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ESOMAR Joins UNEP
ESOMAR has this week announced that the organisation is to join UNEP (United Nations Environment Programme). Within its role of improving decision making in business and society worldwide, ESOMAR wants to promote research-based 'responsible marketing'.
Since 1999 UNEP has developed cooperative relationships with several organisations to spread information on sustainable issues. The mission of UNEP is to provide leadership and encourage partnership in fostering poverty eradication and preventing environmental damage by inspiring, informing and enabling nations and people to improve their quality of life without compromising that of future generations.
Focus is on policies and practices that are cleaner and safer, making a more efficient use of natural resources and reducing pollution whilst incorporating environmental costs and reducing risk. If Corporate Social Responsibility (CSR) is to have any impact, it needs to encompass these issues.
'At several occasions, it has been suggested that research should take its societal responsibility and should take its role as the conscience of business and society', Mario van Hamersveld, acting director general of ESOMAR, added.
The partnership involves stimulating research on consumer attitudes and behaviour, providing background information on sustainable consumption by consumers and corporate buyers. It will bring together professionals from governments, authorities, industries and marketing and research. The goals are: to share experience, define issues and develop joint initiatives and follow up.
ESOMAR and UNEP are in the process of developing a detailed action programme for 2003-2004. Firstly the two parties plus MPG International are undertaking a project to establish the impact that the sustainability message may have on consumers' choices. To avoid duplication, MPG International is contacting a wide range of organisations that may have carried out research/and or analysis and which might provide some insight.
Subjects may range from consumer attitudes to sustainability and purchasing decisions, company buyers' attitudes to sustainability, the language for sustainability (how it may be better described, explained) the effectiveness of sustainability claims in advertising and promotion, the role of incentives and constraints on taking sustainable action, etc. For more information on the background and possible ways to contribute, please contact sustain@mpgintl.com or go to the special website www.mpgintl.com/sustain
In addition to the project, a cornerstone will be the joint conference on 'Responsible Marketing' scheduled for October in Berlin (Germany). During this event the contribution of research with respect to sustainability and quality of life will be the main topic. For more information on this event, or for submitting contributions, please visit: www.esomar.nl
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