TREND 5
The integration of growth and good
Author
Society is facing some of its greatest challenges. Climate change, biodiversity and inequality are causing exponential disruption. Business and brands are under pressure to respond, and citizens are calling for change. Being purpose-driven is no longer a corporate or brand building exercise, it is a brand’s license to operate. How brands, both B2B and B2C, show up for their customers, communities and society at large is impacting their reputation and ultimately long-term growth.
“Every moment of crisis is a moment of opportunity. COVID-19 has underlined our interconnectedness as a global community and quickly triggered a collective sense of responsibility and action. We are seeing more businesses reassessing the true value they create in society and transforming their business models to deliver concrete solutions to some of the world’s most pressing issues. In a world where investors, employees and consumers are all calling for change, delivering shared value for business and society is not only expected, it is the only credible growth strategy.”
Anna Lungley, Chief Sustainability Officer
dentsu international
Purpose and principles must be mirrored with action. At dentsu, by integrating our expertise in creativity, data and technology around the world, we innovate and create sustainable solutions for clients, and in tandem, help society solve its biggest challenges with speed and scale.
For example, more clients are working with dentsu to decarbonise and consolidate their marketing supply chain to decrease environmental impact, creating campaigns to promote sustainable lifestyle choices and reimagine relationships with their customers and suppliers beyond mere transactions.
“It is our responsibility to help clients to sell better so consumers can buy better. At dentsu, we want to be a beacon of constant innovation and help clients navigate in this ever-changing world with sustainable solutions and socially conscious executions.“
Pierre Calmard, France CEO
dentsu international
What should brands do in 2022?
Putting purpose before profit requires bravery. It means business leaders need to look beyond the bottom line and focus on the long-term outcomes and translate purpose into a set of values and goals that galvanise people, communications, marketing, operations and product development.
One concept we have been working with clients towards is circular economy and extending a product’s life cycle. We had the privilege to work with Ikea on its BLACK FRIDAY (RE)SALE campaign encouraging customers to reduce waste and buy second-hand furniture instead.
Social Impact is fully embedded in dentsu international’s business strategy. By living and breathing our own values and principles, we can, in turn, help our clients do the same. We are part of our clients’ supply chain, it is our responsibility and privilege to use our expertise and resources in data, creative and technology to help you deliver positive social impact at scale.
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