Marketers advance sustainability efforts

The study also identified notable differences in how marketing and sustainability leaders assess progress.

The UN Global Compact and Kantar have released the UN Global Compact–Kantar CMO Benchmark Study, a global assessment of how marketing organisations are integrating sustainability into business growth strategies, brand development, innovation and communications.

Based on guidance from the CMO Blueprint for Sustainable Growth, the study draws on responses from more than 1,700 senior leaders across marketing, sustainability, innovation and operations functions, representing organisations across regions, sectors and business models.

Progress outpaces execution

The research found that 69 per cent of marketers believe their organisations are either progressing well or are well advanced in integrating sustainability into marketing agendas.

However, average perceived performance across the Blueprint’s 28 benchmark statements stands at 52 per cent, indicating a gap between organisational ambitions and implementation.

Performance was strongest in areas directly managed by marketing teams, including Communications, Advertising & Media at 56 per cent and Brand Strategy at 54 per cent.

Cross-functional challenges remain

Lower scores were reported in areas that require broader organisational change and collaboration. Innovation recorded a performance score of 50 per cent, while Collaboration & Partnerships achieved 48 per cent.

The report suggests that advancing sustainability efforts will require stronger coordination across departments and external stakeholders.

Sanda Ojiambo, CEO and Executive Director of the UN Global Compact: "This benchmark report gives us that industry-wide picture. It highlights both momentum and critical gaps — and the decisions and capabilities that will move the industry faster and further. The message is clear: sustainable growth is not the future of marketing — it is the mandate today. Brands that lead will build trust, unlock innovation and secure long-term performance."

Perception gap between functions

The study also identified notable differences in how marketing and sustainability leaders assess progress.

While 27 per cent of marketers describe their organisations as well advanced in sustainable transformation, only 9 per cent of sustainability professionals share that assessment. The findings point to a need for greater alignment, common definitions and more integrated decision-making processes.

Another gap emerged around circular growth models. Nearly 49 per cent of sustainability leaders believe profitable growth can be achieved through circular business models, compared with 25 per cent of marketers.

Focus areas for marketing leaders

According to the report, this difference suggests that circularity has yet to be fully recognised as a driver of long-term growth and innovation within many marketing organisations.

Jonathan Hall, Managing Partner, Sustainable Transformation Practice, Kantar: "The impacts of climate change are well understood — and the risk is material. But, within this urgency lies enormous opportunity: sustainability perceptions already contribute as much as 10 per cent of value to the Kantar BrandZ Global Top 100 most valuable brands. And while marketing and sustainability leaders recognize their responsibility and the scale of the opportunity, turning intention into impact requires system change and new ways of working. This benchmark report points to how marketing and sustainability can together create value in ways that benefit both people and the planet."

The study identifies several priorities for chief marketing officers and marketing leaders, including strengthening insight capabilities around sustainable consumption and behaviour change, embedding sustainability into growth and investment decisions, advancing circular thinking across value chains, improving cross-functional collaboration, and integrating sustainability into governance, performance metrics and key performance indicators.

Benchmark designed to guide transformation

The benchmark was developed in collaboration with Kantar’s Sustainable Transformation Practice and is intended to help organisations assess sustainable marketing maturity, compare progress with peers, identify capability gaps and accelerate transformation aligned with the Sustainable Development Goals.

The study builds on the earlier launch of the CMO Blueprint for Sustainable Growth, a framework developed with marketing leaders to support the integration of sustainability into marketing strategy and execution.

The full report can be accessed here

www.unglobalcompact.org

www.kantar.com

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