Execs Wrestle With Integrating Sustainability and Biz Goals

â–¶ Sustainability Struggle: Many major brand owners find it difficult to place sustainability at the heart of corporate strategy, despite the fact it is reshaping consumer preferences, innovation and manufacturing, says Deloitte, which quizzed 48 senior execs. Major findings include:

• 65% of the execs hope to strengthen eco-friendly credentials of products, 46% cite improved manufacturing techniques and 31% named “brand enhancements and perception” as sustainability goals.

• When identifying which functions had been impacted by sustainability, 51% said the activities of marketing teams were most affected, the highest percentage overall.

Two-thirds of participants said sustainability had either already reshaped their business model or would do so, and 44% had adapted their manufacturing process, but just 10% followed the same route for R&D procedures. PRN

Source: Deloitte