Common Ground: The Sustainable Development Goals and the Marketing and Advertising Industry

Jones, Peter ORCID: 0000-0002-9566-9393, Comfort, Daphne and Hillier, David (2018) Common Ground: The Sustainable Development Goals and the Marketing and Advertising Industry. Journal of Public Affairs, 18 (2). e1619. doi:10.1002/pa.1619

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The Sustainable Development Goals (SDGs) agreed at a United Nations General Assembly in 2015 embrace an ambitious and wide ranging set of global environmental, social and economic issues designed to effect a transition to a more sustainable future. The United Nations called on all governments to pursue these ambitious goals but also acknowledged the important role of the business community in addressing the SDGs. The high profile launch in June 2016 of the ‘Common Ground’ initiative to support the Sustainable Development Goals by Ban Ki-moon, United Nations General Secretary and six of the world’s leading marketing and advertising companies, namely Dentsu, Havas, IPG, Omnicom group, Publicis Group and WPP might be seen to herald a new era in the transition to a more sustainable future. This paper outlines the SDGs and business engagement with them, reviews the sustainably strategies and achievements currently being publicly reported by the six leading advertising and marketing companies and offers some reflections on a number of the challenges these companies will face in contributing to the SDGs.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: Sustainable Development Goals (SDGs), Advertising, Marketing
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management > HD60 Social responsibility in business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Susan Turner
Date Deposited: 12 Aug 2016 08:36
Last Modified: 04 Aug 2023 20:18

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