The CMO’s Guide: Sustainability and AI, Keys to the Marketing of the Future

Kantar presents the «CMO Blueprint for Sustainable Growth,» a roadmap that unites sustainability and innovation in marketing.

As part of the 25th anniversary of the United Nations Global Compact, Kantar Insights presented its most ambitious study to date: the CMO Blueprint for Sustainable Growth, a strategic guide for marketing leaders in Colombia and Latin America to transform their brands into drivers of social, environmental, and economic impact.

The report comes at a critical time, as, according to the UN, only 17 of the Sustainable Development Goals (SDGs) will be met by the 2030 deadline. At the same time, 97% of executives expect generative AI to revolutionize their industries in the next five years, presenting an opportunity to redesign marketing with a sustainable and innovative perspective.

Marketing as a Solutions Architect

Among some of the results revealed by the study, sustainability is consolidated not only as an ethical obligation, but also as a competitive advantage:

*Brands with sustainable attributes can increase revenue by between 6% and 25% (PwC).
*Sustainability accounts for 45% of corporate reputation (Kantar BrandZ).
*There is a 0.9 correlation between greenwashing and brand abandonment.
*Companies with integrated sustainability are 1.4 times more likely to innovate.
*The brand value of the top 100 sustainable brands could grow from $0.2 trillion to $2.7 trillion by 2040.
*73% of business leaders are willing to collaborate with competitors to achieve net-zero emissions goals.

«We are facing a structural disruption. Marketing must stop being a product amplifier and become a solutions architect,» said Jorge Torres, Country Manager of Kantar Insights Colombia, during the presentation.

A guide for CMOs

The CMO Blueprint for Sustainable Growth proposes five pillars of action for marketing directors:

*Growth strategy: Expand markets with a sustainable focus.
*Brand strategy: Build positions with purpose and social coherence.
*Innovation: Create products and services with a positive impact.
*Communications and media: Prevent greenwashing and promote authentic narratives.
*Collaboration: Work with governments, NGOs, and other sectors to accelerate change.

The study also includes a measurement system and a collaborative ecosystem that connects brands, experts, and leaders to share resources, best practices, and success stories.

Finally, Torres called on the region’s leaders: «This study is not just a roadmap: it is an urgent call to action. The time for debate is over. The time to act is now.»

Source: www.marketingdirecto.com