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1、2023thesustainability marketing skills gap reportupdatedcontents03040615211922230910051318foreword-Chris DalyExecutive summaryThe sustainability skills gapSustainability in careersConclusiontop recommendationswhat is B Corp?best in classTightening regulations andthe fear of greenwashingreframing you

2、r purposeConsumers expectations of marketersand views of sustainabilityMarketings abilityto drive changeHow Can marketers address thesustainability skills gap?forewordIn the closing remarks of COP27,which took place in Sharm el-Sheikh in November 2022,UN Secretary-General Antnio Guterres stated“We n

3、eed to drastically reduce emissions now and this is an issue this COP did not address”.Whilst COP27 struggled to address reducing emissions,one thing that did come out of the event was a“first of its kind”report focusing on the impact of“non-state entities”on climate change.Commissioned the year pre

4、viously during COP26,the report“slammed greenwashing”misleading the public to believe that a company or entity is doing more to protect the environment than it is as well as weak net-zero pledges.The report also provided a roadmap to bring integrity to net-zero commitments by industry,financial inst

5、itutions,cities and regions and to support a global,equitable transition to a sustainable future.The reports focus on“non-state entities”and their impact(or lack thereof)in the fight against climate change raises important questions around the role of marketing and its ability to drive positive chan

6、ge.As a function that sits at the centre of brand,communications,stakeholders and product development,marketers have a significant role to play at this critical juncture both at an organisational and societal level.Marketers have a great opportunity to champion getting back to the“core of what marke

7、ting is”-exploring,uncovering,and sharing what their organisations do,how they can make a difference while showcasing what needs to be done and supporting it with a strong business case.The ongoing war in Ukraine and the ensuing cost of living crisis has highlighted the destabilising effect that our

8、 dependence on fossil fuels is capable of having and has made clear a critical tension between business objectives and ethical drivers,with six in ten marketers(60%)claiming their company or clients find it tricky to achieve their sustainability commitments without compromising on commercial needs.A

9、s marketers,we are each responsible for being proactive in implementing positive changes and embracing environmentally friendly working practices.Through our position at the heart of the organisation,we are also responsible for encouraging others to do the same.However,if the marketing profession is

10、 to deliver meaningful and tangible change at scale,then as an industry,we must do more to address the sustainability skills gap and ensure that marketers are equipped with the skills they need to work confidently on environmental campaigns which can encourage others,and drive the positive behaviour

11、al changes needed within society.CIMs purpose is to set the standard by which the profession operates.We encourage ethical working practices and aim to empower marketers with the skills they need to help deliver a more sustainable future.Chris Daly,CEO,CIMmarket require energy or create waste,which

12、is why we also need to look at being a“force for good”within our own organisations and be responsible for driving positive change from the top down.We need to use our skillsets to influence,change behaviours,drive innovation and build communities where collective action makes a difference.It is clea

13、r that organisations who do not havea solid sustainable development plan now riskconsumers disengaging,employees leaving andinvestors refusing to invest.One of the immediatepriorities for both business and society at large isthe need educate ourselves,become more awareand acknowledge that we are all

14、 part of the solutionwhen it comes to sustainable transformation.3The Sustainability Marketing Skills Gap ReportA word from Gemma ButlerCo-founder of Can Marketing Save the Planet&former CIM marketing director We live in an age of growing authenticity and across every part of the stakeholder chain t

15、here are demands for transparency on sustainability practices.It has never been such an important priority.Ignoring the environmental crisis is not an option,and CIMs Sustainability Skills Gap report shows that marketers who chose to do so,risk falling behind in their own careers and missing out on

16、one of the biggest opportunities ahead.Marketers need to recognise that we are inherently part of the problem but can also be a significant part of the solution.The products and services we ExecutivesummaryMethodologyThe research included in this report was undertaken by award-winning strategic insi

17、ght agency Opinium on behalf of CIM.The report explores the views of marketers and consumers,over the past three years to show how views and the requirements of marketers have changed.The first survey looked at the views of 210 marketing professionals,and 2,000 UK adults aged 18 and above between 15

18、-20 September 2021 and was carried out online.The results from the general population have been nationally weighted to be representative.An additional online survey of 1,193 respondents including CIM members was undertaken by CIM between 7-13 September 2022 via the CIM LinkedIn channel.Finally,in Ap

19、ril 2023 additional market insight,research and best practice was added through interviews with senior thought leaders.The Sectors Skills GapThe first chapter of this report assesses the current industry landscape,and evaluates the shape of the sustainability skills gap.The research finds that two i

20、n five(40%)of marketers dont currently have marketing qualifications relating to sustainability,but promisingly are interested in receiving one.Consumers ExpectationsThis chapter of the report examines one of the key external pressures organisations are facing which is that consumer attitudes toward

21、s sustainable business practices are changing.It reveals consumers expect companies to be doing more when it comes to sustainability,with over six in ten(63%)adults agreeing that brands should increase communications around the sustainability of their products and services.Tightening of Regulations

