Companies need to pay more attention to the ethical values of their workforce, according to research by The Drum, in association with Gyro
Employees feel strongly about working for companies that care about the impact their business is making on the environment. But it appears that their employers need to do more to prioritize sustainable practices across the organisation and make it apparent to the workforce.
An upcoming market insight report on sustainability surveyed over 200 marketers on current attitudes towards sustainability within brands. The aim was to understand what role marketers play in driving sustainability across the organisation and how they incorporate it within their organisation.
The survey asked marketers whether they personally believe in an ethical imperative to incorporate sustainability into processes, and then asked the same question about their employer’s attitude. The responses suggest that marketers feel a stronger moral imperative (83%) in comparison to their organisation (68%). This aligns with a growing body of research which suggests that employees, particularly millennials, want to work for brands that identify with their personal values and are working towards a higher good.
When it came to particular business units seen as the organisational drivers of sustainability, the c-suite came out on top (51%) followed equally by marketing and sales (32%) and operations (32%).
In addition, just over half (53%) are happy to collaborate with competitors in tackling sustainability. Moreover, 52% of marketers believe that investing in sustainability will result in an overall better perception of their brand, with 42% saying it will lead to long-term financial returns.
Kate Howe, managing director at Gyro says: “This is an incredibly exciting opportunity for marketers. Millennials are looking to brands to do the right thing by our planet and by humanity in general. I think 2016 is the year of the tipping point where the responsibility has shifted from somebody else’s responsibility to becoming all of our responsibilities.”
The full report will be available to download soon. The winner of ‘Sustainable B2B brand of the year’ will be announced at The Marketing Can Change the World Awards, part of Do It Day, on Thursday, 10 November 2016.