Sustainability marketing lessons from Coca-Cola and Colgate-Palmolive

With consumers more focused on the sustainability practices of the brands they buy, it is essential for brands to ensure they are operating as ‘green’ as possible.

As the climate emergency becomes ever more obvious, many of the world’s biggest brands are working to ensure that their marketing and innovation programs minimize impact on the environment. But amid claims of greenwashing and distrust, communicating that work to consumers is increasingly fraught. 

“It’s not just one thing that has to change, it’s multiple. It’s innovation and some of the really cool sexy things, but it’s also really fundamentally boring things like process”, said Beatriz Perez, Chief Communications, Sustainability and Strategic Partnerships Officer at The Coca-Cola Company, at a WPP fringe event at the Cannes Lions International Festival of...

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