22、and Greenwashing This chapter of the report examines the effect of tightening guidelines and regulations to combat“greenwashing”,another external pressure which has a knock-on effect on marketing professionals and how they approach,plan and execute sustainability strategies,communications and campai

23、gns.The data reveals that 49 per cent of marketers are wary of working on sustainability marketing campaigns due to the fear of their company or clients being accused of“greenwashing”.Reframing your PurposeThe fourth chapter of the report explores how brands can re-imagine how they operate and intro

24、duces the concept of the triple bottom line and the circular economy.These models provide a new paradigm for business operations which place a value on moral purpose as well as financial achievements.What is B CorpThe fifth chapter examines the B Corp movement and explores the popularity of the cred

25、ential,which has burgeoned with over 6,000 businesses in 80 countries in over 150 industries receiving the prestigious certification so far.We examine what the certification means to businesses and how brands can achieve the sought after B Corp status.Sustainability in CareersChapter six identifies

26、the opportunities that organisational commitment to sustainability can bring when firms are seeking to hire new talent.Our research finds that nearly half(48%)of adults would be more willing to work for a company that they know has strong sustainability credentials.Recommendations&ConclusionThe fina

27、l chapter of the report concludes the research and outlines CIMs recommendations on how marketing leaders can drive change effectively from within their organisations and create impactful sustainable marketing campaigns.The Sectors Skills GapCIMs CMO75 which sought the views of 75 leading CMOs and m

28、arketing directors from around the world found that the skills gap is rapidly shifting,with 73 per cent of CMOs in marketing departments and agencies stating they were concerned about skills shortages.Interestingly,our research found that in-house marketers are more concerned about the skills shorta

29、ges,78 per cent,than their agency counterparts,65 per cent.Compounding the skills gap are the twin issues of recruitment,which was indicated as a source of concern by 72 per cent of respondents,and staff Businesses and marketing agencies must make addressing this skills gap a priority,offering marke

30、ting departments relevant training and development in this continuously moving space,internally or externally.We believe prioritising sustainable marketing skills can unleash a multitude of benefits both for individuals,businesses and wider society.Marketers will of course be more effective and conf

31、ident in their roles,alleviating many of the pressures theyre currently reporting.This in turn will also help organisations address the challenges and tensions they face in developing plans and working towards sustainability commitments alongside their commercial needs.5The Sustainability Marketing

32、Skills Gap Report93 per cent of employers experienced skillshortages in the last 12 months,up from 80 percent last year.52 per cent of employees feel morale is beingimpacted by skills shortages.The Sustainability Skills Gap According to our research,three quarters(76%)of marketers say they have been

33、 involved in sustainability work in the last five years,and nearly half(45%)feel under pressure in their role to communicate their company or clients sustainability credentials.But of course,if marketers want to instigate effective sustainability-led organisational strategies then they need to be eq

34、uipped with the right tools and knowledge.Our findings show that two in five(40%)marketers would like to attain a marketing qualification relating to sustainability but dont currently possess one.retention,indicated as a concern by 61 per cent of respondents.Our research further identifies that agen

35、cies are struggling more with recruitment,81 per cent,than in-house marketing teams,67 per cent.Its not just CIM who are seeing these trends,Hays Recruitments research concludes:Consumersexpectations ofmarketers and viewson sustainabilityThis need to tackle the skills gap and prepare our industry fo

36、r the future is compounded by growing pressure,and an increasing expectation amongst consumers for companies to be doing more when it comes to sustainability.According to our research,63 per cent of all UK adults agree that brands should increase communications around the sustainability of their pro

37、ducts and services.Despite this,only two in five(41%)marketers report that their companies or clients have publicly available sustainability commitments.As we see consumer demands for further action and transparency grow,its more important than ever for brands to prioritise and communicate their sus

38、tainability efforts,and crucially,follow through on the promises they make.In fact,our research finds that over three in five(63%)adults believe that many brands only get involved with sustainability for commercial reasons,as opposed to ethical reasons,highlighting the need for authentic and meaning

39、ful marketing to build consumers trust.When asked who is responsible for checking the sustainability claims made by companies,over half(56%)of consumers say they believe it should be independent trade bodies -such as the Advertising Standards Authority(ASA)or the Competition and Markets Authority(CM

40、A)-who take the leading role.This compares to just 36 per cent who feel it should be the responsibility of the companies themselves,further demonstrating a lack of consumer trust in businesses.Recently,weve seen younger age groups passionately demand action against climate issues,emerging as a key d

41、emographic for marketers to engage for sustainable products and services.Our own research reinforces this,and finds that 18-34 year olds are:More receptive to sustainable marketing-six in ten(59%)say they are more likely to buy products or services from a brand that advertises how sustainable they a

42、re,as opposed to just 31 per cent of those aged 55 and above.More trusting of brands that communicatesustainable efforts-53 per cent are more likely to trust a brand that advertises and markets how sustainable they are,as opposed to just 33 per cent of those aged 55 and above.6The Sustainability Mar

