Best Practice Report

The CMO’s Guide To Green Marketing

CMOs At Green Brands Go Beyond Marketing Fundamentals

April 7th, 2021
With contributors:
Martin Gill , Mike Proulx , Michelle Beeson , Melissa Chaudet , Rachel Birrell


CMOs at green brands execute authentic sustainability efforts to move from storytelling to storymaking. They truly understand their customers’ emotions, demonstrate empathy, innovate with new product experiences, and authentically engage their communities. They master the traditional 4 Ps of marketing to deliver comprehensive experiences through R&D orchestration and service design, and they find a unique tone that authentically and transparently engages their community. They can justify premium prices by rethinking value chains to stay competitive and by embracing new distribution channels and concepts. This report shows what marketing leaders can learn from CMOs at sustainable brands.

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