Top tips from U.K. Marketing Agencies that support Sustainable Development Goals

Author: ronaitken October 21, 2024 0 Comments

A recent study by The Business School reveals that brand purpose in the post-pandemic era is increasingly aligned with Sustainable Development Goals (SGGs), credited to the work of marketing agencies.

Marketing agencies not only help define a brand’s purpose but also increase brand authenticity. The study brought together 35 senior managers at UK-based marketing agencies to put this to the test. The research revealed that while many brands have an inherent purpose, there is often a gap in fully integrating this purpose with the SDGs, especially in the post-pandemic landscape.

How can Brands and Marketing Agencies integrate Sustainable Development Goals into their operations?

• Marketing agencies should articulate their role as purpose-driven entities that contribute to societal and environmental responsibilities. Creating a cohesive identity that resonates internally and externally ensures that their purpose is aligned with long-term sustainable practices.
• The importance of brand authenticity in brand purpose should continually be actioned. Superficial actions could lead to scepticism or accusations of purpose-washing.
• Brands should focus on authentic actions that demonstrate a real commitment to social change, therefore strengthening stakeholder trust and enhancing brand equity.
• Relying on agency expertise contributes to the evaluation of brand purpose by guiding businesses toward responsible marketing practices and consumption patterns that can support a sustainable future.

Feri, A., Ind, N., & Tjandra, N.C. (2024) Navigating Brand Purpose in the Post-Pandemic Era: Insights from Marketing Agencies on Supporting SDGs through Strategic Delineation and Execution. Qualitative Market Research. https://doi.org/10.1108/qmr-11-2023-0156