1、Why marketing must lead the new wave of corporate sustainable transformationMarketing a Better FutureA dentsu and Kantar Special Report on Corporate Sustainability/January 2023Kaveh ZahediDeputy Executive Secretary United Nations Economic and Social Commission for Asia and the Pacific 2Marketing a B

2、etter Future“Time is running out.Right now,at the current pace,without raising ambitions,without acceleration,this region is not set to achieve any of the sustainable development goals by 2030.”21Marketing a Better FutureThe time is nowAsia Pacific is projected to become the worlds wealthiest region

3、 by 2030.Within the next decade,55%of upper middle income and above households will call Asia Pacific home,contributing to half of global consumption growth1.Much of this will be driven by rapid digitalisation,with Southeast Asias internet economy alone forecast to reach US$1 trillion by 20302.But,a

4、s things stand,the Asian Century is coming at a very huge cost.Development and modernisation are driving massive leaps in consumption.Our living reality in Asia Pacific is such that our populations are at the frontline,and we disproportionately bear the risks climate change will have on the environm

5、ent,society,and the economy.The most recent Intergovernmental Panel on Climate Change(IPCC)report called for the halving of global emissions by 2030 and for the first time ever,highlighted the need for demand side-mitigation strategies3,recognisingthat wide scale human behaviour change has a major r

6、ole in reducing carbon emissions.Strategies mentioned include shifting towards sustainable consumption(this includes dietary shifts),longer lived or repairable products,and fundamental lifestyle shifts to how we travel and power our homes.At the same time,consumers are more vocal in asking for susta