43、keting Skills Gap Report7The Sustainability Marketing Skills Gap ReportMost important sustainabilityclaims for the products peoplebuy according to UK adults:Ways UK adults have made a conscious effort to be more sustainable overthe last 12 months:53%51%46%37%29%28%27%23%22%20%12%11%8%3%Reduce food w

44、asteRecyclingCut down on single use plasticWalk or cycle moreBuy lessEat less meatEat food thats in seasonNo changes madeDonate or advocate for environmental causesBecome fully vegan,vegetarian or pescetarianRenting clothes rather than buying newPurchasing second hand clothes/itemsUsing eco-friendly

45、 cleaning productsRepair items/clothes instead of throwing them away90%87%87%86%85%83%81%80%80%76%75%74%71%RecyclableFree-rangeAnimal Welfare ApprovedFair TradeMade from recycled materialsEco-friendlyRainforest Alliance CertifiedCarbon neutralLow carbonNet ZeroCarbon offsettingOrganically farmedWild

46、 caughtSubstantiate your claimsSubstantiate your claimsWhilst it is important for marketers to communicate their brands sustainability credentials,it is also important to ensure that these claims are evidenced.In February 2023 the ASA updated their guidelines and advise against the use of unqualifie

47、d carbon neutral,net zero or similar environmental claims,explaining the basis for these claims helps consumers understanding,and such information should not be omitted.The Green Claims Code states-where general claims(eco-friendly,green or sustainable for example)are being made,the claim reflects t

48、he whole life cycle of the brand,product,business or service and is justified by the evidence.53%top three brands adults believe are leading on sustainability:Recent adverse weather headlines and social conversations about climate change have made nearly halfof adults consider how they can adapt the

49、ir behaviours to be more sustainable in their day-to-day lives49%of all UK adults dont always purchase sustainable products because they are more expensive than non-sustainable productsReasons given included because the company proactively discusses its efforts across sustainable products,packing an

50、d delivery,and its efforts with electric vehicles.Reasons given included because the company promotes Fair Trade items and its efforts with recycling.Reasons given included because the company has reduced food packaging and aims to give out of date food to those in need.Tighteningregulationsand the

51、fear ofgreenwashingThe introduction of the“Green Claims Code”in September 2021 by the CMA has been a key step in the right direction,helping to ensure that brands making misleading claims are held accountable.The CMA continues to review the impact of misleading green claims online and offline,as wel

52、l as those made instore and on packaging.As stated by the CMA:“Brands who make claims found to be in breach of consumer protection law can be forced to make changes to claims issued,make payment of redress to any consumers who may have been harmed and in some cases may be subject to court proceeding

53、s.“The CMA has recently launched a further investigation to determine how products and services claiming to be“eco-friendly”are being marketed,and whether consumers could be being misled.The CMA is also launching its first sector specific investigation into the practice of“greenwashing”in FMCG goods

54、.This regulatory change comes following a number of high-profile ASA rulings against global brand giants such as Ryanair,BMW and Royal Dutch Shell,who have all been accused of“greenwashing”through misleading advertising.According to our research,this has had a negative impact on marketing profession

55、als attitudes towards sustainability campaigns,with half(49%)saying they are wary of working on them due to fear of their company or clients being accused of“greenwashing”.CIM welcomes the introduction of further legislation to ensure that environmental claims made by businesses are verifiable.We al

56、so passionately believe that marketers should not shy away from communicating on their sustainability credentials for fear of having their claims labelled as“greenwashing”.If anything,it should encourage them to upskill immediately,so they have the tools and knowledge to feed into effective sustaina

57、bility led organisational strategies.Despite these fears,over half(55%)of marketers recognise that sustainability is an increasing business priority,and 51 per cent go as far as to say that climate change could threaten their existence,raising alarms about the impact the climate crisis will have on

58、businesses.Although its clear that sustainability is a key topic in board rooms across the country,three in five(60%)marketers say its a challenge for their company or clients to achieve sustainability commitments while not compromising on commercial needs.It is critical that marketers at every leve

59、l stay up to date with what is happening in relation to“greenwashing”guidelines and regulation.“Greenwashing”not only places an organsiation at risk of fines,but causes considerable damage to brand reputation,erodes stakeholder trust and can be a key factor in a potential employees decision to work

60、for an organisation.9The Sustainability Marketing Skills Gap ReportLike so much surrounding sustainability,to create real change with integrity,it is important to embark on this journey with genuine commitment,not just for PR purposes.Profit is not in itself a bad thing businesses need to be commerc

61、ially viable.Its how you make the profit and what you do with it that matters.It takes time and effort to embed this thinking into a business.Financial reporting has internationally recognized frameworks.Non-financial reporting is less established and therefore less clearly and consistently measured

62、.Starting a modern business from scratch makes it proportionally easier to design every part of the process in a sustainable way,but this is much harder for older,established businesses.We cannot solve our problems with the same thinking we used when we created them.Albert Einstein“10The Sustainabil

