Subscriber Exclusive 
Asahi CMO: Marketers should ‘shut up’ if they’ve got nothing to say on sustainability
Marketers from Asahi, Danone and Credit Suisse agree that overly long-term goals and talking rather than taking action can do more harm than good.
“If you’ve got nothing to say, shut up.” That is the advice of Grant McKenzie, CMO of beer brand Asahi, who believes marketers often get ahead of themselves when talking about sustainability, because they think it’s what consumers want to hear.
