Why 2024 is the year of sustainable Supply Path Optimisation

Something we heard a lot at the Responsible Marketing Agency in 2023 was that brands wanted to make their media ‘more sustainable’ – but most didn’t really have a clear idea of what that meant, or a tangible plan for doing so.
Many of those brands had undertaken some sort of ‘sustainability’ activation with a media partner, created a great case study, but didn’t know what ‘next’ looked like – or walked away from that test without clear learnings that could be applied to broader activations.