Vision Report

Greener Consumers Demand Sustainable Brands

The Green Revolution Will Drive The Next Wave Of Business Transformation

August 2nd, 2021
Thomas Husson, Vice President, Principal Analyst
Thomas Husson Vice President, Principal Analyst
With contributors:
Martin Gill , Mike Proulx , Oliwia Berdak , Anjali Lai , Michelle Beeson , Salvatore Schiano , Melissa Chaudet , Peggy Dostie

Summary

Green consumers are frustrated — especially in Europe — and demanding that brands go beyond touting their environmental sustainability efforts and take real action. CMOs should embrace sustainability as their next companywide transformation. Those who fail to do so can expect creative disruptors, investors, and activists of green technology to sabotage their brand equity.

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