63、ity Marketing Skills Gap ReportIn almost every case,the manufacturing process and the way these older companies are organised were not set up with people and the planet in mind just profit.Many have tried to retrofit sustainable thinking into the business,but its not easy,and many fail.Part of this

64、failure can simply be down to entrenched executives still being trapped in old ways of thinking.Their attitude of“Weve always done it that way”prevents forward motion.That is why it is imperative to challenge the status quo.Companies need a new set of sustainability metrics that challenge everything

65、,including areas such as employee satisfaction,charity contribution,staff churn levels and mental health,and carbon reduction progress.These are all new things to nurture and value as part of adrive towards good growth.The following is an extract from:The Sustainable Business Book:Building a resilie

66、nt modern business in six steps by Kevin Duncan&Sarah Duncan.Many businesses still see sustainability as a necessary evil something they must now do whether they like it or not.Others,however,are seeing this as an opportunity to change the way they view success,redressing the bias towards the relent

67、less pursuit of profit with little regard for the health of people and the planet.Rather than focusing on the traditional bottom line,responsible businesses are adopting the triple bottom line people,planet and profit(Figure 10).This term was coined by sustainability pioneer John Elkington.It descri

68、bes a business model that forces companies to focus not just on profits but also on high business integrity and environmental sensitivity resulting in both successful business strategy and moral business practices.It should be noted that in his 2020 book Green Swans,Elkington talks of retracting the

69、 concept of the triple bottom line not because it is bad,but because he is dismayed by how it is being used(or misused).any businesses today are hiding behind the construct,just paying lip service to it and using it as a tick-box exercise,without any genuine desire to change the fundamentals of thei

70、r commercially driven business models.ReFRAMING YOUR PURPOSE1GOING CIRCULARThe circular economy concept also challenges the necessity of owning products in the way that we are traditionally used to doing.It is access to what the product provides that is important,rather than the product itself.Under

71、standing this shift in mindset lays the groundwork for shifting our economy from linear to circular and can be seen in many examples today,from car-sharing clubs to fashion rental.Intelligent modern businesses are asking whether their customers can rent or lease their products instead of buying them

72、 outright with the business keeping the same level ofincome or profit.This moves away from thebuilt-in obsolescence seen often in productstoday(particularly tech),which is designed toencourage regular new purchases rather thanlifetime use.At the heart of a lot of sustainability thinking is the recog

73、nition that we need to embrace a more circular way of thinking.The circular economy model is inspired by natural living systems and promotes the fact that there is no such thing as waste in nature.Unlike the traditional linear approach of takemakeusewaste,a circular economy is a sustainable closed-l

74、oop model(Figure 11).It creates value through product recapture and then recycling,restoring and reusing product elements in remanufacturing thereby radically limiting the extraction of raw materials at the beginning of a products life and the production of waste at the end.In essence,it involves ke

75、eping products and materials in use for as long as possible.The concept is driving new trends in repurposing items,easy home repair and second-hand purchasing.What does this mean for marketers?What does this mean for marketers?Consumption and waste is a massive partof the sustainability challenge an

76、dmarketers are inherently part of thisproblem.However marketers are ideallyplaced to influence change by persuadingpeople to change their behaviour.Research by The World Economic Forumestimates that the transition to a circulareconomy could generate$4.5 trillion inadditional economic output by 2030.

77、Being able to unlock this additional valuewill be dependent on an innovative,pioneering approach.Marketers will need to rethink how theircustomers interact with them and create anew paradigm of increased acquisition andretention.Understanding the true complexity of all products is important in order

78、 to find ways of reducing their negative impact.A Life Cycle Analysis(LCA)is a way of calculating the overall impact that a certain product has on the environment throughout its life.This is often highly complex,as there are many steps in producing even the simplest items.Starting with the extractio

79、n of raw materials like metals and rock from the ground,chemicals from plants,wood from trees,and glass from sand.These raw materials then need to be transported to a place where they are made(or manufactured)into parts and put together to create the final product.When the product is made,it needs t

80、o be distributed for sale(either directly to the customer or via a wholesaler or third party).Additional resources may be needed to repair or return items.And ultimately,to dispose of it when it is no longer working or needed(its end of life).All these stages have an impact on the environment,and al

81、l of them use energy.To properly understand the impact of your product,a Life Cycle Analysis will help you plot every step.Other interconnected concepts include:Biomimicry:Emulating the models,systems and elements of nature to solve complex human problems.Cradle to cradle:A sustainable business stra

82、tegy that mimics the regenerative cycle of nature in which waste is reused.Building on the cradle to grave approach of decreasing waste,cradle to cradle goes a step further and attempts to eliminate waste altogether.Frugal innovation:The process of reducing the complexity and cost of goods and their

83、 production.It usually refers to removing nonessential features from goods such as cars or mobile phones to sell them in developing countries.The Inertia principle:A guiding principle of the circular economy,as introduced by Walter Stahel:“Do not repair what is not broken,do not remanufacture someth

