Best Practice Report

Embrace The Green Business Opportunity

Profitable Sustainable Businesses Show How Traditional CMOs Must Embrace Green Transformation

March 30th, 2021
Thomas Husson, Vice President, Principal Analyst
Thomas Husson Vice President, Principal Analyst
With contributors:
Martin Gill , Mike Proulx , Michelle Beeson , Melissa Chaudet , Rachel Birrell

Summary

Consumers expect brands to truly embrace environmental sustainability but are suspicious about their sustainability messages; they often believe brands use green marketing purely to drive consumerism. However, instead of embracing a marketing paradigm shift, CMOs dismiss the green business opportunity, leaving it to chief sustainability officers in the same way they did with chief digital officers. As with digital transformation, consumers will spot firms that don’t truly embrace sustainability and take their money elsewhere. This report shows how new entrants and innovative brands, especially in Europe, are disrupting the status quo and becoming profitable sustainable businesses.

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