Should brands prioritise their sustainability impact in APAC if driving consumer behaviour change is costly and does not drive sales?

More than ever, it’s a social and commercial imperative to drive the sustainability agenda forward in APAC. Kantar’s 2023 Sustainability Sector Index reveals that 98 per cent of people in the region want to lead a more sustainable lifestyle, yet just 17 per cent are actively changing their behaviour to do this. Why? Many reasons inhibit true behaviour change but we’re also living through a sustained cost-of-living crisis with 7 in 10 people saying that things better for the environment or society are too expensive.

To help inspire the change needed to close the Value-Action Gap, marketers must lead the way in progressing from ambition to action. It starts at home and that’s why we gathered some of APAC’s brightest minds in sustainability to inspire new thinking by debating the motion: ‘Brands should not prioritise their sustainability impact because driving consumer behaviour change is costly and does not drive sales’.