Businesses have never been under so much pressure to deliver on sustainability but balancing it with profitability is becoming increasingly complex in a world of geopolitical unrest and disinformation.
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00:00So, when we think about sustainability, we think about ultimately getting to an economy
00:05in which business, people, and planet can all thrive.
00:09And today, we're out of balance with that.
00:12And then when you look at 2024 and what it means, businesses have to deal with a lot
00:18today.
00:19And so they have to deal with geopolitics and misinformation and the advancement of
00:23AI and sustainability and climate change.
00:27And so it's making sure that we're able to have this long-term view while businesses
00:32are dealing with everything coming at them today.
00:35So businesses have to think about, is it possible to be both sustainable and profitable?
00:41We once had a client say, you can't be green if you're in the red.
00:44And I think that's a really important way to think about things.
00:48Businesses have to manage risk associated with sustainability.
00:52Is climate change impacting your supply chain?
00:55Do you have manufacturing facilities that are now in areas that need to be cooled in
01:00a different way than they did before?
01:02They need to think about what the regulatory requirements are.
01:06They also need to think about how their client and customer demands are changing.
01:09Are their customers asking them for something different?
01:12And how fast is that moving?
01:14And then they have to look at ways to innovate for the future.
01:17There are a lot of opportunities to drive innovation that will fuel the energy transition.
01:24In this world in which there are a lot of allegations around greenwashing and concerns
01:28that companies aren't doing what they say they're doing, the role of the CMO is incredibly
01:34important.
01:35We're living in a place where there's everything from green hushing, doing things on sustainability
01:41but not wanting to talk about it, all the way through to concerns about greenwashing
01:46and saying you're doing something that you're not.
01:48And so CMOs can really help understand authentically what the business has set out to do, how they're
01:56going to do it, and then make sure they can articulate it in a way that their customers
02:00understand.
02:02We see AI as having an incredible opportunity to drive innovation and change.
02:09It can help you better predict weather patterns.
02:11It can help you identify where you might have a methane leak that needs to be addressed.
02:17But it also comes with a lot of energy usage.
02:20So as we're thinking about AI, we need to think about how we use it for good, but also
02:26how we implement and build up data centers in a way that doesn't further contribute to
02:31the issues we face.