Boston Consulting Group (BCG), one of the world’s leading management consultancies, today announced a strategic partnership with the CMO Sustainability Accelerator (CSA), a groundbreaking joint effort by leading organizations in the marketing industry. Composed of the ANA, Sustainable Brands, and Adweek, the CSA consolidates resources and professional experience across the industry to help CMOs maximize impact and accelerate sustainable innovation to build better brands and a better world.
As the coalition’s exclusive advisory partner, BCG will redefine and modernize marketing guidelines for sustainability, and build a green marketing playbook for sustainability and marketing leaders across industries and geographies—a key objective of the CSA as it equips brand leaders with the tools needed to drive sustainable growth.
“A growing number of CEOs say sustainability is a top business priority, but there’s a clear disconnect in how these efforts resonate with consumers,” said Lauren Taylor, BCG managing director and partner and the firm’s global Customer-Centric Sustainability leader. “Companies struggle to link sustainability to broader drivers of consumer choice, remove barriers to sustainable product adoption, and build trust through their sustainability messaging, but for those who get it right there’s a clear opportunity for growth. BCG is excited to partner with the CSA to help CMOs deliver on this emerging CEO priority.”
With brands now understanding how much there is to gain from touting their environmental credentials, ‘greenwashing’ has remained a prevalent issue for marketers. BCG will leverage Sustainable Brands’ unique insights and transformation tools to inform the guidelines. “Further partnering with BCG on this work adds even more strength to our work to enable good growth that contributes to a future we are proud to leave our children,” said KoAnn Vikoren Skrzyniarz, founder and Chief Executive of Sustainable Brands.
“Joining forces with Sustainable Brands and ANA has been groundbreaking for the community. Now, with BCG’s thought leadership and innovation, this initiative will be taken to the next level,” said Juliette Morris, Adweek CEO. “Adweek is thrilled to be a part of the thoughtful guidelines that will encourage marketers to incorporate lasting sustainable principles into their work.”
Bob Liodice, ANA CEO, added, “Our partnership with BCG will allow us to help CMOs authentically communicate sustainability efforts with all of their constituents. It will support all marketers’ efforts to drive sustainable business growth for their companies now and in the future.”
Sourced from BCG