Sustainable Futures

In this episode Jonathan Hall hosts a discussion with Jonathan Hall speaks to Louis Goring-Morris from Water Unite, Antonia Lydia Nalunga from Jibu, and Emily Pearce from Co-op about the critical issues surrounding water security, the role of impact investing, and innovative solutions to address water poverty. The conversation highlights the importance of collaboration among organisations to tackle the global water crisis and the need for sustainable business models that empower local entrepreneurs.

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 of the Sustainable Futures Podcast, host Valeria Piaggio is joined by Fernando Desouches, Managing Director of New Macho, and Vera Sidlova, Director of Kantar's Global Thought Leadership team. They delve into the intriguing world of masculinity in marketing, shining light on recent discussions sparked by media like the UK TV series Adolescence. Together, they explore how brands often miss the mark with male audiences. This episode uncovers why current marketing strategies fail to resonate and provides actionable insights on how to address this gap. You will gain a deeper understanding of the needs and behaviours of male consumers, discovering effective strategies to engage them meaningfully. A staggering 66% of men feel worse about themselves due to how they are portrayed by brands. It's crucial for marketers and brand leaders to listen to these voices and incorporate their perspectives. This episode offers a roadmap for creating more inclusive and impactful marketing campaigns, using practical examples and real-world case studies. Join us to learn how to navigate the complexities of marketing to men and unlock new growth potential for your brand. Tune in for a conversation that promises to transform your approach and elevate your marketing success. 

In the next episode of “Sustainable Futures” Jonathan Hall interviews Hugo Spowers, Company Architect of hydrogen car company Riversimple. Hugo shares his journey from motorsport engineering to founding one of the first hydrogen car companies that offers innovative solutions to revolutionise the automotive industry.   Emily Hill, Kantar’s Sustainable Innovation Lead, joins the episode to explore how Riversimple offers not just an innovative product but implements three levels of design: product, service, and design at the level of purpose and corporate governance. This approach ensures that business models and new governance structures evolve alongside new technology, turning sustainability from a cost into a source of profit.   Riversimple will be making their design principles open-source to catalyse the widespread adoption of fuel cell technology. Widespread adoption of Riversimple's sustainable business model will drive an economic shift where growth and sustainability go hand in hand. Widespread adoption of Riversimple's sustainable business model will drive an economic shift where growth and sustainability go hand in hand.