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
Thomas Husson, Vice President, Principal Analyst
Thomas Husson Vice President, Principal Analyst
With contributors:
Martin Gill , Mike Proulx , Amy DeMartine , Dipanjan Chatterjee , Audrey Chee-Read , Maxie Schmidt , Rick Parrish , Victoria Manes , Caitlin Moran , Demi Starks

Summary

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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