Summary
Cocreation is a powerful tool to help CMOs orchestrate multiple internal teams and external partners to drive innovation. Because environmental sustainability demands a systemic approach with multiple stakeholders, CMOs can apply some of the lessons learnt to help drive an ambitious cocreation agenda for environmental sustainability. The CMO’s position — at the intersection of business strategy, customer engagement, and brand reputation — uniquely equips them to contribute to efforts that align sustainability goals with consumer values and stakeholder expectations.
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