84、ing that can be repaired,do not recycle a product that can be remanufactured.Replace or treat only the smallest possible part in order to maintain the existing economic value.”12The Sustainability Marketing Skills Gap Report The Sustainable Business Book:Building a resilient modern business in six s

85、teps by Kevin Duncan&Sarah Duncan113The Sustainability Marketing Skills Gap ReportWhat is B Corp?The B Corp movement is“unified by one common goal:transforming the global economy to benefit all people,communities and the planet.”The B Corp sustainability credential was launched in 2006 by the non-pr

86、ofit network B Lab,with“the mission to enable people to use business as a force for good”.The popularity of the credential has burgeoned with over 6,000 businesses in 80 countries receiving the prestigious certification so far.Spanning across over 150 industries,a B Corp certification signifies that

87、 a business meets the highest standards of“social and environmental performance,accountability and transparency.A B Crop certification is the gold standard for businesses who wish to demonstrate a sustainable mindset.What is required to achieve a B Corp Certification?Organisations that apply must pr

88、ove they meet B Corps high standards to successfully attain certification.In order to achieve this,companies must provide“verified performance,accountability and transparency on factors from employee benefits and charitable giving to supply chain practices and input materials.”Complete the B Impact

89、Assessment(BIA)to measure andverify social and environmental performance Work towards achieving over 80 points.Its rare to achievethis score when taking the assessment for the first time Complete the B Corp legal requirement by amending yourgoverning documents Submit your application for reviewWhy i

90、s it important to be a sustainable business?According to research by A:88%of reviewed sources find that companies with robust sustainability practices demonstrate better operational performanceof the reviewed studies demonstrate that prudent sustainability practices have a positive influence on inve

91、stment performanceof CEOs believe that the sustainability reputation of their company is important in consumers purchasing decision80%81%How does it help your businesses and marketers?An internal perspective for an organisation,the process and gaining certification means an organisation can:Better u

92、nderstand itself and its purpose.Identify where it needs to improve.Understand how it truly serves its stakeholders.Increase the ability to recruit and more importantlyretain staff.You will be able to articulate clearly and succinctly.what society can expect from your organisation.Work towards benef

93、itting the three pillars of sustainability;people,planet and profit.What does it mean from a consumers point-of-view?Once a business is certified:Consumers can clearly see that a business matchestheir ethics from the B Corp logo on your businesssproducts,services and website.From an external perspec

94、tive,being a B Corp comes with positive reputational benefits and can be used as a competitive advantage.Can help alleviate concerns about“greenwashing”.However,it is important to note that whenever you use sustainability in a competitive advantagesituation,its not with the sole objective of“selling

95、more”and driving profit.Where to startB Corp Certification is designed to help you and your business to:Find a starting point Learn which of the UNs seventeen SustainableDevelopment Goals(SDGs)are most relevant to yourbusiness,understand your existing contribution,and find out how to you can act.A c

96、learer understandingAnalyse your operations,policies,and businessmodels to discover the potential positive impact andrisks these pose in relation to the SDGs.Youll then be able to convey your learning journey and the impact improvement actions you are taking to your consumers.Set goals and track you

97、r improvementA dashboard helps you to both visualise and comprehendyour progress as you work towards your goals.See how you compareThe benchmarking feature is designed for you tocompare your organisation against other businesses in your industry.Whos made a success of becoming a B Corp?Tonys Chocolo

98、nely announced their highest B Corp score of 125 points in May 2022,priding themselves on“living the B Corp mantra of balancing purpose and profit since day one”.Affirming that“Being a B Corp helps us raise the bar by showing us where and how we can keep improving”and publishing annual reports on th

99、eir website detailing where they spend their money,how the business is run and their performance.Sustainable toilet paper producer,Who Gives a Crap,sells an eco-friendly toilet paper and other products,with a mission to donate 50%of their profits to help build toilets and“ensure everyone has access

100、to safe water”.Launching in 2012,they currently have an impact score of 125.5.A number that has steadily increased since becoming a registered B Corp in 2016.In the 2020 financial year,they donated$5.85 million,an increase of 750%compared to the previous year.B Corp is not only about planet and prof

101、it,but people.Their score on Glassdoor by employees,past and present,is currently 4.7 stars out of 5,92%would recommend them as an employer and 100%approve of the CEO.One review declares,“Working for a B Corp is super rewarding”,so its clear that this focus is striking a chord with employees.Loughbo

102、rough UniversityBest-in-class example 1:With younger generations becoming increasinglyaware of the sustainability issues we face as asociety,its crucial for educational institutions to actresponsibly and demonstrate their work to minimise their impact on the planet.Loughborough University is doing j

103、ust that-by weaving sustainability into the heart of its purpose,its a key example of a place of higher education paving the way for a greener future.At a strategic level,policies and commitments havebeen put in place to ensure everyday practices across the university are sustainable.These include:A

104、 building excellence strategy-a process enablingthe institution to run a green campus,with buildings working to be as sustainable as possible.An environmental management system -a toolthat aims to reduce the impact of the universitysoperations on the environment.It encourages theallocation of resour

