Sustainability & Marketing - Report Results: Canada | April 2021(2021)

This study was led by the World Federation of Advertisers (WFA), in partnership with Project 17, the communications unit centered on the United Nations’ Global Goals and behavioural change experts, BVA Nudge Unit, as well as thirty national advertiser associations around the world, including the ACA.

The report examines the significant disconnects with respect to the urgent action required in regard to sustainability issues, and the relatively modest steps that are being taken. The report details significant disconnects on many levels, including:

  • Consumer expectations versus consumer perceptions of brands’ actions regarding sustainability efforts;
  • Organizations’ efforts on sustainability compared to what marketing departments are communicating;
  • The acknowledged power of brands to make a difference and what they are doing to help consumers make better choices and live more sustainable lifestyles.

The report looks at why these disconnects exist and share initial recommendations for closing the identified gaps.

The study reports on the responses from 653 marketers, including Canadian marketers, as well as in-depth interviews with thirteen leading CMOs.

Alongside the global report, there is a focused report that examines the Canadian results and how they compare to overall global benchmarks.

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