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There is a growing body of evidence to suggest that consumers want to do the “right” thing when it comes to purchasing more responsibly, that is, making appropriate use of current resources without compromising those of future generations. In fact, people are happy to support brands they believe are authentic and driven by a business purpose, according to Sustainable Brands (SB). However, larger data reflect that despite the enthusiasm and interest in environmentally friendly consumption, few of these people continue with their sustainable purchases. The reason? There is still a gap between intention and action. Given this, how can CMOs address sustainability in consumption? Closing the sustainability gap Briefly we will say that according to Tech Target , the CMO ( chief marketing officer ), also known as marketing management, is the executive area of a C-level corporation responsible for the activities in an organization that are related to the creation, communication and delivering offers that have value to customers or business partners.
Its primary mission is to facilitate USA Phone Number List growth and increase sales by developing a comprehensive marketing plan that will promote brand recognition and help the organization gain a competitive advantage . To achieve their own objectives and effectively shape the public profile of their companies, CMOs must be exceptional leaders and assume the voice of the customer throughout the company and, therefore, also possess the power to drive change in the purchasing behaviors. "We need to make sustainable options meet the basic needs of consumers , rather than waiting for the majority to make trade-offs when choosing a sustainable option." Lauren Taylor, CEO and partner at Boston Consulting Group ( BCG ) . sustainability-strategy-in-marketing- This is how CMOs can address sustainability The cost of living crisis, particularly experienced in Europe and the US, continues to make more responsible purchasing choices inaccessible to many, especially the younger generation.
Likewise, there seems to be a perception that individual choices and personal decisions will not make the slightest difference in solving the climate crisis. Consumers commonly show emotions of disappointment when asked about their “sustainable” purchasing habits. These situations are worrying, especially if we consider that the scientific community has raised alarms about the urgency of adopting forceful actions to avoid a climate catastrophe. The truth is that the impacts associated with individual consumption—ranging from consumer goods, whether food, clothing, or electronic products—constitute a significant carbon footprint. However, CMOs can provide the push consumers need and drive impactful transformation. It is necessary to make sustainable products that can satisfy the most basic needs available to everyone.
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