Initially exclusively a Corporate topic, Sustainability is now a core component of CPG brands P&L and strategies.

But while 93% of marketers say marketing can make a difference in the sustainability journey, only 47% of them a progressing well on it!

Based on the review of 120+ reports and academic research, deep interviews with CPG executives, quantitative survey in the marketing community and inspiring case studies, this second Conversation on TheBalcony brings clear strategic and operational framework, opening doors to crack this hot question.

1. Is this the moment of disillusionment for sustainability in CPG?

Easy wins have been made but sustainability costs and external pressure are still there, while consumers look reluctant to transform sustainability into profitable growth.

2. What do consumers really value?

Price is obviously the first barrier for consumers to change for green consumption, but when we deep dive we discover that beyond price the components of sustainability value need to be addressed.

3. Can sustainability really drive growth?

If sustainability can drive value, can it also drive volume? We leverage here the most relevant Growth theories to understand how they can apply to sustainability.

4. How to make growth happen with sustainability

If strategy is key, execution is critical in transforming sustainability initiative into brand value or volume growth. We explore in this chapter the implementation imperatives.