The insights in this report come from 20 in-depth qualitative interviews conducted by FT Longitude in November and December 2021. We chose participants for their expertise in marketing and communications and corporate sustainability.

• Fabrice Beaulieu, chief marketing, sustainability and corporate affairs officer, Reckitt
• Dr. Arlo Brady, CEO, Freuds
• Gemma Butler, former marketing director, the Chartered Institute of Marketing
• Tracy Dickerson, head of external communications, Zurich Insurance
• Robert G Eccles, visiting professor of management practice, Saïd Business School
• John Elkington, founder and chief pollinator, Volans
• Filip Engel, vice president, sustainability, public affairs and branding, Ørsted
• Peter Field, independent marketing and advertising professional
• Nina Hajikhanian, eCommerce director, Patagonia
• Professor Ioannis Ioannou, associate professor of strategy and entrepreneurship, London Business School
• Will Kirkpatrick, head of sustainability and social impact, Virgin Media O2
• Julia Salant, head of sustainability innovation, EcoVadis
• Karen Ngui, managing director and head of group strategic marketing and communications, DBS
• Carolyn Rich, head of brand marketing and social responsibility, Allianz
• Denielle Sachs, senior director and global lead, APCO Impact
• Paul Twivy, founding partner, Purpose Done Right
• Miguel Veiga-Pestana, former chief sustainability officer, Reckitt
• Tracy Waxman, head of brand and marketing communication at Zurich Insurance
• April Williamson, lawyer, the Climate Programme at ClientEarth
• Stephen Woodford, chief executive officer, the Advertising Association

References

1. ‘Marketing and Sustainability: Closing the Gaps’, World Federation of Advertisers (WFA), 2021
2. ‘Marketing and Sustainability: Closing the Gaps’, World Federation of Advertisers (WFA) 2021
3. ‘Marketing and Sustainability: Closing the Gaps’, World Federation of Advertisers (WFA) 2021
4. ‘Future of Marketing: The New B2B’, American Marketing Association New York (AMA), 2021
5. ‘B2B Buying Guide 2022: The Impact of ESG on the B2B Buying Process’, FleishmanHillard UK, 2022
6. ‘Release: 49% of marketers wary of sustainability ads’, The Chartered Institute for Marketing, 2022
7. ‘Green Claims Code - get your green claims right’, GOV.UK, 2022
8. Marketer’s Toolkit 2022, WARC, 2022
9. ‘Purpose Perception: Porter Novelli’s Implicit Association Study’, Porter Novelli, 2021
10. ‘Purpose could be ‘the death of brands’, warns Byron Sharp’, Marketing Week, 2021
11. 'The Journey Towards Purpose-Led Growth', Kantar, 2020
12. 'Power of Brand Purpose', Peter Field & IPA, 2021
13. 'Terry Smith says Unilever has "lost the plot" over ESG while PayPal should "stick to its knitting"', Proactive Investors, 2021
14. 'Towards Zero Food Waste', DBS Bank, 2020
15. 'Our purpose and compass', Reckitt, 2022
16. 'Don’t Buy This Jacket, Black Friday and the New York Times', Patagonia, 2013
17. 'Blue heart of Europe', Patagonia, 2022