Vision Report

Align Purpose And Value Proposition To Activate Sustainability

Introducing Forrester’s Five-Step Strategic Framework For Purpose-Led Brands To Activate Sustainability

October 12th, 2023


A growing number of purpose-led brands are making environmental sustainability a core value. As the green market revolution accelerates, we expect more companies to join the movement. But customers are savvy, and such firms face risks to their business if they don’t deliver on their promise. To make environmental sustainability a tangible reality, purpose-led companies must first ensure customers get value, knowing that business and societal value will follow. To succeed, they should align their purpose and value proposition. This report explains how CMOs can drive this change.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.