To Align Sustainability and Growth, Embrace Circular Marketing

CMOs are uniquely positioned to help lead business transformation, new report shows

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Marketing leaders play a key role in building momentum around sustainable practices but lag behind other business functions, according to new data from the World Federation of Advertisers (WFA) and Kantar’s Sustainable Transformation Practice.

The report, released this week, drew on survey responses from more than 900 client-side marketers from 48 countries as well as existing work on sustainability marketing trends. Researchers also conducted in-depth interviews with 18 global leaders and 10 sustainability experts. 

In the two years since the WFA’s last report on marketing and sustainability, marketing organizations and brand leaders have developed a better understanding of the challenges they face, researchers found.

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