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In this episode of Sustainable Futures, Jonathan Hall speaks with Bianca Woolley, Global Marketing Sustainability Lead at Diageo, about the critical importance of water sustainability. They discuss Diageo's water stewardship initiatives, the challenges of engaging consumers on water issues, and the insights gained from research on consumer attitudes towards water. The conversation emphasises the need for brands to communicate their sustainability efforts in a way that resonates with consumers, particularly in the context of water scarcity and pollution as Bianca shares examples of how Diageo is taking action and the importance of making sustainability desirable for consumers.
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The evolution from barcodes to QR codes is transforming opportunities for the brand-consumer interface. Kantar’s Jonathan Hall speaks to Kerry Morrison from GS1UK, creators of the barcode, and now stewarding the move into the benefit-rich world of QR.
Where barcodes offer important, yet arguably linear benefits, QR codes represent the multi-coloured comms dreamcoat for brand owners. A built-in medium through which to ‘speak’ directly to the consumer. To communicate brand messaging, usage information and innovations. And a one-to-one media channel to tell and evidence the brand’s sustainability story, with QR codes enabling:
All shaping positive behavioural change, with greenwashing concerns banished, through the transparent eye of conscious choices.
Listen online here or on any major podcast platform:
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In this special Cannes Lions episode, Duncan Southgate, Kantar's Director of Creative and Media solutions, is joined by Sebastian Muden, Global Chair of Ad Net Zero. Together they discuss the findings of the ‘Sustainable Behaviour Ad Tracker’ analysis, which found that out of 6,400 ads tested by Kantar clients between November 2024 and May 2025, only 6% include sustainable behaviours.
But a solution is coming. Duncan and Sebastian explore how creative teams can play a crucial role in promoting sustainability. They share positive examples of ads that get it right, weaving creative storytelling with sustainable behaviours to create purpose driven, effective ads. With this benchmark of excellence in mind, Sebastian shares how Ad Net Zero's ‘Every Brief Counts’ initiative provides advertisers and agencies with practical guidance about how they too can seamlessly include sustainable behaviours in advertising, leading to effective, purpose led ads that connect with consumers.
Listen now to discover how you can integrate sustainable behaviours into your ads to build brand purpose, differentiate in your market and become a part of the sustainable marketing revolution.
For more information, read the article co-authored by Duncan and Sebastian here: https://www.kantar.com/inspiration/sustainability/how-the-ad-industry-can-help-sustainable-choices-become-the-norm
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In this episode, Jonathan Hall discusses sustainable marketing with Eduardo Andrade, professor of marketing at Imperial Business School and the Co-Director of the MSc Programme on Climate Change, Management & Finance and Ozlem Senturk, senior partner at Kantar Sustainable Transformation. They explore the differences between traditional and sustainable marketing, the importance of embedding sustainability in marketing education, and the challenges of balancing customer-centric and nature-centric approaches. The conversation also addresses the barriers to sustainable consumer behavior and the need for collaboration between academia and industry to foster a sustainable future.
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In this episode of the Sustainable Futures Podcast, host Valeria Piaggio is joined by Fernando Desouches, Managing Director of New Macho, and Vera Sidlova, Director of Kantar's Global Thought Leadership team. They delve into the intriguing world of masculinity in marketing, shining light on recent discussions sparked by media like the UK TV series Adolescence.
Together, they explore how brands often miss the mark with male audiences. This episode uncovers why current marketing strategies fail to resonate and provides actionable insights on how to address this gap. You will gain a deeper understanding of the needs and behaviours of male consumers, discovering effective strategies to engage them meaningfully.
A staggering 66% of men feel worse about themselves due to how they are portrayed by brands. It's crucial for marketers and brand leaders to listen to these voices and incorporate their perspectives. This episode offers a roadmap for creating more inclusive and impactful marketing campaigns, using practical examples and real-world case studies.
Join us to learn how to navigate the complexities of marketing to men and unlock new growth potential for your brand. Tune in for a conversation that promises to transform your approach and elevate your marketing success.
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In the next episode of “Sustainable Futures” Jonathan Hall interviews Hugo Spowers, Company Architect of hydrogen car company Riversimple. Hugo shares his journey from motorsport engineering to founding one of the first hydrogen car companies that offers innovative solutions to revolutionise the automotive industry.
