Sustainability Remains a Compelling Story for CMOs, but Content Is Changing
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C-Suite Outlook

Sustainability Remains a Compelling Story for CMOs, but Content Is Changing

/ Quick Take

The CMO ranks carbon, climate, and energy as their top ESG priorities. Interestingly, issues of equality—education, gender, racial, social, etc.—rank lower for the CMO than for the CEO and other C-Suite executives, a reflection of the emerging polarization of these topics in the public domain. CMOs feel well prepared for handling most ESG issues, especially backlash and communicating with stakeholders, but the one standout area of unpreparedness is “use of AI by employees” with 48% of CEOs and 47% of CMOs saying they are not addressing the issue well—their highest area of concern in this space.

The CMO ranks carbon, climate, and energy as their top ESG priorities. Interestingly, issues of equality—education, gender, racial, social, etc.—rank lower for the CMO than for the CEO and other C-Suite executives, a reflection of the emerging polarization of these topics in the public domain. CMOs feel well prepared for handling most ESG issues, especially backlash and communicating with stakeholders, but the one standout area of unpreparedness is “use of AI by employees” with 48% of CEOs and 47% of CMOs saying they are not addressing the issue well—their highest area of concern in this space.

Trusted Insights for What’s AheadTM

Sustainability remains a key issue for consumers, customers, employees, partners, and investors, but tackling it in a way that creates growth is becoming tricky in a polarized environment (especially in an election year). CMOs and CCOs must embrace the actions and topics that resonate with people (sustainability for your business, your employees, your community, and the planet) and tread carefully around issues that will be politicized.

CEOs prioritize the people and CMOs focus on the planet; balance is vital to engage all stakeholders

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Author

Ivan Pollard

Ivan Pollard Ivan Pollard

Center Leader, Marketing & Communications
The Conference Board

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