Human impact on the environment is increasing the risk of emerging infectious diseases in humans, over 60% of which originate from animals, mainly from wildlife. Plans for post-COVID-19 recovery, and specifically plans to reduce the risk of future epidemics, therefore need to go further upstream than early detection and control of disease outbreaks. They also need to lessen our impact on the environment to reduce the risk at its source.

ollowing this call, WHO published its “Manifesto for a healthy recovery from COVID-19”. Its first prescription is to protect and preserve the source of human health: nature.

Natural environments support us and need our protection

This year, World Environment Day on 5 June focuses on “Time for nature” by celebrating biodiversity and calling for its preservation. Natural and diverse environments have profound impacts on health and mental well-being. They are the original source of the clean air, water and food that support healthy human societies. Nature is both the origin of infectious and vector-borne diseases and the source of medicines, including many antibiotics.

There are five areas that we encourage CMOs to look at. The first is, what are my future-back platforms that will lead growth for the next 5 to 10 years? Taking today’s profit pools and forecasting them present forward just won’t capture the level of disruption that’s impacting these industries.

“There are no secrets to success. It is the result of preparation, hard work, and learning failure.”


Secondly, given those growth platforms, what is the brand portfolio, business portfolio that I’ll use to address them? Brand portfolio strategy is definitely rising in importance. And thirdly, when I’m clear on those platforms and those brands, how am I going to implement modern marketing to engage with the consumer? We’re seeing an extreme rise in profitable growth from the clients that we’re supporting to reset their marketing model. But that isn’t straightforward. So actually, areas four and five are enablers. Four, what’s the data and technology strategy and the roadmap to implement that? The leaders are owning their own data, refreshing it constantly and, more importantly, using it to inform the business decisions. And they’re making the technology that underpins that a priority.

Related Posts

Leave a Reply

Your email address will not be published. Required fields are marked *