May 26, 2009 - A new report from the World Wildlife Fund calls for ad execs to embrace an holistic approach to sustainability - for the sake of the brand’s very survival.

The report, Let Them Eat Cake, reveals that the majority of consumers around the world now prefer brands that are environmentally and socially responsible. But, report authors, Anthony Kleanthous and Jules Peck, also point out very few brands are actually supporting this interest. On the contrary, marketers are accused of contributing to unsustainable patterns of consumption such as using too much packaging.

“Although 81% of communications professionals believe they have a strong influence over consumer behavior, only 3% were held responsible by their employers for the environmental and social aspects of that behavior,” the report says.

The report also quotes that 53% of UK and 66% of US consumers have considered switching brand due to corporate social responsibility, while 18% of UK consumers have actually purchased as a result of a company's ethical reputation, and 18% have participated in an ethically-motivated boycott.

Advertising campaigns focusing purely on environmental and social issues are unlikely to motivate ordinary consumers and likely to put advertisers at risk for accusations of greenwashing, according to the report. It recommends that brand owners must tune into changing societal value shifts and learn to incorporate sustainable values into their brand DNA. This will reassure consumers that it is a responsible brand, without overloading them with technical details. In turn this will filter into their research and development and production process to deliver more sustainable products and services.

"People have a personal relationship with brands and products and are increasingly looking for those brands to help them feel good about themselves. Our research has highlighted that many marketing professionals are aware of sustainability and are ready to take up the challenge," says Peck.

Recommendations also include that companies need to understand both their brand and their consumer's relationship to sustainability, integrate Corporate Social Responsibility into marketing and other functions, innovate, and most importantly 'sign up' customers on the brand journey companies are taking.

To download the full report, Let Them Eat Cake, click here (pdf).

Discover ways to build sustainability into your brand, at Sustainable Brands 09 in Monterray, California.