Best Practice Report

The B2C CMO’s Environmental Sustainability Blueprint

Master Modern Marketing And Embrace Green Transformation

October 11th, 2022
Thomas Husson, Vice President, Principal Analyst
Thomas Husson Vice President, Principal Analyst
With contributors:
Martin Gill , Stephanie Balaouras , Mike Proulx , Dipanjan Chatterjee , Jay Pattisall , Mary Beth Kemp , Victoria Manes , Melissa Chaudet , James DeNeill , Luca Lo Scavo

Summary

The majority of consumers don’t trust brands’ efforts to protect the environment. CEOs — especially in Europe — see climate change as a top disruptive risk and are mandating their CMOs to transform environmental sustainability into a competitive advantage. Some firms are born green; others have started on their sustainability journey; many more struggle to make the business case stack up, have greenwashed their efforts, or are ignoring the issue altogether. CMOs at B2C brands that have committed to becoming sustainable: This report helps you build a green marketing blueprint to champion your firm’s efforts and build consumer trust.

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