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Driving Revenue Growth through Sustainable Products and Services: Implications for Chief Marketing Officers
June 2015 | Publication
The business benefits of sustainability initiatives go well beyond strengthening corporate image. Chief marketing officers can leverage such initiatives to respond to the voice of the customer, address global societal and environmental challenges—and drive revenue, growth, and innovation. Among companies we study in this report, revenues from branded portfolios of sustainable products grew at six times the rate of overall revenues. Marketing has a core role in sustainability initiatives: to make sure such initiatives are understood within the context of customers’ business needs. We look at such branded portfolios as Allianz Green Solutions and Kimberly-Clark’s ecoLOGICAL.