How marketing teams can drive company-wide change on sustainability

Company sustainability initiatives need to involve marketing teams in order to be widely adopted or to create lasting change.

Sustainability initiatives need to involve marketing in order to be widely adopted or to create lasting change. Yet marketing’s traditional role on the sidelines of core business strategy – specifically, how often it is left out of C-suite discussions about environmental, social and corporate governance (ESG) – is a problem.

Now, amid growing concern about sustainability – and in the run up to the UN’s COP26 climate change conference in Glasgow this autumn – the time is right for marketing teams to make their mark in a process that doesn’t always involve them directly.

Sustainability: A huge opportunity

Marketers...

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