BOSTON—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.”
The ANA’s (Association of National Advertisers) mission is to drive growth for marketing professionals, brands and businesses, the industry, and humanity. The ANA serves the marketing needs of 20,000 brands by leveraging the 12-point ANA Growth Agenda, which has been endorsed by the Global CMO Growth Council. The ANA’s membership consists of U.S. and international companies, including client-side marketers, nonprofits, fundraisers, and marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). The ANA creates Marketing Growth Champions by serving, educating, and advocating for more than 50,000 industry members that collectively invest more than $400 billion in marketing and advertising annually.
Sustainable Brands® is the premier global community of brand innovators who are shaping the future of commerce worldwide. Since 2006, our mission has been to inspire, engage and equip today’s business and brand innovators to prosper for the near and long term by leading the way to a better future. Digitally published news articles and issues-focused conversation topics, internationally known conferences and regional events, a robust e-learning library, and peer-to-peer membership groups and brand collaboration initiatives all facilitate community engagement and industry progress throughout the year. For more information visit www.SustainableBrands.com.
Adweek is the leading source of news and insight serving the brand marketing ecosystem. First published in 1979, Adweek’s award-winning coverage reaches an engaged audience of more than 6 million professionals across platforms including print, digital, events, podcasts, newsletters, social media and mobile apps. As a touchstone of the advertising and marketing community, Adweek is an unparalleled resource for leaders across multiple industries who rely on its content to help them do their jobs better.
Boston Consulting Group partners with leaders in business and society to tackle their most important challenges and capture their greatest opportunities. BCG was the pioneer in business strategy when it was founded in 1963. Today, we work closely with clients to embrace a transformational approach aimed at benefiting all stakeholders—empowering organizations to grow, build sustainable competitive advantage, and drive positive societal impact.
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