Emily Hill, Kantar’s Sustainable Innovation Lead, joins the episode to explore how Riversimple offers not just an innovative product but implements three levels of design: product, service, and design at the level of purpose and corporate governance. This approach ensures that business models and new governance structures evolve alongside new technology, turning sustainability from a cost into a source of profit.
Riversimple will be making their design principles open-source to catalyse the widespread adoption of fuel cell technology. Widespread adoption of Riversimple's sustainable business model will drive an economic shift where growth and sustainability go hand in hand.
Widespread adoption of Riversimple's sustainable business model will drive an economic shift where growth and sustainability go hand in hand.
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In this episode, Managing Partner Jonathan Hall, speaks with Karine Trinquetel, Head of Offer at Kantar’s Sustainable Transformation Practice to introduce a new, transformative, brand development tool called BrandSustainability which is designed to bridge clients' sustainability strategy with their brands.
Karine explores how the key growth pillars outlined in Kantar’s ‘Blueprint for Brand Growth’ have been embedded into BrandSustainability to ensure that sustainability can be used to increase brand penetration, meaningful difference, and to uncover new spaces or growth.
Karine also discusses the importance of the value-action gap, since data has shown that 85% of consumers say that they want to make better choices, but only 29% follow through in their consumption patterns. Kantar’s research reveals that brand equity tied to sustainability can help bridge this gap: "strong brand perception and equity in this space might well be the missing piece to demand to action and close the value-action gap."
If you are a marketer, strategist or brand builder seeking to grow your brand through sustainable marketing, this episode offers practical solutions on how to grow your brand responsibly and meaningfully with Kantar.
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In this episode, Jonathan Hall - Managing Partner at Kantar’s Sustainable Transformation Practice - speaks with colleague and Senior Partner Ozlem Senturk, and Sustainable Marketing Experts and Co-Authors of ‘Sustainable Marketing: The Industry's Role in a Sustainable Future', Alexis Eyre and Paul Randle, about the pressing need to redefine growth and reshape marketing’s role in creating a sustainable future. Since the end of the Second World War, Marketing has played a central role in making the consumer lifestyle desirable and aspirational. This discussion explores how new economic models, such as the circular economy are redefining what growth should look more like as we transition to a more sustainable economy.
Ozlem, Alexis and Paul share their valuable insights into the importance of brand purpose and the challenges that emerge when aligning sustainability goals with commercial success. They share the Sustainable Marketing 2030 and Sustainable Marketing Compass frameworks as ways to help marketers navigate the complexity of the future marketplace.
With practical insights and real-world examples, this episode offers a roadmap for marketers, business leaders, and anyone looking to transition towards a more sustainable and purpose-driven future.
Tune in to the episode and check out their book and useful links below!
Sustainable Marketing 2030 report: https://www.kantar.com/campaigns/sustainable-marketing-2030
Information on Sustainable Marketing Compass: https://www.sustainablemarketingcompass.com/the-compass/
‘Sustainable Marketing: The Industry’s Role in a Sustainable Future’ by Alexis Eyre and Paul Randal: https://www.koganpage.com/marketing-communications/sustainable-marketing-9781398613133
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Join us for Kantar's International Women's Day podcast episode and listen to our Head of Inclusive Growth, Valeria Piaggio, interview Elspeth L'Anson, UN Women's Interim Head of the Unstereotype Alliance. Together, they explore the current state of inclusion and representation of women in the advertising industry.
The discussion examines how stereotypes have traditionally portrayed women and how recent geopolitical events have influenced these portrayals. Insights from the Unstereotype Alliance State of the Industry report sheds light on these shifts.
The episode also delves into data from Kantar's Brand Inclusion Index, revealing how women want to be represented by brands in ways that make them feel empowered, accepted, and celebrated for their diversity. Discover which brand was voted most inclusive of women by consumers and the key reasons behind this recognition.
Finally, uncover the quantitative opportunities that inclusion holds for brands, supported by compelling evidence from Kantar's Inclusion = Income report. Created in partnership with the Unstereotype Alliance and Oxford Saïd Business School, this report demonstrates the direct link between inclusion and business success.
Tune in to the episode and explore the useful links below!
