What if a CMO had been in the room? Greenwashing

Posted by Mike O'Brien on September 29, 2025 in Postcards from the digital frontier | Leave a comment

In UK boardrooms, the Chief Marketing Officer still too often sits on the sidelines. According to recent surveys, fewer than 10% of FTSE 350 CMOs hold full voting rights at board level. Many attend meetings to “update the team” on campaigns and customer metrics – but not to shape the decisions that drive the company’s future.

This imbalance matters. Boards are where strategic bets are placed: whether to enter new markets, launch new products, pivot towards sustainability, or respond to shifting consumer expectations. And yet, the voice of the customer – the one role best equipped to translate what people want into profitable growth – often isn’t part of the conversation when it counts.

So let’s imagine a different boardroom. One where the CEO, CFO, and CCO bring their vital lenses – but the CMO is also there to connect the dots, challenge assumptions, and reframe the choices through the eyes of the market.

In this series of scenarios, we’ll step into those board meetings. First, the case of a global consumer goods company wrestling with sustainability. The numbers, the strategy, and the distribution story all matter – but what changes if a CMO has a seat at the table?

Boardroom Scenario 1: Sustainability Through Different Lenses

A global consumer goods company is under pressure to accelerate its shift towards sustainability. Competitors are launching eco-friendly products, investors are demanding ESG accountability, and consumers are increasingly scrutinising brands.

The board meets to decide how to reframe the business approach.

CFO Lens: Focus on the Numbers

• Concern: “Sustainability sounds noble, but it has to make financial sense. Recycled materials cost more, and retrofitting supply chains will hit margins.”
• Decision leaning: Delay major investments until ROI is clear, or tie all initiatives to short-term financial metrics.

CEO Lens: Focus on Strategy & Growth

• Concern: “We need to show the market that we’re moving. Let’s set ambitious net-zero targets and announce a bold vision.”
• Decision leaning: Prioritise signalling to investors and stakeholders – ambitious goals, press releases, and commitments.

CCO Lens: Focus on Sales & Distribution

• Concern: “Retailers are asking for sustainable ranges. Let’s build a premium green product line we can sell to affluent segments.”
• Decision leaning: Launch niche products at higher price points, leveraging sustainability as a differentiator.

The CMO-Less Outcome

Without marketing leadership at the table, the board tries to combine these perspectives:

• Resulting strategy:
  • A bold net-zero pledge (CEO)
  • A narrow premium eco-range (CCO)
  • Tight cost controls and limited investment (CFO)
• How it looks: A glossy sustainability campaign launches, backed by a few high-end eco-products, but the mainstream range stays unchanged.
• Impact: Consumers accuse the brand of “greenwashing,” retailers are unconvinced, investors remain sceptical, and the company lags behind rivals embedding sustainability into their core.

What if a CMO had been in the Room?

• Perspective: “Sustainability isn’t just cost, signalling, or niche premium positioning – it’s about brand trust and long-term relevance to all customers.”
• What the CMO mindset adds:
  • Customer Insight: Mainstream consumers expect sustainable options at fair prices, not just luxury buyers.
  • Narrative Power: Tell a story of shared value – good for the planet, good for people – grounded in authenticity.
  • Behavioural Economics: Use nudges like default eco-packaging and transparent labelling to make sustainable choices easier.
  • Brand Equity: Strengthen long-term loyalty and pricing power through trust.
  • Cross-functional Alignment: Bridge financial, strategic, and sales perspectives into a customer-first sustainability strategy.

Improved Outcome:
Instead of a fragmented campaign with token products, the company transitions the entire portfolio, embeds sustainability as a growth driver, and builds investor confidence through consumer-led adoption.

The Lesson

• Without a CMO: sustainability becomes fragmented, inconsistent, and risks being dismissed as greenwashing.
• With a CMO: sustainability becomes a unifying growth narrative, connecting strategy, operations, and customers into a coherent value proposition.