Tackling the SDGs: are business targets clear, measurable and down-to-earth?
I was struck by the rather unprecedented linking of arms recently at Cannes by CEOs of the advertising industry’s “big six” competitors; WPP, Dentsu, Havas, IPG, Omnicom and Publicis, announced they would commit to the UN Sustainable Development Goals (SDGs) to collectively build awareness and work with their clients in achieving them. Visionary commitments to sustainable development are inspiring and create halos for corporate brands. However, meaningful change will require companies to go beyond visionary intent or uplifting hashtags. Companies need to focus, declare specific targets and invest resources, people and time in a few, carefully chosen areas. Moreover, these priorities should be set at the very top of the organisation.