"Sustainability" is a current buzzword to consumers. As a result, more brands are jumping on the sustainability bandwagon -- and not all of them get it right. A recent Forrester report featured in Marketing Dive confirms "several misconceptions and missteps evident in current marketing approaches" when it comes to pitching a brand's sustainability. Chief Marketing Officers (CMOs) at brands may misunderstand the profitability and functionality of sustainable businesses, so they are not able "to innovate their marketing mix or persuade company leaders to tweak business models."
The CMOs who are successful approach "marketing as more than just communication and advertising, but as a transformative approach that connects with consumer expectations," according to Thomas Husson, VP and principal analyst at Forrester. "They truly understand their customers' emotions, demonstrate empathy, innovate with new product experiences, and authentically engage their communities," he said. "They can justify premium prices by rethinking value chains to stay competitive and by embracing new distribution channels and concepts."
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