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Join us for the latest installment of the "Actioning Inclusion" mini-series, where we explore how the future of marketing will be impacted by inclusion. Carmen Bohoyo, Executive Vice President at Kantar’s Sustainable Transformation Practice in North America, Valeria Piaggio, Kantar’s Global Head of Inclusive Growth, Sara Denby, the previous Global Head of the UN Women Unstereotype Alliance, and Ana Valdez, President and CEO of the Latino Donor Collaborative, come together for a final insightful discussion on how brands should proceed with inclusion.
Delve into data that examines the current state of inclusion in advertising and explore how different populations are currently represented and portrayed. Learn how brands are failing to both include members of underrepresented groups and represent them fairly without negative stereotypes. Insights highlight how the advertising industry needs to change to meet the needs of diverse groups and that failing to do so is not conducive to growth.
Finally, get familiar with a new innovative market research methodology used in Kantar’s Brand Inclusion Index, which focuses on identifying where brands need to close inclusion gaps to stop excluding certain consumer groups. With populations such as the Latino community representing over $3 trillion in potential economic impact learn more about the changes that need brands need to make to secure their future success.
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Our next installment of “Actioning Inclusion” mini-series explores the importance of making inclusion business as usual. Join Carmen Bohoyo, Executive Vice President at Kantar’s Sustainable Transformation Practice in North America, Valeria Piaggio, Kantar’s Global Head of Inclusive Growth, Sara Denby, the previous Global Head of the UN Women Unstereotype Alliance, and Ana Valdez, President and CEO of the Latino Donor Collaborative, for another insightful conversation.
Kantar’s blueprint for growth is centered around how brands can predispose themselves to more people. Connecting with often underrepresented demographics and meeting their needs taps into new market opportunities. This is particularly important for high-growth, diverse populations that are expanding.
Crafting the right communication is vital to connect meaningfully with consumers. In this episode, the group also explores the importance of authentic representation in media through the lens of gender. Learn how positive portrayals of gender lead to higher customer loyalty, greater pricing power, and a reduced likelihood of abandonment.
Finally, delve into how AI impacts representation in marketing, exploring both its risks and opportunities. Marketers need to use AI to represent a diverse range of voices to appeal to all consumers and to meet their evolving expectations and cultural nuances.
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Watch the first episode of our new Sustainable Futures mini-series “Actioning Inclusion” on how brands can drive growth with inclusive marketing strategies. Join Carmen Bohoyo, Executive Vice President at Kantar’s Sustainable Transformation Practice in North America, Valeria Piaggio Kantar’s Global Head of Inclusive Growth, Sara Denby the previous Global Head of the UN Women Unstereotype Alliance and Ana Valdez, President and CEO of the Latino Donor Collaborative.
The group starts by discussing how demographic shifts in the population require brands to create marketing strategies that are meaningful to different cultural segments. Delve into the evidence from the “Inclusion = Income” report created in partnership between UN Women, Oxford Saïd Business School and Kantar which uncovers the risks brands face when they use generic advertising that doesn’t meet the needs of often underrepresented groups. Learn how this approach helped the Latino Donar Collaborative to uncover how Latino Youth, who represent 25% of the young customer base in the United States, are diving growth and influencing mainstream culture.
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Companies need to invest in designing products that are easily recyclable at end of life, but consumers' actions remain essential to making recycling successful.
In this episode of Sustainable Futures, Jonathan Hall is joined by Hassan Murad, one of the top 5 entrepreneurs on Forbes’ AI list and CEO of Intuitive AI.
We explore Hassan’s new intervention, Oscar Sort, developed by Intuitive AI, that uses visual guidance to nudge consumers towards recycling properly.
Kantar’s Sustainability Sector Index shows that 93% of people want to take action to live more sustainably, but only 10% do so.
Oscar Sort technology addresses this gap by intervening in the 0 to 3 seconds of decision-making consumers have before recycling, using clear, interactive visual screens that show exactly what to recycle and which bin to use.
This type of innovation is essential as advancements such as biodegradable packaging haven’t yet progressed enough to justify consumers reducing their recycling efforts.
Learn more about how Oscar Sort technology bridges the value-action gap and Intuitive AI’s other waste reduction capabilities by listening to the episode!
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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.
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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.
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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.
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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.
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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
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