Guidelines for integrating sustainability into marketing strategies were developed, aligning brand portfolios with strategic choices and investment levels.
One of the key challenges in the corporate world is the integration of sustainability in the marketing strategy and plans. This project consisted of defining which part of the sustainability agenda should be actively pursued by which part of the brand portfolio – following a proprietary methodology, and a series of key stakeholder engagements. It resulted in a guidelines document with clear strategic choices by brand and recommendations on investment levels.