The blueprint aims to help CMOs drive sustainability through business strategy, communications and innovation. Image: Annie Spratt via Unsplash
The United Nations Global Compact, a voluntary group, has launched the CMO Blueprint for Sustainable Growth.
Developed by the UN Global Compact’s CMO Think Lab, a working group of senior marketing leaders, the blueprint aims to help CMOs drive sustainability through business strategy, communications and innovation.
“The need for action has never been greater, and neither has the opportunity," said CEO and executive director of the UN Global Compact, Sanda Ojiambo.
"The CMO Blueprint for Sustainable Growth is both a call to action and a practical roadmap.
“It reflects the collective insight and ambition of marketing leaders around the world who are ready to lead businesses toward a more just, inclusive and resilient future."
The framework outlines three key aims. To create a unified principles-based model for sustainable marketing, set a benchmark to measure progress and identify gaps and build a global network of brands, experts and partners focused on sustainability.
The blueprint, launched at Cannes Lions, is also structured around five strategic pillars. Growth strategy, brand strategy, innovation, communications and media, and partnerships.
The pillars are supported by an online hub where marketing teams can access case studies, tools and resources to embed sustainability into business strategy and accelerate long-term value creation.
“CMOs and marketing leaders have a vital role to play in driving sustainable growth and advancing corporate sustainability strategies," said CEO of LIONS, Simon Cook.
“This blueprint provides a key opportunity for our industry to harness its boundless creativity and pioneer solutions that will echo far beyond Cannes Lions."
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