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...