Society is facing some of its greatest challenges when it comes to social impact and sustainable growth - brands are under pressure to respond and consumers are calling for change, 77% of consumers purchase from brands that share the same values as they do, and with interest in the environment only set to increase, this will only become more important. However, brands must tread carefully and avoid Greenwashing through accurate and transparent communications, something the Guide to Net Zero Marketing and Merkle seek to address.
It’s Merkle’s ambition to lead people everywhere, not just within our own business, towards awareness, understanding and commitment to new ways of working and living by embedding social impact into everything we do – together with our clients, our partners and our people. Dentsu has become 1 of just 7 companies in the world to have our net zero target approved under the Science Based Target initiative’s Net Zero Standard, and we have recently been announced as the first global holdco to implement Salesforce Net Zero Cloud, an innovative, real time data gathering and reporting platform creating greater accountability and transparency for our 2030 Social Impact strategy. Aside from championing this for our own business, we also have access to a number of tools, programmes and initiatives which will allow us to work with our clients to embed social impact into their media strategies. Whether it’s assessing your current state of play through our social impact toolkit, supporting you to buy media through our dentsu Zero Marketplace – a network of media partners that have aligned with our SBT net zero by 2030 target, or introducing you to dentsu’s carbon calculator, a tool which can help you measure the carbon footprint of your media campaigns. We are committed to being a positive influence on the marketplace and our strategy is focused on our ability to influence societal behaviour, by helping brands make progress in this space and bring their customers with them on the journey.
Other industry efforts include WARC’s Sustainability Hub launched with LIONS, Ad net Zero and the UK Advertising Association. The hub is designed to help marketeers carry out more sustainable actions to ultimately reduce the marketing and advertising industry’s environmental impact. It features a one stop online hub that collates a variety of content from thought leadership, through to Case Studies and best practice.
Contact uk-media-planning&[email protected] for more information.
If you’d like to hear more about our Social Impact Strategy, or find out how Merkle can support you, please reach out to our Social Impact Lead, Ciara Smyth - [email protected]