UN Unveils CMO Blueprint For Sustainable Growth

In a landmark initiative unveiled at the Cannes Lions Festival of Creativity, the United Nations Global Compact launched the CMO Blueprint for Sustainable Growth, a comprehensive framework designed to help Chief Marketing Officers (CMOs) integrate sustainability into every aspect of their business strategy. This global initiative aims to position marketing professionals at the forefront of corporate sustainability transformation by aligning brand and business growth with environmental and social imperatives.

The Blueprint, officially introduced by the UN Global Compact’s CEO and Executive Director, Sanda Ojiambo, is a product of the UN Global Compact CMO Think Lab—a collective of marketing leaders, sustainability experts, and business strategists from across industries. Ojiambo described the Blueprint as both “a call to action and a practical roadmap,” emphasizing that it reflects the insight and ambition of marketing leaders around the globe. These leaders, she noted, are poised to lead companies toward a future that is not only profitable but also just, inclusive, and resilient.

Designed around five strategic pillars—growth strategy, brand strategy, innovation, communications, advertising & media, and partnerships—the CMO Blueprint offers a principles-based approach to sustainable marketing. It provides not just a theoretical framework, but also actionable guidance and benchmarks that enable marketing leaders to assess their progress and identify gaps in their ESG-related efforts.

To support the adoption and implementation of the Blueprint, a dedicated online hub has been created. This platform serves as a central repository for tools, case studies, and best practices aimed at embedding sustainability into every facet of marketing. The initiative underscores the need for a collaborative ecosystem where brands, agencies, and partners work together to redefine the role of marketing in the sustainability landscape.

The global debut of the CMO Blueprint took place at the Cannes Lions Festival (June 16–20), one of the most influential gatherings of the marketing and creative industries. The launch is seen as a pivotal moment for the industry, elevating the conversation around sustainability from niche discussions to mainstream strategic priorities. A series of events and panels, hosted within the new LIONS Sustainability Hub in collaboration with ACT Responsible, will spotlight how marketing can drive positive change.

One of the most anticipated events is scheduled for June 19 at 15:30 CET, where prominent marketing leaders will come together at the EverGrow greenhouse within the Hub. Among the headline speakers are Raja Rajamannar, Chief Marketing and Communications Officer of Mastercard; Cristina Diezhandino, Chief Marketing Officer of Diageo; and Khensani Nobanda, Group Executive for Marketing and Corporate Affairs at Nedbank. These industry veterans will share insights on how CMOs can play a pivotal role in steering their organizations through ESG (Environmental, Social, and Governance) transformation.

Simon Cook, CEO of LIONS, emphasized the transformational power of marketing in his remarks on the Blueprint’s release. “CMOs and marketing leaders have a vital role to play in driving sustainable growth and advancing corporate sustainability strategies,” he stated. “This blueprint provides a key opportunity for our industry to harness its boundless creativity and pioneer solutions that will echo far beyond Cannes Lions.”

The launch of the CMO Blueprint comes at a critical time, as brands and companies face increasing scrutiny from consumers, investors, and regulators regarding their sustainability commitments. The pressure to deliver not just value but values has become a defining challenge for business leaders across the globe. In this context, the role of marketing has evolved dramatically—from simply promoting products and services to shaping the narratives, choices, and actions that define how organizations contribute to society and the planet.

By creating a shared standard and fostering a culture of collaboration and accountability, the UN Global Compact aims to accelerate the transition to sustainable marketing. The Blueprint’s holistic approach—incorporating principles, progress benchmarks, and practical tools—equips CMOs with the means to influence both internal corporate culture and external consumer behavior.

Ultimately, the CMO Blueprint for Sustainable Growth is more than just a guide; it’s a platform for collective action. It recognizes that CMOs are uniquely positioned to drive systemic change by leveraging the power of storytelling, innovation, and consumer engagement. Through this initiative, the UN Global Compact is helping to reshape the marketing industry’s role in tackling some of the most pressing challenges of our time—from climate change and inequality to responsible consumption and inclusive economic development.

As the world looks for leadership in uncertain times, the launch of this Blueprint signifies that the marketing community is ready to step up—not only as storytellers and strategists but as changemakers who can inspire sustainable growth across the global business landscape.