dobbelmaterialitet
Definisjon
Begrepet dobbelmaterialitet refererer til det doble perspektivet ved vurdering av miljømessige, sosiale og styringsrelaterte (ESG) faktorer, der man både ser på hvordan bærekraftsspørsmål påvirker en virksomhet, og hvordan virksomheten påvirker samfunnet og miljøet.
Synonymer3
Antonymer2
Eksempler på bruk1
The report emphasized the importance of dobbelmaterialitet in corporate sustainability strategies; Regulators increasingly require companies to disclose information based on the principle of dobbelmaterialitet; Understanding dobbelmaterialitet helps investors evaluate both financial and non-financial risks.
Etymologi og opprinnelse
Derived from Norwegian 'dobbel' meaning 'double' and 'materialitet' meaning 'materiality', combining to express a concept involving twofold material considerations, particularly in sustainability and corporate reporting contexts.
Relasjonsmatrise
Utforsk forbindelser og sammenhenger
"ABC-Analyse (Strategic Method of Inventory Management)"
both are concepts used in management and decision-making contexts
Account based marketing (ABM)
Account Based Marketing (ABM) focuses on highly targeted, personalized marketing efforts directed at specific high-value accounts, requiring deep insights into the business context and stakeholder priorities. Dobbelmaterialitet (double materiality) expands traditional materiality by considering both the financial impacts of sustainability issues on the company and the company's environmental and social impacts on external stakeholders. In the context of marketing and digital strategy, integrating dobbelmaterialitet into ABM means that marketers tailor their messaging and value propositions not only around the financial benefits and risks relevant to the target account but also around the sustainability impacts that matter to that account’s stakeholders and regulatory environment. This dual perspective enables ABM campaigns to resonate more authentically with decision-makers who are increasingly influenced by ESG (Environmental, Social, Governance) considerations. Practically, this could involve using sustainability data and impact metrics to customize content, demonstrate alignment with the target account’s double materiality concerns, and build trust through transparency. Digital strategies supporting ABM can leverage sustainability reporting tools and data analytics to identify which sustainability issues are material to each account, thereby enhancing personalization and relevance. Thus, dobbelmaterialitet enriches ABM by embedding sustainability as a core dimension of account insights and messaging, making campaigns more compelling in a market where ESG factors drive purchasing decisions and partnerships.
Consumer behavior
is influenced by
Ad creative
Dobbelmaterialitet (double materiality) in marketing and business strategy emphasizes the dual impact of corporate actions: both on financial performance and on environmental/social outcomes. Ad creative, as the tangible expression of marketing campaigns, plays a critical role in operationalizing this concept by embedding sustainability and social responsibility narratives directly into the messaging and design. Practically, ad creatives that reflect dobbelmaterialitet principles make the brand's dual impact transparent and credible to stakeholders, influencing consumer perception and driving engagement with sustainability goals. For example, an ad creative might highlight a product's reduced carbon footprint or fair-trade sourcing, thereby aligning marketing communication with the company’s broader environmental and social commitments. This alignment ensures that digital strategies are not only focused on conversion metrics but also on communicating the company’s double material impact, which can enhance brand trust and long-term value creation. Thus, ad creatives serve as the actionable interface through which dobbelmaterialitet is communicated to the market, making the abstract concept concrete and measurable in digital campaigns.
Account executive
An Account Executive (AE) in marketing and business acts as the primary liaison between clients and the agency or company, responsible for managing client relationships, understanding client needs, and ensuring the delivery of tailored solutions. Dobbelmaterialitet (double materiality), a concept originating from sustainability and corporate reporting, requires organizations to consider both the financial impact of sustainability issues on the company and the company's impact on society and the environment. In the context of marketing, business, and digital strategy, an AE must integrate dobbelmaterialitet by translating complex sustainability data and dual-impact insights into actionable strategies and communications that resonate with clients and stakeholders. This involves the AE guiding clients to adopt marketing and digital strategies that reflect both financial performance and social/environmental responsibility, ensuring campaigns and business decisions align with evolving regulatory frameworks and stakeholder expectations around sustainability. Practically, the AE facilitates the incorporation of double materiality insights into client briefs, campaign messaging, and digital content strategies, helping clients position themselves as responsible brands while meeting business objectives. This dual focus enhances trust and long-term client value, making the AE a critical bridge between sustainability-driven data (dobbelmaterialitet) and market-facing strategies.
Ad copy
Dobbelmaterialitet, or double materiality, in marketing and business strategy refers to the dual impact of corporate actions both on financial performance and on environmental, social, and governance (ESG) factors. Ad copy, as a core element of marketing communication, plays a critical role in expressing and operationalizing this dual impact. Specifically, ad copy can be crafted to transparently communicate a brand's commitment to sustainability and social responsibility (the non-financial materiality), while simultaneously driving consumer engagement and sales (the financial materiality). This requires integrating ESG narratives into persuasive messaging that resonates with target audiences without compromising commercial objectives. In digital strategy, this means leveraging data-driven insights to tailor ad copy that highlights sustainable practices or social impact in a way that enhances brand trust and conversion rates. Thus, ad copy becomes a practical tool to embody and convey dobbelmaterialitet, aligning marketing communications with broader corporate responsibility goals and stakeholder expectations. This alignment helps businesses manage reputational risk and capitalize on emerging market opportunities linked to sustainability, making the relationship between ad copy and dobbelmaterialitet both strategic and actionable.
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