Global marketing trends in action #2:
Sustainability as a growth driver
Our 2023 Global Marketing Trends report explores how successful marketers use internal sustainability investments to help drive growth in their organizations. In part two of this four-part series, Deloitte Digital leaders share actions marketers can take to embrace this trend.
1. Use data to inform meaningful change
Review your existing KPIs to see where your sustainability objectives overlap, and identify areas where sustainability is having an outsize impact, or where it could potentially help benefit your organization. Once you have identified focus areas, challenge yourself to prioritize sustainability in your roadmap. Measurement is crucial to finding opportunities to drive impact because it allows you to see where progress is being made and where more efforts are needed.
Explore how our practice can help you set sustainability benchmarks and pull actionable insights from your data.
2. Look for opportunities that deliver on sustainability goals and benefit the bottom line
Assess whether your business plan is taking advantage of sustainability opportunities that can deliver financial and social dividends. Can you recycle or use resale to extend your product's shelf life? Review your packaging and shipping policies to strive for zero waste and evaluate each of your options using the triple bottom line principle: people, profit, and the planet.
Sustainability is a complex topic that naturally touches on all aspects of an organization. Look at your sustainability strategy and determine if you’re hitting these touchpoints: company engagement, brand awareness, and consumer experience. Ensure that you’re communicating these intentions internally and externally with transparency and authenticity.
Discover how our practice can guide you through your sustainability activation planning.
Want more insights into our 2023 Global Marketing Trends and how you can take action within your organization? In part one of this series, Deloitte Digital leaders share practical steps for marketers to increase resiliency in economic uncertainty. Next up in part three, we’ll explore how marketers successfully use creativity as a growth driver.
Brands are doubling down on marketing investments despite economic instability.
CMOs are making sustainability and equity efforts part of their organization's DNA.
High-growth brands are using creativity as a solution for market obstacles.