Are marketers willing to make changes in their work for people and the planet? Our recent survey of Berlin marketers and communicators suggests yes.
In early 2025, we conducted a survey of over ten local marketers and communicators in the Berlin community. We wanted to better understand their willingness to make changes in their work for people and the planet.
Here is what they had to say:
Over 87% of respondents care about the planetary crisis.
Of those surveyed, an overwhelming majority of respondents think about the planetary crisis and find it important to their lives.
75% of respondents said that they actively think about climate change at least once a week.
With our changing climate in the news daily and an accelerating environmentally aware society, it’s no surprise that climate change, sustainability, and social change are in their weekly narratives.
Although awareness of climate change is at an all-time high, awareness doesn’t translate directly to understanding our (marketing and communication) specific contribution to the crisis.
Furthermore, the value-action gap is strong and continues to hinder marketers and communicators from taking action within their specific disciplines.
Where are the roadblocks?
Over 37% are involved in climate action.
A good amount of respondents showed their involvement in climate action, with a high interest in taking (more) action—with over 62% of respondents sharing that they would take stronger action if they had the tools and knowledge to do so.
75% of respondents shared that they would make changes in their daily work if they knew how and what changes would make a difference.
However, those who are aware and making changes are experiencing roadblocks.
As many as 62% of respondents shared that the CMO or Marketing Director is a major roadblock to climate action in their department.
Where do we go from here?
Awareness of our planetary crisis is at an all-time high.
Citizens want to see more action from their government and companies. However, for the marketer and communicator sitting within, the pathway forward might not be so clear.
The next step: translating awareness into meaningful action.
We can work together by continuing to skill-up on important topics, joining communities of like-minded people, and pushing for small, incremental changes in our “sphere of influence”.