105、ces,assignment of responsibility,and ongoing evaluation of practices,procedures and processes with a view to continually improve the system.Putting sustainability at theheart of our further educationA campus-wide energy strategy-a developmentframework has been put in place to cover the university ca

106、mpus for a thirty-year period from 2020-2050.As well as these overarching macro commitments and strategies,the university has implemented a number of smaller-scale changes to improve sustainability at a grassroots level.For example,it has installed a“Fruit Route”-a unique project and art installatio

107、n made up of over 150 trees providing a habitat for people and wildlife alike,as well as a location for cultural activities and outdoor learning.In 2013 the campus also welcomed its very own honey bees.This was done with the aim of reducing the declining population whilst increasing pollination and

108、biodiversity in the area-with the added bonus of being able to produce“Loughborough Gold”honey.Crucially,a key driver of Loughborough Universitys approach to sustainability is that they have not become complacent.Students are able to run projects on campus to keep adding sustainable features-ensurin

109、g the technology is constantly improving and growing towards greener alternatives.The institutions previous sustainability strategy has recently come to an end,but with a new Vice-Chancellor and an even more ambitious and fresh strategy in the pipeline,Loughborough University is set to provide some

110、more exciting changes in years to come.15The Sustainability Marketing Skills Gap ReportBest in ClassInnocent UKBest-in-class example 2:When it comes to saving the planet,there are a few brands who are leading the way and innocent has been breaking ground since 1999.Since they were established,innoce

111、nt have always been clear about their brand purpose,which has evolved over the years to meet the changing needs of the environment.As it stands,their purpose is to:“Make natural,delicious food and drink that helps people and the planet live well and die old.”Although,it is a truth universally acknow

112、ledged that everybody makes mistakes and,in trying,innocent have made one or two.In 2021,innocent were accused of“greenwashing”by the ASA because of an advert entitled Little Drinks,Big Dreams.The advert involved a guitar-playing singing otter who seemed to claim that by drinking Innocent smoothies

113、they could“fix up the planet.”Although this was an innocuous claim,the backlash over plastics meant that the ad had to be deleted and Innocent released a statement to apologise.However,this is just another reason why innocent are a cut above the rest.They were able to recognise when they made a mist

114、ake and have since learnt from it by working with the ASA to ensure it doesnt happen again.Their ability to speak to their consumers in a human way and with authenticity and transparency is what makes their brand so recognisable and successful.Their missteps do not tarnish their reputation.Innocent

115、have always tried to reduce the environmental impact of their products as much as they can.They were among the first to use recycled plastics back in 2003,they also champion sustainable farming and have created a truly circular economy for their packaging.After COP26,the importance of keeping global

116、 warming below 1.5 degrees could not have been stressed enough.Innocent are currently working to build their very own carbon neutral factory,which will eventually reduce the amount of carbon in every drink they produce.They are also on track to being completely carbon neutral by 2024 and net zero by

117、 2040.In 2018,innocent were proud to become a B Corp,which is a movement of businesses that believe in balancing purpose and profit,and who strive to use business as a force for good.It is a requirement that all B Corps continue to meet the high standards of social and environmental performance,acco

118、untability and transparency.Innocent are on a mission to prove that business can be done differently.To ensure that they stay true to their purposeand their B Corp values,innocent have internally appointed their own“B keepers”,who come from departments across the business and each have their own res

119、ponsibilities to keep everyone in check.Emilie Stephenson,head of force for good at innocent,believes that“Sustainability may be green but its never black or white.”There are a huge number of ways that businesses can save the planet,whether through carbon literacy training,reducing their digital foo

120、tprint,using recycled materials for their products and packaging or becoming a B Corp.But no brands journey will look the same,and as Innocent proves,there will be challenges along the way,but your success will be measured by how you face them and move forward.It was important to Lucky Saint that th

121、ey were able to establish their purpose and values from such an early stage in their journey,so they could ensurethat their product,marketing and company culture aligned with them thereafter.Making sure that sustainability is second nature is a central pillar of Lucky Saints strategy,and becoming B

122、Corp certified is just one step along the way.From their internal culture,to the way their products are packaged,they strive to place people and planet on the same level as profit.In September 2022,Lucky Saint moved their bottlee-commerce boxes to 100 per cent recycled cardboard.They are also transp

123、arent with the amount ofCO2 they produce and partnered with Earthly tohelp remove some of their carbon emissions andbecome climate positive.As well as being entirely committed to theirproduct,the team at Lucky Saint are alsocommitted to their purpose and their pledge tohelp save the planet.The team

124、have vowed to take their eco pledges home and make an extra effortby cycling into work and not buying new in 2022.This is part of their effort to overall decrease their contribution to climate change.It is clear that Lucky Saint is another businessleading the way in the fight to make the world a bet

125、ter and healthier place.Their virtuous product aligns with their positive company culture,thework they have done to decrease their carbon emissions and their commitment to B Corp Certification which they are expecting to receiveany day now.17The Sustainability Marketing Skills Gap ReportLucky SaintB

