When the punctual answers of the directors, managers and heads of the marketing areas of Argentina are analyzed, regarding what are the forces that motivate their company to have a sustainability strategy, the answer was almost unanimous (it reached around 90% , against 67% regionally): uphold the company’s reputation, leaving “the possibilities of monetizing sustainable actions” and “satisfying customer demands” in the background.
Sustainability is becoming a healthy habit that consolidates its position: the world’s large companies announce almost daily their plans to lower carbon emission levels and governments press for the commitment made at COP26, held at the end of last year in Glasgow, Scotland, where the goal was to reduce global warming levels. And just as each type of organization assumes a part of the agenda, the marketing areas face the challenge of embracing change and aligning with the corporate purpose known as the “triple bottom line”: that is, that the results are positive for people, for the planet and for the company’s own income.
Embracing change also implies making a cultural shift to incorporate new technologies that allow identifying, quantifying, analyzing and acting on the data of the company’s operations to understand the success of sustainable practices, implement technology and changes in the ways of doing , as well as adding indicators specific to the area, such as, for example, the impact of the actions carried out on the reputation of the brand, the behavior of consumers when faced with certain advertisements linked to sustainability or the wishes of customers in relation to the sustainable behavior of the company. business.
The new schedule of C-Level of marketing already consolidated under the concept of “brand safety” many of the things that we already knew or that were done in an unconnected way. But the new look of today’s world makes it a concern to work on with an impact in the short, medium and long term. And perhaps for this very reason it is so important that as marketing leaders we always remember to integrate ourselves into the company’s sustainability projects: because there is nothing more certain than when someone mentions a brand, the first thing that comes to mind is who listens to her is that she is also concerned about caring for the future and improving people’s lives.
SAP Marketing Head for the South Region
Source: Ambito
