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The latest report from J Walter Thompson’s Innovation Group, explores the urgent need for brands to adopt regenerative, not just sustainable, business practices.
The New Sustainability: Regeneration, the latest report from J Walter Thompson’s Innovation Group, explores the urgent need for brands to adopt regenerative, not just sustainable, business practices.
Doing less harm is no longer enough. The future of sustainability is in regeneration, doing business in a way that restores our fragile ecology, rejuvenates communities and makes a net positive difference in people’s lives.
Why the urgency? 2018 has seen record heatwaves on four continents, wildfires in the Arctic Circle and perilous water shortages. Despite 195 countries signing up to the Paris Agreement to reduce carbon emissions, global use of resources continues to exceed planetary boundaries. As governments struggle to keep nations on track, businesses and brands have an opportunity to play a decisive role in creating a sustainable future.
But what was perhaps once seen as a burden or a box-ticking exercise now holds the key to innovation and revenue potential. According to conservative estimates, a new sustainable economy could be worth $12 trillion and create 380 million jobs. It’s potentially a win on many fronts for brands, which can drive efficiencies and minimise exposure to risks while aligning with the values of many of their stakeholders.
Consumers are already operating from a sustainability mindset, even if they struggle to make it a routine lifestyle. They are increasing the pressure on brands to make it easier for them to do so, calling for greater transparency and pushing for more sustainable options.
To understand attitudes and behaviours across countries, the Innovation Group commissioned an original survey of just over 2,000 adults in the United Kingdom, the United States, Australia and China. The study was conducted by SONAR™, J. Walter Thompson’s proprietary research unit. The team also interviewed more than thirty experts, influencers and thought leaders in the sustainability space.
AUTHOR
Marie Stafford, European Director, the Innovation Group
Sarah Tilley, Consultant, the Innovation Group
Ella Britton, Associate Consultant, the Innovation Group
Key take outs:
THE NEW SUSTAINABILITY: REGENERATION
Visit JWT’s showcase to read the full report
CONTACT
Jo Doyle, PR & Marketing Manager, JWT London, [email protected]
Marie joined J. Walter Thompson in 2004 and leads the European division of the Innovation Group, delivering trends, insights and thought leadership to the agency's clients.
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