Have you ever heard of the SDGs? Although the SDGs are increasingly being recognized in corporate marketing activities these days, there are probably not many people who can talk about what exactly they are. In this issue, we will explain the SDGs.
What are the Sustainable Development Goals（SDGs）?
SDGs is an acronym for “Sustainable Development Goals”. Pronounced s-d-g-z, the SDGs are the United Nations Goals for Sustainable Development adopted by the UN General Assembly in September 2015, consisting of 17 goals and 169 targets.
Let’s look at the 17 goals.
- NO POVERTY
- ZERO HUNGER
- GOOD HEALTH AND WELL-BEING
- QUALITY EDUCATION
- GENDER EQUALITY
- CLEAN WATER AND SANITAION
- AFFORDABLE AND CLEAN ENERGY
- DECENT WORK AND ECONOMIC GROWTH
- INDUSTRY. INNOVATION AND INFRASTRUCTURE
- REDUCED INEQUALITIES
- SUSTAINABLE CITIES AND COMMUNITIES
- RESPONSIBLE CONSUMPTION AND PRODUCTION
- CLIMATE ACTION
- LIFE BELOW WATER
- LIFE ON LAND
- PEACE, JUSTICE, AND STRONG INSTITUTIONS
- PARTNERSHIPS FOR THE GOALS
As you can see, issues ranging from hunger to climate and job satisfaction are also included. In addition, there are 169 targets, which are more detailed and numerical targets for the 17 goals.
For example, for the third goal, “good health and well-being,” the following targets are set.
3.1 By 2030, reduce the global maternal mortality ratio to less than 70 per 100,000 live births.
3.2 By 2030, end preventable deaths of newborns and children under 5 years of age, with all countries aiming to reduce neonatal mortality to at least as low as 12 per 1,000 live births and under-5 mortality to at least as low as 25 per 1,000 live births.
As shown above, the targets are set by breaking the 17 goals into smaller, more specific ones to solve the problem.
The close relationship between marketing and the SDGs
Even before the SDGs goals were adopted, there was a movement to address climate change and correct social disparities, but it was only after the SDGs that companies engaged in economic activities became involved in these efforts.
Society is founded on the environment, and economic activity is founded on society. The SDGs are not only goals to be addressed by nations, governments, and corporations, but are also issues that are closely related to individual people, and therefore, a company’s attitude toward the SDGs is changing in an era when customers evaluate the company.
For example, a company’s use of recycled materials in its products, its consideration for the environment, its support for the self-reliance of the poor, and so on. Since customers will evaluate a company’s efforts toward the SDGs when they select a product or service and choose it, consideration for the SDGs will become an essential part of branding in the future.