The future of effectiveness: Introducing Effectiveness 2.0

Marketing effectiveness needs to be redefined to address the ‘polycrises’ and social and environmental tipping points the world is currently facing, say Alexis Eyre and Paul Randle, co-founders of the Sustainable Marketing Compass, and co-authors of the award-winning ‘Sustainable Marketing’ book, Benoit Wiesser, an award-winning brand strategist and creative effectiveness champion and Lauren Prociv, a behavioural scientist and creative strategist.

We are calling for a fundamental shift in how marketing effectiveness is defined and measured. This means the industry needs to move away from a singular focus on commercial growth to a more holistic approach that includes social and environmental impacts.

Read the article at the link.