In this episode, our host Jonathan Hall speaks with Michael Hanbury-Williams, UM's Head of Purpose and Sustainability for EMEA, and Gabriele Herrmann-Scharnberg, Client Partner at Kantar, to dive into our groundbreaking "Purposeful Purchase Journeys (PPJ)" study. Data from Kantar’s Global Issues Barometer reveal that 67% of shoppers want to buy environmentally sustainable products but believe brands need to make the “greener” choice also the “easier” choice from an availability or cost perspective. Discover how brands can use the PAVE framework (Product, Actions, Value, Ethics) to transform their sustainability marketing from just an “add-on” or “nice to have” into a core business strategy. Learn how embedding sustainability into brand strategies can turn sustainability pledges into actionable marketing tools that boost brand affinity across the purchase journey and drive long-term growth. Click here to listen to the podcast episode: https://pod.fo/e/23bfde Click here to read the report "Sustainability and Purpose: PAVE the Path-to-Purchase": https://loom.ly/neWSeDw
