How to Lead a Successful Sustainability Program

Marketers at P&G, Ikea, Kimberly-Clark, Siemens, and others are helping their companies improve the planet while achieving growth — here’s how they do it

By Chuck Kapelke

Savvy companies are increasingly launching sustainability initiatives to meet the standards of environmental watchdogs and conscious consumers and fuel long-term growth. Marketing leaders and other experts weigh in on how to elevate “do good” efforts.