Indicia Singapore white paper: Why brands must be sustainable to survive in the modern age

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Indicia Singapore white paper: Why brands must be sustainable to survive in the modern age

Indicia Singapore has published a new White Paper calling on brands to embrace sustainability in the current marketing environment or risk irrelevance.


The global insight-lead communications agency, part of the Konica Minolta group, has issued the new paper after recognising that many of its clients and partners needed to deepen their commitment to the emerging environmental and sustainability issues, describing it as ‘the emergency of our times. Amid all the fear and sadness of 2020, it remains the overwhelming long-term threat to us, our planet and to everyone’s health and security.’

As co-author of the white paper, Conrad Mendoza, Indicia’s APAC Managing Partner says: “Brands need to get on-board now and embrace the fact that sustainability is going to be critical to their future success. 73% of Generation Z and 68% of Millennials say they are willing to pay more for sustainable products and over 90% of this group say they would switch brands for one which champions sustainability.”

Other authors of the report, including global experts Chris Foster from New York and Singapore-based Tim Lane echo Mendoza’s remarks.

“Sustainability has to sit at the core of business if it’s going to perpetuate and deliver the ROI business needs.” says Foster, founder of The Next Practice.

Tim Lane, Indicia’s Managing Director Sales, Asia Pacific, said: “Our client partners are, quite rightly, increasingly mindful that embracing sustainability is not something that’s ‘nice’ to have, but is vital for their future too.”

The white paper takes marketers though the background and imperatives that are driving the need for brands to be sustainable and examines case studies from a number of globally leading brands.

“Sustainability is at the heart of everything we do at Indicia Worldwide. Now, more than ever, it is critical to discuss sustainability in practice,” says Indicia APAC CEO, Mahalakshmi Srinivasan (pictured), “For us, this means we continue to champion sustainability in action with our clients – a key part of our partnership to enable them to achieve their sustainability goals. It is imperative for all stakeholders to work together so that sustainability in practice underpins success.”

The paper, “Sustainability means Success”, including a webinar video version is available to download here.