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SDGs Drive Purpose-Led Brands

Many organisations include the Sustainable Development Goals (SDGs) in their Corporate Social Responsibility Strategy, but now it’s time to make them the driving force behind purpose-led brands. Led by the United Nations, the SDGs provide comprehensive goals to address the world’s most pressing challenges. By integrating them into an organisation’s commercial planning process and core strategy, businesses are achieving remarkable financial successes, creating a unified culture, and making a greater IMPACT in the world.

A Shared Global Agenda: The SDGs

The SDGs encompass 17 interconnected goals, ranging from ending poverty and hunger to promoting sustainable consumption and climate action. Purpose-led brands that align their missions with the SDGs demonstrate their commitment to making a positive IMPACT on society and the planet, with some groundbreaking success stories:

Goal 1: No Poverty Case Study: Mastercard’s “100 Million Meals” Initiative

Mastercard integrated Goal 1 into their commercial planning by launching the “100 Million Meals” initiative. Leveraging their technology and partnerships, they aimed to provide 100 million meals to those in need by 2025. This initiative not only addresses hunger but also enhances Mastercard’s brand reputation and expands their customer base.

Goal 7: Affordable and Clean Energy Case Study: IKEA’s Renewable Energy Commitment

IKEA incorporated Goal 7 into their core strategy by investing heavily in renewable energy. They have installed solar panels on their stores and warehouses, aiming to produce more renewable energy than they consume by 2025. This commitment to clean energy not only reduces their environmental impact but also provides long-term cost savings.

Goal 13: Climate Action Case Study: Microsoft’s Carbon Negative Commitment

Microsoft integrated Goal 13 into their commercial planning by making a bold commitment to become carbon negative by 2030. The aim is to reduce their carbon emissions but also actively remove carbon from the atmosphere. This ambitious climate action goal enhances their brand reputation and attracts environmentally conscious customers.

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