How CMOs Can Market Sustainability Authentically [Forbes]
Unilever PLC (UL)
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Source: Forbes
Consumers are more informed than ever, and the days when a company could slap a green label on its products and call it “sustainable” are long gone. As sustainability becomes a non-negotiable in corporate strategy, marketing it has turned into a balancing act between authenticity and accountability. But how do you convince an increasingly skeptical audience that your brand's commitment to the planet is real? For CMOs, the challenge isn't just how to talk about sustainability—it's how to make sure your message is authentic and cuts through the noise. So, what does it take to market sustainability without falling into the trap of greenwashing? Let's dive in. Walk The Talk Or Don't Talk At All The most dangerous mistake a CMO can make is overpromising and underdelivering. If your company isn't walking the sustainability walk, any messaging around it will backfire. Before you launch your next green campaign, take a hard look at your company's actual impact. Is your sustainability p
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