Threading sustainability throughout
Kathleen Talbot has the dual job of CSO and vp of operations at millennial fashion brand Reformation, where she’s spent the last 10 years spearheading its efforts to build a cleaner infrastructure to minimize waste, water and energy footprints.
“In my case, [the CSO role] means leading strategy and engagement across three verticals that intersect with sustainability: product, direct operations and marketing,” Talbot said.
Successes in 2023 included boosting the fashion brand’s circular economy credentials by ensuring 21% of its clothing was made from non-virgin (i.e. predominantly recycled) materials and cutting its CO2 footprint by 38%.
Talbot puts these wins down to a cross-functional model that sees her lead several teams like factory operations, facilities and retail development alongside her core remit.
“We are integrated into the fabric of the company and able to help steer and influence key decisions on a day-to-day basis,” she explained, adding that more companies will weave practitioners like herself into the nuts and bolts of their business.
One brand already doing so is Coca-Cola-owned Innocent Drinks, which in 2021 appointed Karina O’Gorman as head of force for good to oversee sustainability. Reporting to CMO Kirsty Hunter, O’Gorman has been the brand’s voice for its many nutritional and sustainability initiatives, including its commitment to reaching net zero emissions by 2040.
Upon joining, she helped the brand navigate greenwashing claims and has since been instrumental in sharpening its brand purpose. For Hunter, having her on board has been invaluable.
“She makes sure our sustainability credentials guide us at the start of every brief,” Hunter said.
The business case for a CSO
There’s not just a green case for the CSO, there’s a business one too, as Unilever revealed in 2018.
At the time, Unilever said that 28 of its 400-plus brands are classed as sustainable living brands (SLBs) that are “taking action to support positive change for people and the planet.” Though the consumer packaged goods (CPG) giant’s own green claims are currently being put under the microscope by regulators, it says these SLBs grow 69% faster than the rest of its business, and deliver 75% of the company’s overall growth.