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How to Intersect Sustainability and Marketing, Sell More by Selling Less and Drive Positive Impact

There is often a noticeable difference in both thinking and behavior between Sustainability teams and Marketing teams. While Sustainability leaders are rallying everyone to ‘save the world’ with them, Marketing executives’ first reaction is to frown at the complex sustainability agendas shoved in front of them. Indeed, marketers can feel that sustainability limits their creativity – after all, sustainability colleagues often seem to bring a dense, grim, wonky load of reality checks and demands. Heineken has been keenly aware of this difference for years and has taken some interesting steps to alleviate this friction.

 

Michael Dickstein, DIRECTOR, GLOBAL SUSTAINABLE DEVELOPMENT, HEINEKEN INTERNATIONAL

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