‘Nothing good ever came easy’: Can marketers marry profit growth with sustainability?
With 94% of marketers believing it’s part of their job to push sustainability, it’s important to understand how it can drive profit as well as doing good.
If the role of a marketer weren’t already debated enough, recent years have seen marketing leaders increasingly taking on sustainability as part of their remit.
FMCG marketer Cristina Kenz joined Kraft Heinz as international chief growth and sustainability officer in 2020, taking on responsibility not only for building capabilities in marketing, but in sustainability as well. Last year Michelle McEttrick took on the top marketing job at Primark, and with it oversight of the retailer’s sustainability strategy, Primark Cares.