Sustainable Futures

In the latest episode of Kantar’s Sustainable Futures podcast, Dr. Nicki Morley talks to Chris Baker to discuss his new book, 'Obsolete: How Change Brands are Changing the World'. Chris discusses the concept of 'Change Brands' and how they bring about positive social or environmental change through their business models. These brands go beyond just disrupting categories; they strive to make the world better.  The episode uncovers how Change Brands are putting ‘behaviour change’ at the heart of their strategies, how they take bold actions to build salience and difference and often break category conventions. Through lots of engaging examples, Chris provides guidance for both new and established brands on how to make a meaningful impact in the world. Hosted on Acast. See acast.com/privacy for more information.

In our next episode of Sustainable Futures Jonathan interviews Pierre-Yves Paslier, co-Founder of Notpla, and Emily Hill, Kantar’s Sustainable Innovation Lead.The episode explores the role plastic plays in our everyday lives at great cost to our health and the environment. Notpla uses seaweed, a bio-based solution, to produce 100% plastic free packaging which is sourced to global brands such as Just Eat.  Learn about why consumers care so deeply about this topic with insights from our Sustainability Sector Index. We'll also offer practical advice on how marketers can influence change throughout the value chain, particularly in the design phase, where 80% of a product’s impact is determined.Start-ups like Notpla facilitate the adoption of circular solutions that meet consumers’ needs and enable businesses to stay one step ahead of upcoming regulation on plastics.   Hosted on Acast. See acast.com/privacy for more information.

Research by Biffa reveals that less than 50% of organisations are fully aware of upcoming recycling legislation. In the next episode of Sustainable Futures, Jonathan Hall sits down with Pam Conway, Biffa's Group Marketing Director, to explore the challenges and opportunities brands will face in a circular economy. Discover how Biffa is leading the charge in reducing waste, enhancing recycling efforts, and guiding businesses through evolving environmental regulations. Learn how the value of waste is transforming under new regulations like Extended Producer Responsibility (EPR), which mandate that brands manage their products' entire lifecycle. Marketers are pivotal in this transition, driving change not only through the supply chain but also by influencing consumer behaviour through education, community engagement, and streamlining recycling processes. Hosted on Acast. See acast.com/privacy for more information.

In this episode of Kantar’s Sustainable Futures podcast, Dr. Nicki Morley, Head of Behavioural Science and Innovation at Kantar, chats with Dr. Amanda Parkes, Chief Innovation Officer at Pangaia, about how the brand uses storytelling to change corporate mindset and empower decision-makers to focus on sustainability. Pangaia is a brand that launched with a beating heart of innovation. Amanda shares tips and secrets for how brands can be transparent with their consumers about their values and plans to avoid falling into the trap of unmet sustainability expectations. Nicki and Amanda also dive into their favourite topics from Cannes, from using AI and deep science to analysing data to help create new chemistries for material innovation. Hosted on Acast. See acast.com/privacy for more information.

Creating a more sustainable world requires innovation, collaboration and acceptance that overconsumption damages the health of our planet. This week, our host Jonathan interviews Nina Shariati, who held a variety of roles in her 16 years at H&M GROUP, from purchasing and design through business development and new ventures to sustainability strategy and execution. Nina has now created Circular Transparency, a sustainability consultancy and advisory firm specializing in creating sustainability strategies, as well as scouting and evaluating both start-ups and talent. To hit transition targets, Nina emphasizes the importance of shifting the mindset around sustainability, viewing it not as a burdensome barrier to business, but as a valuable business opportunity. Join us for an inspiring conversation on creating lasting change in the fashion industry and beyond Hosted on Acast. See acast.com/privacy for more information.

In the next two decades, the UK's working population will shrink by 25%, whilst at the same time the population over 60 will grow to over 40%. It's similar in developed economies across the world. If brands don’t adjust to this demographic shift, they risk huge revenue loss. This week on Sustainable Futures, Jonathan Hall talks with Andy Simpson, commercial director of 55/Redefined, a specialist consultancy that helps businesses attract, engage, and grow with over 50s. Together Andy and Jonathan challenge stereotypes around age to uncover huge, unexplored, commercial opportunities in this space.     Curious to learn more about how your brand can harness the economic power of the aging population? Kantar’s new Brand Inclusion Index can reveal how the aging population view your brand compared to other age groups, follow the link here to learn more: Brand Inclusion Index 2024 (kantar.com) Hosted on Acast. See acast.com/privacy for more information.

Currently, $43 trillion in assets under management is dedicated to ESG purposes. The question is, how much of this is going towards solving social and environmental problems? In our next episode of Sustainable Futures, Jonathan Hall is joined by Rajeev Peshawaria, CEO of Stewardship Asia, and Jeremy Schwartz, Chair of Kantar's Sustainable Transformation Practice, who has held a plethora of leadership roles at The Body Shop, Sainsbury's, and Pandora to name a few. Hear about Rajeev’s framework for better leadership, which involves four key concepts: interdependence, long-term view, ownership mentality, and creative resilience. Placing stewardship values at the core of business strategies is central to Rajeev’s vision for change. This genuine commitment to sustainability, starting from the top, can transform businesses into a profitable force for good.   Hosted on Acast. See acast.com/privacy for more information.

