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.