The Drum and Gyro launch major initiative examining the impact of sustainability on B2B marketing

The Drum has launched its first major initiative examining the impact of sustainability on business, B2B4Good.


Launched in partnership with leading global B2B marketing agency Gyro, the centerpiece of the B2B4 Good project is a global research study entitled: “Sustainability and the Transformation of Business Marketing.”

We are asking fresh questions with the potential to unearth new findings about this vital topic.

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The research aims to discover trends such as: the main benefits and barriers to sustainability initiatives; the role of procurement; which departments are tasked with driving sustainability; whether sustainability is part of new product development criteria; and the importance of sustainability in supplier selection.

Through the project, The Drum and Gyro will showcase the businesses that are truly leading the conversation when it comes to corporate social responsibility. In fact, the findings from this study will be used to refine the criteria and selection process for a first-of-its-kind reader poll that will recognize the leading sustainable B2B brands in the world.

At the culmination of the B2B4Good project, one winning company will be honoured with the Sustainable B2B Brand of the Year award. This will be announced at The Drum's flagship Do It Day event at a ceremony highlighting how marketing can change the world.

The results of the research will also form the basis of an in-depth report, Market Insight: Sustainability Edition, in association with Gyro.

“The Drum believes marketing can change the world and sustainability is a key factor in this,” said The Drum editor-in-chief Gordon Young. “This initiative will enable The Drum to celebrate the brands making the most contribution in this area at Do It Day, one of our most important annual events.”

“It’s not about business-to-business. It is about business-to-people. People want to identify with the higher purpose of a business, the values, the beliefs and the culture,” said Christoph Becker, ceo+cco, Gyro. “There is nothing more humanly relevant to customers than sustainability. Customers expect business to drive positive and necessary change because sustainability isn’t just about business, it is about the future of life itself.”

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