Sustainable Futures

In this episode of Sustainable Futures, Jonathan Hall speaks with Natalia Vega-Tracy and Christopher Moscardi from New Zero World and EPIC about the importance of human-centered communication in climate action. They discuss the challenges of creating unified narratives around climate change, the significance of addressing the say-do gap in public sentiment, and the role of health and wellbeing as a narrative lens. The conversation highlights the need for collaboration across sectors and the development of actionable strategies to engage diverse audiences in climate initiatives.

In this episode of Sustainable Futures, Jonathan Hall speaks with Bianca Woolley, Global Marketing Sustainability Lead at Diageo, about the critical importance of water sustainability. They discuss Diageo's water stewardship initiatives, the challenges of engaging consumers on water issues, and the insights gained from research on consumer attitudes towards water. The conversation emphasises the need for brands to communicate their sustainability efforts in a way that resonates with consumers, particularly in the context of water scarcity and pollution as Bianca shares examples of how Diageo is taking action and the importance of making sustainability desirable for consumers.

The evolution from barcodes to QR codes is transforming opportunities for the brand-consumer interface. Kantar’s Jonathan Hall speaks to Kerry Morrison from GS1UK, creators of the barcode, and now stewarding the move into the benefit-rich world of QR.  Where barcodes offer important, yet arguably linear benefits, QR codes represent the multi-coloured comms dreamcoat for brand owners. A built-in medium through which to ‘speak’ directly to the consumer. To communicate brand messaging, usage information and innovations. And a one-to-one media channel to tell and evidence the brand’s sustainability story, with QR codes enabling:  Information on recycling, reselling and reuse Territory-specific comms, reducing packaging quantities Less food waste, minimising greenhouse gas generation Reduction in traditional marketing costs  All shaping positive behavioural change, with greenwashing concerns banished, through the transparent eye of conscious choices.  Listen online here or on any major podcast platform:  

In this special Cannes Lions episode, Duncan Southgate, Kantar's Director of Creative and Media solutions, is joined by Sebastian Muden, Global Chair of Ad Net Zero. Together they discuss the findings of the ‘Sustainable Behaviour Ad Tracker’ analysis, which found that out of 6,400 ads tested by Kantar clients between November 2024 and May 2025, only 6% include sustainable behaviours. But a solution is coming. Duncan and Sebastian explore how creative teams can play a crucial role in promoting sustainability. They share positive examples of ads that get it right, weaving creative storytelling with sustainable behaviours to create purpose driven, effective ads. With this benchmark of excellence in mind, Sebastian shares how Ad Net Zero's ‘Every Brief Counts’ initiative provides advertisers and agencies with practical guidance about how they too can seamlessly include sustainable behaviours in advertising, leading to effective, purpose led ads that connect with consumers. Listen now to discover how you can integrate sustainable behaviours into your ads to build brand purpose, differentiate in your market and become a part of the sustainable marketing revolution. For more information, read the article co-authored by Duncan and Sebastian here: https://www.kantar.com/inspiration/sustainability/how-the-ad-industry-can-help-sustainable-choices-become-the-norm

In this episode of Sustainable Futures, Valeria Piaggio discusses the significance of Pride 2025 with guests Roxy Bordillon, Editor-in-chief of DIVA magazine and Sena Zungu, Global Knowledge Manager at Kantar’s Pride ERG. Together they explore the evolving tone of Pride, the importance of data in understanding LGBTQIA experiences, and the urgent need for brands to take a stand in support of the community. The conversation highlights the findings of the DIVA report, focusing on safety, intersectionality, and the responsibility of brands to create inclusive environments. 

In this episode, Jonathan Hall discusses sustainable marketing with Eduardo Andrade, professor of marketing at Imperial Business School and the Co-Director of the MSc Programme on Climate Change, Management & Finance and Ozlem Senturk, senior partner at Kantar Sustainable Transformation. They explore the differences between traditional and sustainable marketing, the importance of embedding sustainability in marketing education, and the challenges of balancing customer-centric and nature-centric approaches. The conversation also addresses the barriers to sustainable consumer behavior and the need for collaboration between academia and industry to foster a sustainable future.