Recognising that more New Zealand businesses are needing help to navigate the world of sustainability and consumers, Kantar has established a Sustainable Transformation Practice.
Jason Cate, appointed to lead the practice, will be responsible for giving New Zealand companies access to the resources of this specialist practice within the world’s leading consumer insights, marketing data and analytics company.
Cate says nearly 100 percent of the CEOs of the world’s largest companies believe sustainability is critical to their companies’ future success, but the challenge is moving from ambition to action.
“There are many barriers to companies going from talking about sustainability to being sustainable in a meaningful way and understanding where consumers values and actions are at is just part of the puzzle,” says Cate.
“Transforming companies to be sustainable is a hard job. Company executives are under pressure from so many angles, including maintaining short-term profitability and the multiple challenges in transforming how a business operates. We are here to support them with evidence-based advice with consumer data from 80 countries around the world including just about any economy that could be of interest to New Zealand exporters.”
Kantar’s Chief Client Officer Sarah Bolger says these challenges are similar to what consumers are facing.
“In our last Better Futures Report Kiwis told us it was too much effort to be sustainable. The main barriers to consumers buying sustainable products are time, money, and effort.
“Companies which simply tell the market ‘We’re green’ or preach the value of being sustainable will just make consumers feel bad about themselves because they still face the barriers of time, money, and effort.”
Kantar New Zealand and Australia Managing Director Jon Foged says: “Both Jason and Sarah have a long history in driving positive outcomes in the sustainability space for our clients. Leveraging their leadership, passion and expertise combined by our powerful global Kantar sustainability network will facilitate momentum in this incredibly important sector.”
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