需要を形成しネットゼロ達成を加速する、革新的なマーケティング
マーケティング部門は、ビジネスの需要に関して消費者行動を形成することができる立場にあります。 多くのマーケティング部門は、組織のサステナビリティ目標の達成やプログラムの実施にあたり、中心的な役割を十分に担えていません。 ネットゼロを達成するためには、マーケティング部門がイノベーションを起こすために必要なツールと情報を与えることが重要です。
Anna is Chief Sustainability Officer at Dentsu and a senior associate at the Cambridge Institute of Sustainability Leadership. Anna joined Dentsu in September 2018 where she is a member of the Global Executive Team, Risk Committee and Sustainability Committee. She is responsible for embedding purpose at the heart of business, culture and operations, including Dentsu's SBTi approved net-zero target and award winning campaign to eradicate malaria. She is a member of the Business Commission to Tackle Inequality, steering committee member of Ad Net Zero and advisory board member to Sustainable Brands. Prior to joining Dentsu, Anna spent five years as Sustainable Business Director for BT Group plc where she was also an advisor to the UK government on digital inclusion. Under Anna’s direction BT established itself as a global leader in digital inclusion launching new services aimed at supporting the most vulnerable in society. Anna also launched ground-breaking partnerships with brands and NGOs, including Barclays, Novartis, Coca-Cola, the British Asian Trust and UNICEF, to promote equal access through digital to education, employment and health. In 2017 BT’s Connecting Africa programme, delivering satellite broadband and healthcare management systems to remote rural villages in Sub-Saharan Africa, won the ‘Changing Lives’ award at the Broadband World Forum and the World Economic Forum’s ‘New Vision for Development’ award. Anna was also responsible for delivering BT’s ambitious ‘Net Good’ environmental goal. In 17/18 revenue from products and services that abate carbon totaled £5.3bn – 22% of BT’s revenue. That same year BT was rated by Newsweek as the leading green telecommunications company in the world and became one of the first companies in the world to set a new science-based carbon reduction target in line with a 1.5 degree scenario. Anna and her team won Business Green’s ‘Sustainability Team of the Year’ award in 2018. Previous roles include Communications Director for BT’s global technology division and media spokesperson for BT Group, member of the BT India Committee for Sustainable and Responsible Business, Steering Committee Member for the World Economic Forum’s Internet For All initiative and member of the World Business Council for Sustainable Development Operating Committee. Between 2014 and 2018 Anna was a judge of the Tech4Good awards and BT’s Infinity Labs competition, a collaboration with Tech Hub helping to identify and nurture the growth of organisations delivering social impact, and in 2021 a member of the Cannes Lions SDG jury. Anna joined BT in 2004 from Brodeur Worldwide, part of the Omnicom network, where she led global campaigns for brands including Philips and Vodafone. She has a degree in European Law and Languages, a post-graduate diploma in Journalism and is a graduate of the Senior Executive Programme at London Business School. She is a life-long vegetarian.
マーケティング部門は、ビジネスの需要に関して消費者行動を形成することができる立場にあります。 多くのマーケティング部門は、組織のサステナビリティ目標の達成やプログラムの実施にあたり、中心的な役割を十分に担えていません。 ネットゼロを達成するためには、マーケティング部門がイノベーションを起こすために必要なツールと情報を与えることが重要です。
Marketing is uniquely placed to shape consumer behaviour on the demand side of business – which is why it should be a central part of companies' sustainability strategies.
The advertising and marketing industry has the power to persuade people to switch to low-carbon lifestyles and it must use this power before it's too late.