We evaluated the sustainability efforts of various Chief Sustainability Officers from the 2023 Weinreb Group list, classifying them according to their distinct traits, actions, backgrounds, and motivations. This segmentation provides insights into how B2B companies can leverage similar trait profiles to create tailored media strategies, enhancing credibility, strengthening partnerships, and promoting sustainability initiatives effectively.
Core Traits: Passionate, bold, advocates for drastic change
Example: Ezgi Barcenas, Anheuser-Busch InBev: Led initiatives to significantly reduce water usage in beer production, aiming for a 25% reduction by 2025
Touchpoints: Quick turn decision-making, high impact – Eco-conscious news platforms, advocacy blogs, sustainability-themed podcasts, micro-events & social media channels.
Core Traits: Charismatic communicator, inspires others to support the mission.
Example: Kate Brandt, Google: Launched a series of internal webinars and external talks to highlight Google's sustainability efforts and inspire action within and outside the company.
Touchpoints: Public facing thought leadership – Social media, TED Talks, Peer communities like Reddit.
Core Traits: Skilled negotiator, adept at working with others, anticipates obstacles.
Example: Chris Raymond, Boeing: Successfully negotiated for a significant increase in the company’s sustainability budget by presenting a compelling case for future savings and regulatory compliance benefits.
Touchpoints: Strategic and high frequency – News sites, omni-channel package with core business journals, e.g., The Economist, Bloomberg Green etc. & case studies.
Core Traits: Credible representative, strong networker, trusted advisor.
Example: Kathleen McLaughlin, Walmart: Convinced key stakeholders to invest in a major solar power project, making Walmart a leader in renewable energy use in its industry.
Touchpoints: Tailored, unique experiences –Industry-specific publications, promotional content on networking platforms e.g., LinkedIn and sporting event.
Core Traits: Visionary thinker, prioritize innovation, champions technological advancements for sustainability.
Example: Kristen M. Siemen, General Motors: Integrated advanced technologies in GM's sustainability strategies, focusing on electric vehicle innovations and carbon footprint reduction. Collaborates with tech partners, participates in industry panels on sustainable transportation.
Touchpoints: Comprehensive and tailored – Tech-focused conferences, Industry-specific publications, case studies, innovation theme podcasts, micro-events and social media channels.
Core Traits: Analytical, strategic planner, integrates sustainability into business models.
Example: Sophie Beckham, International Paper Co: Championed sustainable forestry and recycling initiatives, focusing on resource conservation and stewardship. Collaborated with environmental NGOs to co-develop sustainability standards and worked with local communities to ensure sustainable practices.
Touchpoints: Strategic and public facing thought leadership– News sites, omni-channel package with core business and environmental themed journals, social media webinars, and roundtables.
Sustainability has become a central focus in today's dynamic business environment. B2B customers are increasingly prioritizing socio-political factors in their decision-making processes, driving the adoption of environmentally friendly and socially responsible practices.
20th Aug 2024While the concept of ‘sustainable development’ emerged in 1987, it has undergone a significant shift in recent years. Once a fringe topic, sustainability has moved to the forefront of business strategy, with ESG principles becoming essential.
20th Aug 2024Over the past 3 to 4 years there is a growing focus among investors and CEOs to consider global issues such as climate change and social inequality.
20th Aug 2024
