Just System Co., Ltd., which operates the online research service “Fastask,” announced the results of its “Survey on Marketers’ SDGs Initiatives” on August 19, 2020. The survey period is from July 8th to 14th, 2020. We received responses from 348 male and female office workers between the ages of 20 and 59 who answered that they were in charge of “planning, marketing, and sales promotion.”
This survey revealed the current status of marketers’ awareness and efforts toward the SDGs.
Just under 60% of marketers and just under 70% of listed companies are aware of SDGs
The SDGs (Sustainable Development Goals) are international goals created at the United Nations Summit in September 2015 and consist of 17 goals and 169 targets. The pledge is to “leave no one behind” on the planet, and its target ranges from developing countries to developed countries. In Japan, this is a theme that the Ministry of Foreign Affairs is actively working on, such as by inviting applications for the Japan SDGs Award.
Reference:
https://www.mofa.go.jp/mofaj/gaiko/oda/sdgs/about/index.html
https://www..co.jp/mk/column/9562
First, we asked whether they were aware of the Sustainable Development Goals (SDGs), which were adopted at the United Nations Summit in September 2015. 57.7% of people are aware of this, including 24.7% who say they “know the content and can explain it to others” and 33.0% who say they “know it but not enough to explain it to others.” I understand. The difference was 67.3% for listed companies and 52.6% for unlisted companies, a difference of 14 points.
Discrepancy between marketers’ ideals and reality regarding SDGs
Next, we asked marketers who were aware of the SDGs whether they should incorporate the SDGs into their marketing strategies. 32.3% of marketers answered “I think so,” and 43.8% answered “somewhat,” indicating that more than 70% of marketers were positive about adopting the measures.
Marketers’ awareness has become clear, but what about the actual state of their efforts? When we asked the respondents earlier if they were incorporating the SDGs into their marketing measures, only 32.3% of marketers answered “yes.” For listed companies, the rate was 41.6%, more than double the 18.7% for non-listed companies.
With the birth of the SDGs, companies are now being strongly required to consider whether their economic activities themselves are sustainable, rather than returning profits through CSR. Business operations and communication with stakeholders based on the SDGs alone will increase corporate value and demonstrate a company’s commitment to pursuing social benefits. It greatly contributes to your company’s branding. The survey revealed that listed companies are actively incorporating the SDGs into their marketing measures with the aim of building relationships with stakeholders.
Reference:
https://www..co.jp/mk/column/9562
https://c.kodansha.net/news/detail/34948/
“Clarification of cost-effectiveness” is an issue when incorporating SDGs into marketing measures
Finally, when we asked marketers who believe that SDGs should be incorporated into marketing measures what challenges they face, 50.3% answered “clarification of cost-effectiveness.” This was followed by “understanding of management” at 49.7% and “knowledge and know-how” at 44.4%.
Setting KPIs and KGIs is the key to the success of any SDGs project undertaken by a company, not just marketing measures. Rather than vaguely addressing the goals outlined in the SDGs, I believe that by identifying goals that can be addressed based on your company’s business and strengths and setting your own goals, you can naturally overcome the issue of “cost effectiveness.”
Reference:
https://c.kodansha.net/news/detail/34948/
This survey revealed that there is a large gap between marketers’ awareness of SDGs and the actual state of their efforts. It would be hard to say that marketers and the SDGs are close by any means, but identifying your company’s business and strengths from a marketing perspective and working on the SDGs may ultimately bring various benefits to your company.