Advertising is a powerful force that shapes our everyday lives. Consider the positive impact advertising could create if used as a force for good. Listen to Duncan Southgate, Kantar’s Senior Director, interview Sebastian Munden, Chair of Ad Net Zero, and Jonathan Hall, Managing Partner of Kantar’s Sustainable Transformation Practice, on how advertising can help drive the economy to net zero. Sebastian discusses his new book, "Sustainable Advertising," co-authored with Matt Bourn, which provides insights, practical guidance, and case studies on using advertising to combat the climate crisis. Guidance extends from promoting more sustainable lifestyles through advertising to cleaning up the carbon footprint caused by marketing practices. Hosted on Acast. See acast.com/privacy for more information.

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.  Hosted on Acast. See acast.com/privacy for more information.

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.   Hosted on Acast. See acast.com/privacy for more information.

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. Hosted on Acast. See acast.com/privacy for more information.

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) Hosted on Acast. See acast.com/privacy for more information.

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 Hosted on Acast. See acast.com/privacy for more information.

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  Hosted on Acast. See acast.com/privacy for more information.

In the next Sustainable Futures episode, our host Jonathan Hall speaks with Charlotte Akers and Christabel Reed from Earthed, the online biodiversity learning platform allowing everyday people to ‘learn from and for nature’. Hear about why Earthed was formed, how they have won the support from several celebrities, including co-founder Cara Delevingne, and how they are implementing their key principle, positive action, throughout their not-for-profit. The podcast explores how Earthed is making ecosystem restoration mainstream through their growing collection of online courses, covering topics from urban gardening in London to wildfire prevention. Tune in to learn how an initiative that started during the pandemic grew into one of the most successful, purpose-led, nature-based, organisations.  Hosted on Acast. See acast.com/privacy for more information.

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.  Hosted on Acast. See acast.com/privacy for more information.

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.  Hosted on Acast. See acast.com/privacy for more information.

At least 14 million tons of plastic end up in our oceans every year, causing the destruction of eco-systems whilst also releasing more toxic chemicals and micro-plastics into the environment. And Kantar’s Sustainability Sector Index identifies water pollution as one of the top sustainability concerns globally – the number 1 in Asia: it is an environmental challenge very much top of consumers' minds.  In our latest Sustainable Futures episode our host, Jonathan Hall, interviews Will Pearson, CEO and Co-Founder of Ocean Bottle, an award-winning reusable water bottle start-up that removes plastic waste from the ocean. Will describes how his start-up uses a new, innovative business model centred around the Ocean Bottle, an insulated flask with a positive environmental footprint. Each purchase removes 1000 plastic bottles from the ocean, giving consumers the power to tackle ocean pollution.  Ocean Bottle has made transformational change to ocean habitats by removing over 1 billion plastic bottles from the Ocean so far! We hear about the challenges of establishing a successful start-up, Ocean Bottle’s journey to success and the future expansion that will allow them to take their positive impact to the next level. Hosted on Acast. See acast.com/privacy for more information.

Why are consumers’ sustainability perceptions of the fashion industry so low? How can brands implement impactful sustainable change to close consumers’ value-action gap? Listen to our new Sustainable Futures episode where Jonathan Hall talks to Andrew Saxton, Business Unit Director, and Olivia Kelly, Fashion Client Manager from our Worldpanel division, to uncover the complex relationship the fashion world has with sustainability.   Brands are genuinely trying to make change, but they are on a journey and in many cases, they are held back by consumer perceptions of the sector. Of all the biggest fashion retailers in the market, Kantar panel data found that M&S was the only brand with a net positive consumer perception. Furthermore, consumers believe that the harmful impacts of the fashion industry are out of their control as 65% of shoppers state that it is up to brands to take responsibility for their environmental impact. Learn how effective communication coupled with new innovations will increase brand satisfaction in this space, allowing consumers to protect the environment in style.    Hosted on Acast. See acast.com/privacy for more information.

Listen to the final instalment in the Sustainable Futures Sustainable Marketing 2030 series: the fifth lever of change is Radical Innovation, which marketers voted the most important lever in the Circular Marketing & Growth Framework. In this episode our host Jonathan Hall interviews Neda Hashemi from the Ellen MacArthur Foundation and Emily Simons, Innovation Lead in Kantar’s global Sustainable Transformation Practice. Radical Innovation has the potential to unlock business and brand strategies that reshape how we create, make, and deliver value commercially, to people and the planet. Rethinking how marketers engage earlier in the value chain to implement circularity will help both normalise sustainable consumption behaviours and protect the brand owner from charges of greenwashing. Kantar and the Ellen MacArthur Foundation play key roles in this space by designing for circularly, connecting change makers and creating interventions that deliver measurable impact.   Hosted on Acast. See acast.com/privacy for more information.