How Marketers Benefit From Sustainability

Given the ongoing climate crisis, there is a growing need for companies to adopt and maintain sustainability measures in order to reduce their carbon footprints. In response, the World Federation of Advertisers (WFA) has introduced the Planet Pledge to help marketers lead their organizations forward in their sustainability measures. The organization’s new deputy president—Unilever’s marketing chief Conny Braams—offers her advice to marketers on pursuing that change. Talking to Adweek, Braams highlights Unilever's work on diversity and inclusion, including its Unstereotype initiative, and the benefits of its sustainability drive. Braams advises other marketers to make the case to their boards and chief executives by citing the business case for sustainability. Consumers are moving in this direction—so should businesses “We know that consumers are moving into this direction, so we're pushing an open door. We really need to make sure that our brands are conveying a point of view, because this is no longer just about the value that you offer. Yes, that is still important, and especially with [a] recession coming our way, but the values will always be superior alongside product quality versus affordable prices.” She adds that consumers also want to see brands acting on their pledges, claiming that consumers “are willing to be guided” in their behavior by brands. This is no longer just about the value that you offerConny Braams, Unilever's chief digital and marketing officer Braams also says the business case for sustainability supports growth through the strengthening of “brand power” in doing good for the world and claims it saves money, too. She reveals that Unilever has cut costs by 1.2 billion euros ($1.4 billion) through its sustainability journey, which has eliminated waste and discovered better sourcing practices and efficiencies. “There's lots of costs to be taken out," she said. She also said that it will help recruit better people to the organization if people are proud to work there and drive long-term success, by becoming less reliant on materials that are “vulnerable” to climate change. “If you're well in tune with the things that are happening, and try to really prevent it from happening, in the end, it provides less risk.” Braams also talks about how to integrate sustainability intentions within a marketer’s communications, stating that it needs to be “built-in” and begins with a look at how authentic it really is within the brand and what it stands for. It's good to be standing for something, but then you need to take action on it as well. “Take a look at your hygiene factors,” she continues. “What you really see is that it's good to be standing for something, but then you need to take action on it as well. It's not enough anymore to say the right thing. The say-and-do gap needs to be close and you need to have the capabilities to do what you say.” The Planet Pledge by the WFA asks marketers around the world to sign up to its guidelines. Ten global brands such as Diageo, Reckitt, Mastercard and Unilever were involved during the April launch. And of Unilever’s own plans to evolve its sustainability credentials, Braams cites the Unilever Compass, a corporate strategy launched last May that will continue to drive the conglomerate’s long-held belief that its brands must each adopt and sustain a purpose that will make the world better. “We have come out with quite a number of commitments… that is going to be critical for the short-term,” she said about how Unilever continues to recognize the urgency of the situation around the climate crisis. Unilever’s Debora Koyama on Putting Purpose at the Center of Everything

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Unilever Marketing Chief Conny Braams on How Marketers Benefit From Sustainability

Braams advises on how marketers can use environmental initiatives to improve brand communications

Stephen Lepitak

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Stephen Lepitak