While sustainable transformation isn’t something that marketers can do alone, the report highlighted the importance of embedding sustainability throughout the marketing operating cycle—from measurement and trends to strategy and targeting.

While 84% of marketers surveyed confirmed the importance of having a good sustainability data ecosystem and insights, just 30% said they do that well. In addition, 35% perceived a skills gap when it comes to marketing’s sustainability knowledge.

Marketers must understand the value chain of their products and brands—not just the benefit to consumers, Jane Wakely, evp and chief consumer and marketing officer for PepsiCo, said in the report.

“That is a change in how we as an industry go about things,” she said. “We have to understand … where we bring value to all the other stakeholders in that value chain, from the farmer through to logistics and transport, and how we maximize the value to our company, the planet and the people that we serve.”

A vast majority of marketers surveyed (90%) said there was a need for a more ambitious sustainability agenda to create the necessary impact within the time constraints created by the climate crisis. Still, over a third (35%) said they lack the necessary internal resources.

“It takes a village,” Cristina Diezhandino, global CMO for Diageo, said in the report. “The biggest win that we can have is real clarity around the end goal, determination to get there and a powerful orchestration organizationally.”