CMO可持续增长蓝图

“Never doubt that a small group of thoughtful, Margaret Mead FOREWORD This is not just about storytelling—it is aboutstrategic leadership. We need Chief MarketingOfficers(CMOs)to shape business decisions,champion sustainability at the core and lead withdata-backed commitments. In this era of rapiddisruption, innovations such as Generative AI hold thepotential to support leadership decision-making and This year, as the United Nations Global Compactcommemorates its 25th anniversary, we reflect ona powerful legacy of mobilizing a global movementof sustainable companies and stakeholders. Over Today, with more than 20,000 companies engagedworldwide, it is clear that leadership is moreimportant than ever. Amid global crises andrising geopolitical uncertainty, the private sectorhas stepped up—demonstrating leadership TheCMO Blueprint for Sustainable Growth is a call to action and a practical resource. It reflects the insights and ambitions of marketingleaders around the world who are reimaginingwhat marketing can achieve. Together, we candrive sustainable growth, rebuild trust and lead Now that the 2030 Agenda has passed itsmidpoint, the sobering reality is that we are onlyon track to achieve 17 percent of the SustainableDevelopment Goals. The stakes are high, and the The need for action has never been greater—and Marketing leaders have a key role to play in thistransformation. As brand stewards, you are not onlystorytellers but catalysts of change. You have thepower to align brand purpose with sustainability, Sanda Ojiambo Assistant Secretary General and CEO,United Nations Global Compact TABLE OF ForewordIntroductionThe SDGs Explained for Business 1.Growth Strategy–Zespri–Intrepid Travel 2.Brand Strategy–Diageo–NedBank 3.Innovation–Natura–Schneider Electric 4.Communications, Advertising and Media–L’Oréal–Asahi 5.Collaboration and Partnerships–Mastercard–Tata Consultancy Services Measuring ProgressGlossary of TermsAcknowledgements353637 INTRODUCTION Amid global uncertainty and rapid change, CEOsare urgently seeking the next engine of businessgrowth, while recognizing the rising expectationfor business to help solve societal challenges. Ourresearch reveals that 91 per cent of CEOs believetheir role includes protecting the communities inwhich they operate, and 70 per cent see it as theirresponsibility to speak out on pressing societalissues. Yet many business leaders are stretchedthin. They need the full strength of their executiveteams — especially their Chief Marketing Officers long-term value creation, limited access to dataand lack of collaboration between CMOs and otherC-suite leaders, especially Chief Sustainability To unlock marketing’s full potential, we mustredefine growth itself — not as a pursuit of short-term gains, but as the creation of lasting value forpeople, planet and business. This means building Marketing can help businesses better understandtheir stakeholders, develop purpose-led strategies,drive sustainable consumer behavior and create But CMOs cannot do it alone. CEO support andCSO partnership will be essential. And themarketing community needs clearer standards,shared best practices and industry-wide alignment Participants in the United Nations Global Compact’sCMO Impact Think Lab overwhelmingly agree:marketing can and should play a far moresignificant role in developing and deliveringcorporate sustainability strategies. But to do so, the The CMO Blueprint for Sustainable Growth wasdeveloped in response to this call. Informed bythe voices of global CMOs and leading industryorganizations, it offers a unifying framework,practical guidance and a measurement approachto help CMOs take bold, coordinated action. Backedby the convening power of the UN Global Compact, While most marketers believe their brandshave a responsibility to help people live moresustainably, many are still in the early stages oftheir sustainability journey. Sustainable Marketing2030, a study conducted by the World Federationof Advertisers in partnership with Kantar’sSustainable Transformation Practice, confirmsa clear gap: marketers often lack the tools, The time for debate is over. The time for action is now. OUR AMBITION Through CMO interview findings and regionalconsultations, the UN Global Compact identified acritical need for a unified approach to sustainablegrowth and marketing. CMOs and marketingteams require a common language to define With this in mind, the CMO Blueprint forSustainable Growth aims to: –Establish a unified framework for integratingsustainability into marketing strategies— bringingclarity, consistency and global alignment on bestpractices. Centered around five key pillars, theframework offers actionable steps marketers –Develop a measurement system, via the CMOBlueprint benchmark survey, that enables CMOsand senior marketing leaders to assess progress, –Foster a collaborative ecosystem, via the CMOBlueprint online resources hub, of brands, expertsand stakeholders wh