NEW RESEARCH PUBLISHED
CMO Blueprint for Sustainable Growth
Explore the world’s first global CMO benchmark on sustainable marketing transformation, grounded in UN guidance and informed by over 1,700 senior leaders.
Global CMO Benchmark shows: Sustainable Marketing is moving, but not fast enough
The UN Global Compact and Kantar have launched the first global CMO benchmark on sustainable marketing transformation. It brings together insights from more than 1,700 senior leaders worldwide and offers a sharp look at where organizations stand today. The outcome: the ambition is there, but the execution still lags behind.
The key findings
■ 69% of marketers believe their organizations are progressing well on sustainability, yet average performance across 28 benchmark areas stands at just 52%.
■ Only 9% of sustainability professionals consider their organization "well advanced," compared to 27% of marketers.
■ Just 25% of marketers see circular business models as a driver of profitable growth, versus 49% of sustainability leaders.
What CMOs should focus on
- The research makes clear where marketers can make the biggest impact:
- Deepening insights into sustainable consumer behavior and better understanding how behavior change works
- Embedding sustainability in growth strategy and investment decisions
- Including sustainability in KPIs and governance
- Collaborating more closely across departments to align marketing and sustainability goals
Perceptions of sustainability now account for up to 10% of brand value within the Kantar BrandZ Global Top 100. The business case is already there, now it’s time to close the gap.