Sustainability and our strategy

Leading companies are prioritising sustainability, looking to integrate improved social and environmental performance into products, communications and operations.

Our commitment to sustainability helps us to align with the interests of these clients and to respond to the growing number of client procurement processes that include sustainability criteria. It makes us a more attractive employer, enables us to improve efficiency, to be prepared for changes in regulation and maintain positive relationships with our stakeholders. Our work on sustainability supports progress on our strategic priorities.

Enabling our strategy today

Our goal is to be the world’s most admired, creative and respected communications services advisor to global, multinational, regional and local companies. To that end we have four strategic priorities: horizontality; new markets; new media; and technology, data and content. Our work on sustainability supports progress on our strategic priorities in three main ways:

Horizontality
Advance horizontality by ensuring our people work together for the benefit of clients

New markets
Increase share of revenues from faster-developing markets to 40-45%

New media
Increase share of revenues from new media to 40-45%

Technology, data & content
Maintain share of more measurable marketing services at 50% of revenues

Access to skills

Strong employment policies and flexible and inclusive working practices help us recruit, motivate and retain the talented people we need to serve our clients in all disciplines across our locations, including new markets where our industry is less well-established.

Access to new business

A growing number of our clients are prioritising sustainability and looking for suppliers who share their values and aspirations. Our commitment to responsible and sustainable business practices helps us to access this business and to meet the sustainability requirements in client procurement processes. Privacy and data security continue to be a high priority for our clients and for WPP.

Efficiency, risk and reputation

Managing the social and environmental impacts of our business and selecting supplier partners who adopt standards consistent with our own can reduce costs and risks to the business as well as improving efficiency and safeguarding our reputation.

The longer term

Demographic, technological, social and environmental change will reshape our world generating new challenges, uncertainties and opportunities for our clients. There will be new markets from a growing and ageing population but also unprecedented demands on public services and resources. Climate change and resource scarcity will create major challenges but also opportunities for businesses able to tap into low carbon innovation. Rapid technological change is disrupting old business models and impacting the relationship between business and consumers. We are seeing rising expectations from citizens, consumers and employees who expect business to lead in tackling societal challenges.

Brands need to prepare now for these challenges. The most successful will be those who are able to integrate sustainability into their strategies and products, and to align their purpose with changing societal needs. Our clients require the best insight, research and communications services to help them do this effectively and will continue to seek out a marketing services provider who understands the changing landscape and shares their values.

Our companies are already working with many pioneers of sustainable business. As our clients increasingly feel the impact of these longer-term trends, their significance will grow for WPP too. Our work on sustainability today will help ensure our business is prepared for the future.