The
American Marketing Association (AMA) and
Fleishman-Hilliard conducted a survey of 270 respondents earlier this year (between January 14 and February 19) and came to some interesting conclusions.
Most encouraging is that marketers and communicators are very positive and believe that a focus on sustainability will result in cost and production efficiencies, enhanced brand image and relationships with stakeholders, and competitive differentiation.
"When it comes to new and potentially expanded opportunities for sustainable development, communicators - primarily those who hold marketing or public relations jobs - remain optimistic for the future. This optimism is a welcome bright spot in a time of increasing global economic uncertainty and rising climate crisis. Marketers and communicators appear to be taking a long-term view of organizational sustainability, recognizing that new investments made within the next year will pay off handsomely in the years that follow."
What definition of sustainability resonates with the survey respondents?
Get your copy of the report summary for more details.