Certa Integrates with EcoVadis to Help Company Reach ESG Goals
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Risk Management Innovator, Certa Integrates with EcoVadis to Help Company Reach its ESG Goals
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Details 20 April 2021
Despite the evidence that consumers increasingly prefer brands that act positively for the planet, too few brands are innovating with new products, new experiences, and new forms of engagement that address these values. This causes many CMOs to lean too heavily on marketing communications for their green efforts, risking further backlash from consumers who often believe that brand messages about sustainability are self-serving and intended only to sell more products.
Although there is growing evidence that new entrants manage to be successful and that green-conscious consumers expect brands to shift, many CMOs at established firms aren’t bold enough to innovate their marketing mix or to challenge their firm to update its business model. Too often, CMOs still think stakeholder capitalism is far from becoming a business reality. One CMO at a CPG company said: “I am fed up with the bullsh t around the 3Ps (people, planet, p