Event Round-Up: The Business Case for Sustainability
All eyes have been on Dubai as the city has been hosting the UN climate conference, COP28, over the past two weeks - bringing together policymakers, business, and civil society to address the climate crisis. Expectations have been high as scientists have made clear that our window for opportunity is closing fast, with the deadline of halving global emissions by 2030 approaching quickly. If we don’t manage to collectively address the climate crisis, the future looks bleak for all, with irreversible damage imminent on the planet and people. Pressure is mounting on all stakeholders, including business. The focus for COP this year has been on moving from ambition to action, authenticity, and transparency.
Ahead of COP28 kicking off, we were proud to host a session on ‘The Business Case for Sustainability’, at our Dubai office, bringing together leading global and regional experts from dentsu to give our clients, partners and teams from across the region an exclusive opportunity to dive into key topics of relevance ahead of COP28 and how this impacts them.
Tarek Daouk, CEO of dentsu MENA, opened the discussion sharing how the MENA region faces unique climate challenges, including water scarcity, extreme temperatures, and the risk of desertification. COP28 has provided an opportunity for countries in the region to address these challenges and work collaboratively on climate adaptation and mitigation strategies. It was also an opportunity for businesses to actively contribute to climate action, position themselves as leaders in sustainability, and align with global efforts to address climate challenges.
The communications industry in particular can play a crucial role in advancing climate resilience and sustainable development. Our deep understanding of human behaviours and our ability to influence the way that people think, feel and act means we are uniquely placed to support our clients to create demand for a more sustainable and inclusive way of living. The session covered why this is so important, and the role of brands and our industry in supporting a transition that puts our economies on the path toward a new low-carbon, high-growth, sustainable economic model.
In conversation with Rob Gilby, CEO of dentsu APAC, he stressed the urgency of this crisis. Our window for opportunity is closing quickly – with just six years left to halve global emissions. Reflecting on two days at the World Business Council for Sustainable Development Conference – Rob shared that one of the things that was repeated and again was the need to see what’s around the corner. We know sustainability will be one of the biggest drivers of innovation and transformation across all industries – yet we’re not prepared enough for this transition:
“Having a positive social impact is a core value, there is a need to integrate this demand into business strategy. Sustainability is about future proofing a business – this is critical for business growth – not only protecting from risk but unlocking new markets and audiences. Not only this, but the risk of inaction is high – with companies losing trust by falling foul of greenwashing or disclosures, losing talent or clients. Business as usual is no longer enough.”
Rob also stressed the important of sustainability when it comes to the war on talent - we know both current and future talent prioritise sustainability and want to be a force for good, particularly the younger generation.
Jordan Hunter-Powell, Head of Global Campaigns and Stakeholder Engagement at dentsu, presented dentsu’s comprehensive approach to sustainability. This includes capability-building, sustainable business solutions, and examples of how ‘growth through good’ is not just a slogan but a business reality. This was followed by a session from Maya Tayara, Head of Client Engagement and Growth at dentsu MENA, showcasing how dentsu is prioritizing sustainability in business strategies and marketing with several local and global case studies where purpose-driven marketing has led to significant impact and behaviour change.
Key takeaways:
- We need innovation, creativity and storytelling urgently to tackle the climate crisis.
- Consumers want to be more sustainable, but we know that they aren’t changing behaviours or habits fast enough. As marketers, we can support this transition and make lower carbon lifestyles attractive.
- We’re uniquely placed to blend creativity, technology, data and innovation to influence collective behaviour change through purpose-driven marketing
Dentsu’s role is not just of an observer but as an active contributor to the global sustainability agenda. Our actions, both within our organization and in collaboration with our clients, reflect our commitment to a sustainable future.
We continue to push the boundaries, demonstrating that responsible business practices and economic success are not mutually exclusive but in fact, complementary and essential for the long-term prosperity of our planet.