Sustainability: What does it even mean today?

Room 2 | 9:45 am - 10:15 am | Wednesday, July 19, 2023

This year, 98% of businesses¹ are aiming to orient themselves to sustainability. But as the concept becomes more comprehensive and ubiquitous, its shared meaning seems to be evaporating. That makes it much harder for companies, politics, customers and society in general to action it with specific programs or behaviors.

Applying an audience intelligence framework to millions of search, social, broadcast and news data points, the talk will explore how the concept has evolved over time, how different audiences assign different meanings to it and how consumers are associating it with everything from products, brands, industries and behaviors, to other causes and social issues, as well as new business practices and methods of production.

¹https://newsroom.accenture.com/news/alarmed-by-speed-and-scale-of-disruption-ceos-embrace-sustainability-to-build-long-term-resilience-according-to-un-global-compact-and-accenture.htm

Key takeaways:

1. Understand how different audiences think about the complex, nuanced and evolving topic of sustainability.
2. Find inspiration on how your organization can design and articulate an approach around sustainability which is geared designed around your audiences’ concerns.
3. Learn what an audience-first lens can bring to your insights and marketing strategy.