WPP, the marketing services group, has been exploring and reporting on the role of marketing in promoting more sustainable products and lifestyles since 2002. This year, its report leads with a feature on research by WPP agencies which sheds new light on targeting a mainstream audience with sustainability messages, and explores how WPP agencies are bringing these insights to life in client campaigns.
Through its reporting, WPP is starting to track the financial significance of sustainability to its business and estimates that clients who engaged with WPP on its approach to sustainability were worth at least $1 billion to the Group in 2011.â€¨The report also covers progress against WPPâ€™s ambitious climate target and its contribution to the charity sector through pro bono work.
WPPâ€™s report will soon be available in an app version and sustainability performance is also integrated into WPPâ€™s annual report.â€¨â€¨Context has been working with WPP on its reporting and strategy since 2002. See www.wpp.com/cr