At this year’s Cannes Lions International Festival of Creativity, the United Nations Global Compact spotlighted a bold new agenda for corporate marketers: drive sustainability from the C-suite.
By PR Newswire
Unveiled during a panel titled “CMOs Leading for Sustainable Growth”, the UN Global Compact introduced its CMO Blueprint for Sustainable Growth, urging Chief Marketing Officers worldwide to step up as catalysts for change. The initiative outlines how marketers can reshape corporate behaviour, align with the UN Sustainable Development Goals (SDGs), and use their influence to drive climate and social impact.
Developed through a collaboration with top executives from brands like AB InBev, Dentsu, Mars, and Unilever, the blueprint presents a clear roadmap for marketers to embed purpose into branding, innovation, storytelling, and consumer engagement.
Melissa Fleming, United Nations Under-Secretary-General for Global Communications, reinforced the urgency:
“We must communicate the climate emergency and the solutions with clarity, urgency, and hope. CMOs are uniquely positioned to make this message resonate.”
The blueprint encourages CMOs to not only champion sustainability but to use their platforms to inspire customers and stakeholders alike toward a more equitable and green future.
This global push signals a shift: marketing is no longer just about sales—it’s about shaping a sustainable legacy.
