How do you create a healthy future? Marketing as a driver of sustainability transformation.

But that is not enough. This goal is interwoven with many others. There are interdependencies and conflicts that need to be balanced, at a corporate, social and global level. For example, the SDG 3 goal can only be achieved if progress is made on the climate goal. The climate crisis is one of the biggest health threats currently facing humanity. Climate change has a negative impact on health, it exacerbates cardiovascular and respiratory diseases and allergies, catastrophic extreme weather events put a physical and psychological strain on people and the already overburdened healthcare system. Climate-related crop failures lead to famines.

Environmental problems also lead to illnesses caused by air, water and soil pollution, as do inhumane, unhealthy working conditions in the supply chain in distant countries. Even in our part of the world, social or psychological stress caused by unequal treatment, overwork and underwork can make people ill and a lack of employee and health protection can put a strain on our health system. Climate, environmental and social protection is therefore preventive health protection.

Unfortunately, the healthcare system and healthcare industry pollute the climate and the environment with high CO2 emissions. The healthcare sector is still at the very beginning of its journey towards a regenerative economy. Resource efficiency and the circular economy are just as necessary as the avoidance and disposal of waste. There is also still room for improvement in the healthcare sector when it comes to social issues such as DEI, fair pay and relieving the burden on nursing staff.

Sustainability course offers long-term potential.

However, these challenges are offset by opportunities. Companies that focus on sustainability can strengthen their resilience, realize cost savings, secure their future with improved products, processes and innovative business areas, increase employee satisfaction and improve their image among customers, talents, investors and the public, and achieve competitive advantages and growth.

Realizing opportunities with systematic conversion

New EU regulations on sustainability are putting pressure on companies, above all the extended reporting obligations under the CSRD Directive, which now also apply to SMEs. However, these unpopular bureaucratic regulations also contain suggestions for a stringent approach that need to be utilized. Systematic restructuring includes a clear anamnesis, a materiality analysis with the selection of goals that promise the highest impact, the definition of measurable KPIs, the digitalization of measurement, a stringent integration of the sustainability strategy into the financial management of the company, a culture that understands sustainability and change as a value, as well as creative, honest communication that involves all stakeholders.

Such a transformation process is exhausting and can even be painful. There is no simple panacea; every organization has to find the right path for its challenges.

Marketing and agencies as drivers of transformation.

Marketing, communication and creativity are the most underestimated drivers of sustainability. As one BMW manager said: “Sustainability needs substance, transparency and honesty and a lot of excellent communication and explanations both internally and externally.” Marketing can contribute all of this.

Substance is achieved through an active culture, new processes and business areas. This requires ideas and innovations that also bring ROI. Good market and competitor assessments, customer journey knowledge, a target group-oriented strategy and all the data-driven marketing tools help to determine and promote the most promising ideas, processes and products.

Without good creative, inspiring narratives, it is very difficult to anchor sustainability thinking and action in organizations. Only narratives that appeal to both the heart and the mind can overcome fears and reservations. Communication that merely repeats sustainability buzzwords, is not based on facts and is not honest does the cause a disservice. Only with authentic, but also courageous communication can sustainability solutions be sold on the market. Turnover and growth are needed for investments to pay off. Without economic success, there is a risk that all sustainability initiatives will be abandoned.

Agencies that are characterized by creative methods and work, that have transformation experience and also think in business categories can

- help to align the sustainability strategy with the company's goals and harmonize business indicators with a creative brand strategy and impact goals;

- Thinking about the future together in scenario workshops and ideation labs during strategy development and materiality analysis, developing disruptive new business models and assessing the opportunities and risks of solution approaches;

- overcoming obstacles in the change processes and inspiring employees for sustainability with motivating communication when anchoring sustainability culture in the company;

- prepare the legally required reports in line with stakeholder requirements and use regulatory-compliant yet exceptional external communication to ensure that efforts in the area of sustainability are worthwhile and pay off through economic success and value enhancement.

With such a holistic marketing and creation-driven approach, sustainability becomes the engine for the economy, prosperity, progress and a healthy future for people and nature.