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 framework to champion your firm’s efforts and build consumer trust.
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