Sustainable Futures

From the light bulb to your phone, innovation has transformed the world as we know. This week on Sustainable Futures Jonathan Hall has the pleasure of interviewing James Bidwell CEO of Springwise, the leading innovation library for positive change and described by Seth Godin as "too good to share." Learn about James' professional journey from Marketing Director at Selfridges to becoming CEO of Visit London and Managing Director of Anthropologie Europe, which led him to become CEO of Springwise. And gain an insight into how Springwise uses its extensive library of over 14,000+ innovations to help brands identify new opportunities to drive meaningful social and environmental change. 

AI offers new opportunities in the marketing industry, but it is essential to acknowledge how this technology could deepen existing social inequalities. In our next Sustainable Futures episode hear Vera Sidlova, Kantar’s Global Creative Thought Leadership Director talk to Efrain Ayala, Global Creative Effectiveness and Diversity and Inclusion Director at Reckitt and Valeria Piaggio, Global Head of Diversity, Equity and Inclusion. Hear about how Reckitt’s most successful brands such as Durex have evolved over time to close sexual health gaps between underrepresented communities. However, threats to inclusivity are changing with new technological developments. For example, AI now has the potential to discriminate on a colossal scale. Kantar’s new Brand Inclusion Index reveals that inclusion drives brand growth, learn how your brand can responsibly use AI whilst representing underserved communities.  

Kantar’s Brand Inclusion Index found that neurodiverse individuals experienced the most discrimination out of all underrepresented groups. Delve into the topic of neurodiversity with Kantar’s Global Head of DEI, Valeria Piaggio and Nathan Friedman, Co-President and Chief Marketing Officer at Understood. Understood is a global platform that works to support individuals with learning and thinking differences with educational resources, personalised support and community support. In this episode Valeria and Nathan uncover how marketing typically discriminates against those that are neurodivergent. Learn about how connecting with this community drives brand growth, understand what kind of adjustments make a difference and hear about brands that are making strides in this space.

In this Sustainable Futures episode, we explore Kantar’s partnership with the Climate Governance Initiative, a global organisation that mobilises board directors to act on climate. Listen to our host Jonathan Hall interview Alexandra Bolton OBE, Director of the Climate Governance Initiative, Vicky Moffatt, CEO of Chapter Zero and Kantar’s Sustainable Innovation Lead, Emily Hill. Learn about how the Initiative has leveraged Kantar’s sustainability and human insight expertise to design their Global Impact Study across 20 countries, interviewing 440 board directors to understand their perspectives on the climate challenge. We share key findings from the report, such as the most effective board practices that can transform how business relates to society and the planet. Listen to learn more about the climate realities board directors are facing and why insight at board level remains crucial for advancing real world action on climate.  Click here to download the Global Impact Study: How can we advance climate action on boards? | Climate Governance Initiative (climate-governance.org)

In the wake of Kantar’s 2024 Brand Inclusion Index launch, listen to how Google, the world’s most inclusive brand, embeds inclusion and equity into every aspect of their product innovation, planning, and marketing by centering the most marginalized voices at every phase of the process. In this episode, Valeria Piaggio, Kantar’s Global Head of DEI, is joined by Annie Jean-Baptiste, Founder and Director of Product Inclusion and Equity at Google along with Nate Guild, Product Strategy & Operations Lead at Google for Product Inclusion. Hear Annie and Nate talk about the significance of inclusion and equity in product innovation, their reactions to winning the most inclusive brand globally, and plans for the future such as the Global Product Equity Day and the concept of Breakers. The Brand Inclusion Index measures people's perceptions on brand’s diversity, equity, and inclusion, as part of the study we ask participants to give an award to the most inclusive brand. Kantar’s Brand Inclusion Index over-represents the under-represented to tap into the voices of often overlooked, underserved populations. To learn more about the methodology, download the booklet here: https://www.kantar.com/campaigns/brand-inclusion-index

During the final week of Pride Month, listen to a thought-provoking conversation between Roxy Bourdillon, the editor-in-chief of DIVA magazine; Leigh Kelly Andrews, Inclusion and Diversity Manager at Kantar; and our Global Head of Diversity, Equity and Inclusion, Valeria Piaggio. If you haven’t heard of it before, DIVA magazine publishes personal stories, funny opinion pieces and urgent investigations to create an inclusive space for lesbian women to feel heard and understood. Each year, Kantar’s Profiles team and Pride ERG combines its data analytics capabilities with DIVA’s expertise to create the DIVA survey to explore the experiences of LGBTQIA+ individuals. The results reveal there is much more work to be done to foster sexual equality in our local neighbourhoods, public spaces and in the workplace. One insight from the study disclosed that just 16% of LGBTQIA+ respondents felt well represented by brands; there is a clear opportunity for brands to step up and connect with this community. Read the 2024 DIVA survey here: https://www.kantar.com/campaigns/2024-kantar-diva-survey And finally, learn more about how your brand can meet the needs of underserved populations by signing up for Kantar’s Brand Inclusion Index webinar: https://event.on24.com/wcc/r/4627792/CBEEC5DEECDE51B501C62039E25C4A24/5544519 

In our next Sustainable Futures episode, our host Jonathan Hall interviews marketing and sustainability legend, Thomas Kolster. Hear about how Thomas kickstarted a sustainable marketing revolution in 2012 by publishing his first book “Goodvertising” that inspired brands to lead with environmental and social purpose. Understand how advertising as a force for good has evolved over the past decade which prompted Thomas to publish his second book “The Hero Trap” that explores how, in a post-purpose world, brands can make positive impact whilst improving their bottom line. The conversation explores how marketers need to push for brand bravery in the sustainability space which can be achieved by listening to, and acting on, consumers’ desires to protect society and the planet. 

In this episode, Jonathan Hall interviewsMichael Hanbury-Williams, Head of Purpose and Sustainability for EMEA at UM, and Gabriele Herrmann-Scharnberg, Client Partner at Kantar, to explore the insights generated by our joint research study on “Purposeful Purchase Journeys (PPJ)”. According to Kantar’s BrandZ data, consumer demand for sustainable brands has risen by 84% over the past 10 years. Despite this, the PPJ survey reveals a substantial intention-action gap, as consumers often lack the information, resources, or ability to shop more sustainably. Brands can use the PAVE framework (Product, Actions, Value, Ethics) to develop a comprehensive sustainability strategy that elevates sustainability beyond being just “nice to have” or an “add-on.” Listen to the episode to learn more about how the PAVE framework, informed by consumer research, enables brands to maximize their sustainability commitments to boost brand affinity across the purchase journey and drive long-term growth.