NEXT Level CMO – Sustainability Needs the CMO-Lead – Session in German
Marketing and communications executives have been through tough times. In an increasingly complex and crisis-ridden world, they’ve had to understand and act on new buyer behaviour, new technologies, broken supply chains, or even new employee attitudes. In this hamster wheel, the one ‘big crisis’ has temporarily faded into the background: Climate Change. And it has not gone away! This year in particular has made this clear with its heat records and extreme weather conditions. Consistent commitment to sustainability as a corporate response to this challenge must be deeply anchored in the company. CMOs and communications managers have a crucial role to play here. They must anchor sustainability within the identity of their companies; in the culture, corporate behaviour, as well as products and services – and make it experiential and tangible for customers. They have to reinvent the company at its core. We discuss these challenges with managers from different industry sectors.