The Harvard Business Review notes thatCMO(Chief Marketing Officer) have gone out of fashion in recent years and even considered by some researchersworthlessbe considered. In Deloitte’s CMO Survey, CMOs themselves state that their importance is at an all-time low. Companies like Douglas, Johnson & Johnson, Uber, Airbnb and Hyatt are already giving up the position of chief marketing officer (CMO) – even to accelerate growth. Isn’t that the point of marketing?
The framework conditions for marketing and advertising are facing far-reaching changes in view of the many challenges. Performance is everything these days. Digital platforms are pushing traditional media such as print, TV and radio further and further back. According to a recent study on investing in sustainable marketing strategies in European companies, it is worth ittheme of sustainability. Nevertheless, two thirds of companies still invest less than 50,000 euros in sustainable measures.However, almost 90% of companies say that investing in sustainability issues is worthwhile.
It’s time for marketing bosses to focus more on sustainability. Do the marketers really have too little influence on the management or is it blind – or rather helpless? But it shows why Germany is simply lagging behind in a global comparison (see study by Asendia ).
It is high time that the focus on sustainability in marketing was strengthened. Sustainable marketing not only helps to save the environment, but also creates long-term economic success. You can also find a great article on sustainable marketing here by Thomas Koch .