A joint effort of the Association of National Advertisers (ANA), Sustainable Brands and Adweek, the Global CMO Sustainability Accelerator combines forces to take advantage of the unique capabilities of each group. In coming together, the goal is to consolidate efforts across the industry, help CMOs maximize impact, and accelerate sustainable innovation to build better brands and a better world.
The Accelerator has three primary objectives:
- To unify efforts that help advance sustainability in the global marketing industry;
- To educate and enable CMOs to innovate with sustainability tools, roadmaps, standards, best practices, case studies, and roundtables;
- To be a force for good and for growth through sustainable innovation that advances the “triple bottom line” of people, profit, and the planet.
“Sustainability has justifiably become a cornerstone of 21st century marketing and the ANA through the CMO Growth Council is committing considerable resources to its success,” said ANA CEO Bob Liodice. “The new CMO Sustainability Accelerator program is a pioneering, joint effort to help our members and the industry at large successfully develop sustainability efforts that will benefit consumers and brands alike.”
Key elements of the Accelerator will be completed in stages over the next year and will include:
- A Sustainability Hub: A curated collection of sustainability tools, case studies, playbooks, and best practices from leading marketers across the globe will be made available to guide CMOs and all marketers.
- Assessment Tools & Roadmaps: Marketers will be able to determine company and brand progress on the sustainability journey and measure against industry benchmarks. These frameworks and tools will enable brands to build a sustainability roadmap, set goals and identify key metrics for success, as well as test their marketing content to determine effectiveness in building brand favorability and enabling sustainable lifestyles.
- Sustainability Standards for Marketing: Industry guidelines and standards will be developed for marketing claims, creative and media supply chain governance, and impact measurement.
- CMO Sustainability Accelerator Roundtables: CMOs will convene from around the world for peer-to-peer learning and opportunities to partner and work together on sustainability initiatives in service to people and the planet.
