In this episode Jonathan and his guests talk about the role of marketing in businesses sustainable transformation.

Welcome to Part Two of our Sustainable Futures podcast episode on Purpose. Jonathan Hall is joined again by Dr Victoria Huth, a Pracademic working across academia and practice for the last 20 years; Jeremy Schwartz, Chairman of Kantar’s Sustainable Transformation Practice; and Ozlem Senturk, senior partner of global sustainable transformation practice at Kantar.

In Part One we asked whether Purpose had had its day; here we tackle the knotty challenge of linking Purpose to Sustainability goals and the role of Marketing in delivering this. In this episode we explore the need for a multi-stakeholder perspective in understanding the holistic value chain, the evolving role of marketing as a strategic value generator, and the critical importance of the CEO in driving change. We also discuss the role of innovation in driving system change and redefining consumption, and the opportunity for marketing to play a key role as a change agent within organizations.