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Mind the Gap: How Marketers Feel About Sustainability

Marketers feel strongly about sustainability issues and want to make a positive environmental impact. Sustainability initiatives provide brands with an enhanced reputation, a basis for creating innovative products, and a greater connection to the community. But while feelings can be powerful, measuring and proving the real returns of sustainability can be challenging, as the full impact of sustainability initiatives can take a bit longer to be felt across the organization.

Other challenges remain. Marketers cannot strive forward in their sustainability efforts without the strong support of leadership. In their new report, Mind the Gap: How Marketers Feel About Sustainability, The Drum and gyro find a significant gap between marketers and leadership in how sustainability is perceived within the organization. The responses suggest that marketers feel a strong moral imperative in comparison to their organization to incorporate sustainability within processes.

So what is causing this gap? The report reveals three main barriers for marketers: an absence of management urgency, cost of initial investments, and a lack of management buy-in. Marketers are looking to their leaders to push the sustainability agenda and drive it to new heights.

This market insight report explores some of these barriers and offers some solutions. The Drum partnered with leading global B2B marketing agency gyro to survey over 200 brands and agencies to gain a more detailed understanding of how marketers perceive their organization’s impact on the environment, the barriers they encounter, and how they view their role in driving sustainability alongside the c-suite.

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