Institute For Real Growth (IRG)

CMO-CSO Playbook

Today's world needs clear, sustainable consumer choices and more sustainable business growth. Closer and more strategic collaboration between the Chief Marketing Officer (CMO) and the Chief Sustainability Officer (CSO) unlocks sustainable value for customers and measurable business value.

This Playbook builds on the findings of the IRG 2024 Impact Study, drawing insights from 850 senior leaders and 50 dedicated interviews, as well as collaboration with Ipsos, Google, UNGC, the ANA, and Ad Net Zero, and reflects both data-driven insights and practitioner experience.

Overperforming companies view stakeholder value creation as a strategic growth opportunity and embed sustainability into their long-term business strategy. They translate sustainability with a marketing mindset, with consumer insights and market opportunities, into organizational resilience, tangible and intangible value, and competitive advantage.

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The relationship between the CMO and the CSO is both challenging and crucial for driving sustainable business growth. Overperformers recognize that the two functions are highly complementary and understand the need to align strategy and language to drive impact.

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The Playbook identifies how marketing operations, media, and production create significant emissions and sets out to reduce marketing’s own environmental footprint through reusable, recyclable, and compostable right-sized packaging, sustainable production practices, media emissions measurement, and procurement rules.

Resources and examples of business-led sustainable initiatives that create new revenue streams, reduce risks, and strengthen reputation demonstrate the link between responsible practices and long-term impact.

CMO-CSO Playbook

CMO-CSO Playbook

CMO-CSO Playbook Partners