John Low, Kantar Director at PSC LIVE Singapore 2025
Speaking at Procurement & Supply Chain LIVE Singapore, John Low, Director of Procurement at Kantar, shared insights into the company’s ambitious ESG strategy.
During a fireside chat, John outlined how Kantar is driving sustainability through a structured governance framework, robust supplier engagement and a clear focus on reducing carbon emissions as part of its broader net zero journey.
Overcoming ESG challenges in a data-driven industry
Kantar operates as a branding and data analytics company, providing critical insights to help clients make strategic decisions.
However, the company faces unique challenges in implementing ESG principles. Unlike traditional industries with clear physical emissions to target, Kantar’s focus is on data procurement, which makes measuring and reducing carbon emissions more complex.
John identified three main ESG challenges:
- Carbon emissions: Addressing emissions within a supply chain focused on data collection rather than physical goods.
- Supply chain standards: Encouraging ESG practices among suppliers involved in data collection through surveys and interviews.
- Data privacy and security: Upholding industry-leading standards for ethical and compliant data use.
These challenges required Kantar to rethink traditional ESG approaches, developing bespoke strategies that align with its operational model while maintaining strong governance and compliance.
Establishing a governance framework and setting strategic goals
Kantar’s structured approach to ESG began in 2019 with the establishment of a robust governance framework.
"Having that governance framework established is very important because it allows us to really be very targeted on where our focus is," John explained.
This foundational step enabled Kantar to create specific, measurable goals that guide its sustainability initiatives.
By 2021, the company had translated this governance framework into a clear strategy, followed by its first ESG report in 2022. Kantar’s progress was externally validated by EcoVadis, moving from bronze to a prestigious gold certification by 2024.
The adoption of Science-Based Targets further cemented Kantar’s commitment to reducing greenhouse gas emissions and achieving net zero.
John advised other organisations starting their ESG journeys to:
- Build a strong governance framework to guide ESG strategies.
- Conduct baseline assessments to understand the current position.
- Set measurable goals that align with sustainability priorities.
- Engage stakeholders across all levels, including employees, partners, and clients, to build momentum and support.
Supplier engagement: A key lever for carbon reduction
A critical component of Kantar’s ESG strategy is supplier engagement.
The company uses innovative tools such as the Supplier Health Scorecard, which evaluates suppliers based on carbon emissions, ESG accreditations and risk scores. This approach provides a clear overview of supplier performance, helping Kantar identify both high-performing partners and areas needing improvement.
In addition to the scorecard, Kantar developed the Carbon Cube, a powerful dashboard that calculates suppliers’ carbon emissions based on financial spend and emission factors.
"When we change procurement strategies, it also means that our spend and engagement with suppliers will change too," John noted.
This data-driven approach ensures that procurement decisions support the company’s carbon reduction goals.
John highlighted how Kantar integrates carbon reduction expectations directly into supplier contracts, promoting accountability and transparency.
However, not all suppliers are at the same level of ESG maturity. To address this, Kantar offers education, guidance, and tailored communication to help suppliers understand and meet sustainability requirements.
This is particularly important in diverse regions like Asia-Pacific, where suppliers may have varying degrees of ESG awareness.
For suppliers who struggle to meet standards, Kantar employs a balanced approach.
"We need to share information and establish healthy competition so that everyone understands what it means to be a preferred supplier," John said.
This strategy not only drives performance improvements but also fosters a sense of inclusion and partnership among suppliers.
Preparing for the future: Compliance and continuous improvement
John shared Kantar’s forward-looking plans, which include:
- Ongoing carbon reduction initiatives across all three emissions scopes, with a particular focus on supplier engagement.
- Lifecycle management strategies to maintain sustainability throughout product and service lifecycles.
- Adapting to evolving regulations, including preparations for the Corporate Sustainability Reporting Directive (CSRD).
A key takeaway from John’s presentation was the importance of agility and flexibility in ESG strategies.
As a global company, Kantar must adapt its approach to meet the diverse regulatory and cultural landscapes of different regions.
"The maturity of ESG is very diverse, especially in regions like Asia-Pacific," he explained, highlighting the need for tailored strategies and continuous learning.
John also emphasised the critical role of trusted partners in achieving ESG goals. Working with partners who understand Kantar’s industry and can provide accurate measurement tools for carbon emissions and reductions is essential to maintaining transparency and progress.
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