CMOs and the sustainability matrix

Time of India

29-05-2025

HighlightsIn the contemporary business landscape, the Chief Marketing Officer's role is evolving to prioritize sustainability, transforming from a brand storyteller to an architect of a sustainable future. A recent GfK survey indicates that more than half of Indian Chief Marketing Officers view sustainability as central to their brand, with 34% actively operationalizing sustainable practices. Authenticity has become the new currency of brand trust, as consumers demand genuine commitment to sustainability, urging Chief Marketing Officers to ensure that their brand's sustainability claims are supported by tangible efforts and measurable results.
In an era governed by
climate crises
and conscious
consumerism
,
sustainability
is no longer a peripheral concern but a core business imperative. Leading this critical shift is the Chief Marketing Officer, whose role is rapidly evolving from a brand storyteller to an architect of the sustainable future. The role of the Chief Marketing Officer has always been shaped by change. From brand storytelling to data-driven decision-making, CMOs have continually adapted. But in today's hyper-paced business environment, purpose is emerging as the defining priority.
Growth alone is no longer the end goal. In this new era, profitability must coexist with responsibility. CMOs are uniquely positioned at this intersection—where marketing meets mission, and the brand's voice becomes a reflection of its values. The future requires a new type of CMO, one who is capable of donning multiple suits of a strategist, ethicist, and a change agent.
This transition is already happening. A recent GfK survey of more than 50 Indian CMOs and marketing chiefs indicates a significant mind-set shift. More than half view sustainability as central to their brand, and 34% have operationalised it. This transition ratifies a hard reality: sustainability is no longer a nicety— but a business necessity. And for CMOs, it's a strategic play to bring business goals and meaningful impact together. The solution is in walking the talk. CMOs can drive the change internally—through initiatives like energy efficiency that deliver quick value while building enduring credibility. These aren't just cost-cutting initiatives—they're trust-building actions that speak of character.
Consumers today are vocal, aware, and aligned with causes. They want their values to resonate through the brands they support. Consumers are increasingly discerning, demanding transparency and genuine commitment behind sustainability claims. The CMO is uniquely positioned to orchestrate authenticity, strategic communication, budgetary allocation, and alignment with overarching organizational goals, thereby building profound trust with increasingly discerning consumers. In today's landscape, brands that fail to meet the genuine sustainability standards face the tangible threat of diminished brand affinity.
But trust is not built on execution alone. Today's consumer can recognize
greenwashing
at a mile's distance. That's why authenticity is the new brand trust currency. Before creating messages, CMOs need to ask: what are we doing today that makes a difference? Internal alignment must come before external communication. Genuine credibility comes when transformation is supported by investment, dedication, and openness—not just messaging.
Driving meaningful sustainable impact hinges on the inseparable principles of responsibility and authenticity. Brands must not only communicate their sustainability goals but also demonstrate genuine accountability. This requires the CMO to champion practices across the value chain, ensuring that sustainability claims are backed by tangible efforts and measurable results apart from aligning brand messaging with concrete actions. The responsibility allows the CMO to move beyond greenwashing and cultivate a truly credible and impactful sustainability narrative across products, customer engagement, brand guidelines and communication. The CMO, thus, becomes the crucial link in ensuring that the brand's pursuit of sustainability is both responsible and undeniably authentic, fostering a relationship of trust with consumers.
This is where social media is invaluable. The rise of new-age media platforms has revolutionized how brands communicate and engage with their audiences on sustainability. New-age media platforms, encompassing social channels, interactive content, and direct-to-consumer avenues, offer CMOs unprecedented opportunities to cultivate radical transparency and forge stronger bonds of trust with their audiences. It empowers CMOs to create in-the-moment conversation and put a human touch on the journey. Sharing behind-the-scenes work, progress reports, and open struggles helps build trust. Stories of sustainability need to be told with clarity and vulnerability—not just celebration.
We are seeing the rise of a new type of customer—one who evaluates brands by their social and environmental footprint. This consumer is values-driven and purpose-focused. Platforms like LinkedIn and Instagram let CMOs highlight innovation, feature people behind the change, and connect directly with communities and conscious consumers. They reward authenticity and transparency, not perfection. That presents a challenge: sustainability must be deeply embedded, not skin-deep.
For the CMO, this is the moment to lean in. Incremental change is no longer enough. Leadership now requires bold commitments, even at the cost of uncertain ROI. This isn't about optics—it's about real outcomes. When it comes to building a sustainability narrative, the early adopters are ruling the space. Because today, sustainability and marketing are inextricably linked. The CMO must ensure that connection is authentic, consistent, and powerful. By driving systemic change internally and communicating externally, CMOs can create brands that stand for something bigger than business—brands that inspire trust, loyalty, and long-term relevance.
Therefore, the future of marketing leadership hinges on the CMO's ability to strategically own the sustainability agenda. The future of sustainability lies in the hands of those who shape perception. The CMO must now be both guardian of the brand and steward of its purpose.
(The author is Head of Marketing, Strategy, Govt. Affairs & CSR - Signify, Greater India. Opinions are personal.)