How to: Build Growth Without Greenwashing

Most accidental greenwashing occurs because marketing teams bring sustainability leaders into the process too late.

This session introduces Co-Led Creativity, a model where CMOs and Chief Sustainability Officers co-own sustainability from the very beginning. Join Kantar and Asahi as they demonstrate how joint ownership between marketing and sustainability avoids missteps, improves creative quality and delivers commercial results.

Kantar brings the insight frameworks and validated measurement, while Asahi provides the execution and real-world brand impact. The session gives CMOs a proven growth model for producing sustainability-led creativity that avoids greenwashing and builds trust, differentiation and commercial performance.

• How can CMOs identify sustainability issues their brand can authentically lead without risk of greenwashing?
• Why joint ownership between sustainability and marketing produces higher impact creativity and stronger business outcomes.
• Is there a framework for measuring how sustainability initiatives translate into brand equity and commercial growth?