126、est-in-class example 3:Persuading Brits to drink more responsibly is no easy feat,but for alcohol-free beer brand Lucky Saint,product and purpose aligned to create something delicious and good for the planet,which is now available in thousands of pubs across the UK.In 2020,Lucky Saint were able to o

127、ffer their drinkers a“proper pint”and launched on draft.Their taps are now installed in over 400 of those pubs.Lucky Saint began in 2018 when founder Luke decided it was time to stop feeling ashamed about ordering an alcohol-free drink when going out to the pub.Luke believed that the greatest reward

128、of drinking isnt in the alcohol,but in the social connection,and although 0%beer wasnt hard to come by,great tasting 0%beer was rare.In the UK especially,socialising and drinking are so deeply intertwined that its hard to have one without the other,so it hasnt always been smooth sailing for the star

129、t-up.Back when the brand was new,they attended a craft beer festival in Manchester and literally had people laugh in their faces when they tried to offer alcohol-free beer to the crowd.Three years on,Lucky Saint are able to see the change in peoples attitudes and this is proven in their popularity a

130、nd success.Lucky Saint is not only well known for being alcohol-free,but also for being purpose-led,and the brand is well on its way to becoming B Corp certified.Since its inception,Lucky Saint have been very clear about their company purpose,their values,and their ambitions which are:Purpose:Inspir

131、e the world to drink better.Ambition:Be the worlds defining alcohol free brand.Values:Be Generous.Stay Humble.Get Lucky.Sustainabilityin careersAs we become more focused on sustainabilityas a society,jobseekers are starting to pay moreattention to a companys sustainability efforts.Infact,we find tha

132、t nearly half(48%)of adults wouldbe more willing to work for a company that theyknow has strong sustainability credentials.Its clear from our research that adults alsoexpect their current employers to be doingmore when it comes to sustainability.Nearlyhalf(48%)would like their employer to be moretra

133、nsparent about the impact their business hason the environment,while only a third(32%)say they are proud of their companys currentsustainability credentials.There is therefore a real opportunity forbusinesses to increase internal and externalcommunications to demonstrate theirsustainability efforts,

134、talking openly about thejourney ahead and the challenges they may faceon the way.In doing this,businesses can not onlyretain top talent,but attract new talent too.Percentage of those who would be morewilling to work for a company that hasstrong sustainability credentials:18-34year olds35-54year olds

135、55+year olds0%Percentage of those who will actively seek out industries which do not have a harmful impact on the planet the next time they look for a job:50%40%30%20%10%18-34year olds35-54year olds55+year olds0%10%20%30%40%50%60%17%8%32%17%10%37%48%7%5%UK adults who are proud of their company/emplo

136、yers sustainability credentialsAre not proudDont knowUK adults who wish their employerworked harder to be more sustainableDo notDont knowUK adults who would like their employer tobe transparent about the impact its products/services have on the environmentDo notDont know18The Sustainability Marketin

137、g Skills Gap Report19The Sustainability Marketing Skills Gap ReportFundamentals of Sustainable MarketingA new online course from CIM which enables marketers to get started on their journey to becoming a sustainable marketer.Carbon Literacy for MarketersThis course,accredited by The Carbon Literacy T

138、rust,enables you to certify as a Carbon Literate citizen.The Sustainable MarketerThis course provides a broad understanding of the sustainable landscape,and how to take the lead in driving sustainable marketing.CIM offers a range of sustainability focused qualifications to provide marketers with the

139、 skills and insight needed to incorporate sustainability into their roles and business strategies.The CIM Marketing Leadership Programme and Postgraduate Diploma in Professional Marketing(available outside of the UK)provide experienced marketers with strategic direction allowing them to develop and

140、implement sustainable strategies to drive positive business change.The CIM Level 6 Diploma in Sustainable Marketing enables marketing managers to expand their knowledge and support a business in responding to sustainability challenges.Training coursesCIM offers a wide range of training courses to he

141、lp marketers keep up to date with the latest trends in sustainability including:Sustainable Marketing StrategyThis course enables marketers to ensure that sustainability is embedded within business strategy.Sustainable Brand StrategyLearn how to ethically manage a brand strategy and develop a moral

142、advantage.Strategic Marketing Planning for 2024 Explore how the role of brands and their relationship with consumers has changed and understand how you can futureproof your marketing strategy.addressing the sustainability skills gapCIMs s Sustainable transformation hubFor more information on sustain

143、able marketing and how marketers can drive sustainability across the business visit the CIM Sustainable Transformation Hub for the latest research.QualificationsMarketings ability to drive changeEvery marketer should remind themselves that their job is not just about driving click-throughs or market

144、ing a product.They are in a unique position to influence social change,mediating the relationship between brands and their customers.They should act as a catalyst for positive change and have an important role to play in making sure that brands have sustainability high up on the priority list.“-Gemm

