{"id":804,"date":"2024-10-21T12:26:54","date_gmt":"2024-10-21T12:26:54","guid":{"rendered":"https:\/\/blogs.napier.ac.uk\/tbs\/?p=804"},"modified":"2024-10-21T12:29:53","modified_gmt":"2024-10-21T12:29:53","slug":"top-tips-from-marketing-agencies-that-support-sustainable-development-goals","status":"publish","type":"post","link":"https:\/\/blogs.napier.ac.uk\/tbs\/2024\/10\/21\/top-tips-from-marketing-agencies-that-support-sustainable-development-goals\/","title":{"rendered":"Top tips from U.K. Marketing Agencies that support Sustainable Development Goals"},"content":{"rendered":"<p>A recent study by <a href=\"https:\/\/www.napier.ac.uk\/about-us\/our-schools\/the-business-school\">The Business School<\/a> reveals that brand purpose in the post-pandemic era is increasingly aligned with <a href=\"https:\/\/sdgs.un.org\/goals\">Sustainable Development Goals<\/a> (SGGs), credited to the work of marketing agencies.<\/p>\n<p>Marketing agencies not only help define a brand&#8217;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.<\/p>\n<p><strong>How can Brands and Marketing Agencies integrate Sustainable Development Goals into their operations?<\/strong><\/p>\n<ul>\n<li>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.<\/li>\n<li>The importance of brand authenticity in brand purpose should continually be actioned. Superficial actions could lead to scepticism or accusations of purpose-washing.<\/li>\n<li>Brands should focus on authentic actions that demonstrate a real commitment to social change, therefore strengthening stakeholder trust and enhancing brand equity.<\/li>\n<li>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.<\/li>\n<\/ul>\n<p><em><strong>Feri, A., Ind, N., &amp; 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. <\/strong><a href=\"https:\/\/doi.org\/10.1108\/qmr-11-2023-0156\">https:\/\/doi.org\/10.1108\/qmr-11-2023-0156<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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&#8217;s purpose but&#8230;<br \/><a class=\"read-more-button\" href=\"https:\/\/blogs.napier.ac.uk\/tbs\/2024\/10\/21\/top-tips-from-marketing-agencies-that-support-sustainable-development-goals\/\">Read more<\/a><\/p>\n","protected":false},"author":216,"featured_media":805,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"footnotes":""},"categories":[181,7,182,72,215,8,134,1],"tags":[9],"class_list":["post-804","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-business-management","category-conscious-brands","category-covid-19","category-digital-marketing","category-research","category-sustainability","category-uncategorized","tag-research"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Top tips from U.K. Marketing Agencies that support Sustainable Development Goals - 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