Put sustainability in marketing and you risk it becoming a storytelling exercise without the substance behind it. Put it too far from the boardroom and it loses the weight to drive real change. So where should it actually sit?In this episode, FuturePlus CEO Alex Smith and Sustainability Consultant Ana Biedermann Villagra work through that question from multiple angles, drawing on Ana's experience across in-house roles, consultancy, B Corps, the UN Global Compact, and UNICEF.They discuss how organisational maturity shapes where sustainability lands, why board-level ownership is the difference between sustainability as a checklist and sustainability as a driver of value, and how to have the conversation with a CEO who sees commercial success and sustainability as separate goals.Ana also shares her approach to working with competitive CEOs: find out what they fear, what motivates them, and show them what their competitors are already doing with it.🌐 future-plus.co.uk

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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