145、a Butler,former CIM marketing director and co-founder of Can Marketing Save the PlanetAn online poll of almost 2,000 people we ran found that 71 per cent of respondents feel that marketing now plays a significant role when it comes to driving sustainability initiatives,and an overwhelming 97 per cen

146、t think marketing has the power to drive through change.“The good news is that marketers are already,to an extent,influencing businesses to put sustainability at the heart of discussions.Seven in ten(71%)marketers feel they have a voice within their company or with their clients when it comes to sus

147、tainability,demonstrating the positive impact they could have within businesses when armed with the right skills.In a list of marketing activities ranging from raising awareness of sustainable business activity to sustainability reporting-educating themselves on sustainability and climate change was

148、 the most common priority for marketers,with nearly a quarter(23%)saying it was a focus for the next twelve months.Whilst our research uncovers a sustainability marketing skills gap in the industry,its encouraging to see that marketers are aware of their shortcomings and willing to take the necessar

149、y steps to understand the more practical and technical aspects of sustainability.Prioritising training will no doubt lay the foundations for more successful sustainable marketing campaigns,and ultimately drive change.-James Delves,head of PR,content and community,CIMtop recommendations1.EDUCATE YOUR

150、SELF2.SET TARGETS3.Keep up to date withregulations21The Sustainability Marketing Skills Gap ReportRead up on the latest developments in sustainability by subscribing to relevant newsletters from publications such as E,Sustainability Magazine and BusinessGreen.These media outlets also regularly host

151、webinars and events where you can engage directly with industry experts.Make sure you are also clear on the UNs Sustainable Development Goals(SDGs),the Paris Agreement and the outcomes of COP27.They will all be central to businesses and governments sustainability efforts in the coming years.Any ambi

152、tion needs clear targets,but it is especially important when looking at a strictly regulated area like sustainability.No matter how big or small your organisation or clients are,everyone can make a difference through making more sustainable choices.Make sure to also factor in a review period at the

153、end of the timeline to encourage discussions in the business on how to improve for the future and to reflect on learnings.5.Understand your colleagues AND BOOST EngagementTalk about it,make sustainability part of your everyday conversation(a social norm),take the lead as marketing and work with your

154、 HR department in an effort to understand what matters to your employees,what they are passionate about and how they can participate when it comes to sustainability.Following this,establish an internal sustainability action group with colleagues from all levels to ensure there is buy in for sustaina

155、bility efforts from the top down.This group can lead sustainability initiatives for the company internally,such as recycling,newsletters sharing sustainability news,and town hall meetings,ensuring everyone is involved.This will help to ensure you are confident of the guidelines you need to work with

156、in.Communicating to colleagues regulatory changes can also provide valuable insights to the wider business and prevent situations arising which could damage brand reputation,trust and put your organisation at risk of having ads banned or potential fines.4.Training is keySet aside a budget and time f

157、or the marketing team to undergo relevant training externally,or host a training afternoon internally where people from other areas such as internal comms can also join.Sustainability is the biggest challenge humanity is facing and one of the most talked about subjects in business.This fast moving s

158、ubject needs to be prioritised and a focus at every level.The Sustainability Marketing Skills Gap Report|223ConclusionAs a society,we can no longer say that were not aware of the scale and challenges of climate change.The UN secretary general,Antnio Guterres,said of The Synthesis Report released on

159、20 March 2023:“This report is a clarion call to massively fast-track climate efforts by every country and every sector and on every time frame.Our world needs climate action on all fronts:everything,everywhere,all at once.”We must recognise the critical role our industry can play.Our ability to info

160、rm and educate not only enables us to raise awareness of sustainability issues to mass audiences,but importantly our positioning provides a unique,direct link between the C-suite and consumers.As weve demonstrated throughout this report,positive steps have already been taken -with many marketers alr

161、eady working on sustainability campaigns,and others showing an interest in securing the relevant training to be more effective in their role.However,we appreciate that there is still hesitancy and fear of wrongdoing within the industry.https:/www.ipcc.ch/assessment-report/ar6/CIMs recommendations ha

162、ve been developed to provide support and guidance for the 49 per cent of marketers who say they are wary of working on sustainability marketing campaigns due to the fear of“greenwashing”.Our recommendations aim to help marketers feel confident in increasing their businesses communications around sus

163、tainability efforts,and addressing consumer demand to see more action from companies on sustainability.Climate change is complex,and the road ahead will be challenging.Marketers will have to learn,adapt and evolve within an ever-changing landscape but at CIM,we are confident that the talented indivi

164、duals of the marketing sector will drive and support greener business models that give consumers the power to make more sustainable choices.The Sustainability Marketing Skills Gap ReportCIMMoor HallCookham MaidenheadBerkshire SL6 9QHUnited KingdomCall:01628 427250Visit:cim.co.uk/content-hub/thought-leadership Email: heCIM CIM_Marketing CIM|The Chartered Institute of MarketingAuthored by:Chris Daly,James Delves,Bryndley Walker&Opinium CIM 2023.All rights reserved.Permission to reproduce or extract material from this publication must be sought from CIM.