What does sustainability look like in marketing? How can you drive (and measure) a green agenda? Where does ‘going green’ start? B2B Marketing’s Lucy Gillman sat down with McKinsey & Company’s partner Sinem Hostetter to investigate.

Lucy and Sinem explore the ins and outs of sustainability in marketing from how to make green policies live and breathe throughout your entire organisations, the business drivers to adopting green policies to big budget commitments and why reaching net zero is a collective effort - not one that can be achieved by a single company.