Sustainability has moved far beyond ESG reports and corporate responsibility campaigns. Today it influences brand trust, regulatory expectations, investor scrutiny and customer decision-making — making it a critical consideration for organisations thinking about long-term growth and resilience. In this session, Amy Parker Dixon will explore how CMOs can move sustainability out of the communications function and embed it into the core of brand strategy and organisational decision-making. Drawing on experience leading marketing and communications for global education organisations, she will examine how marketing leaders can align purpose with operational reality, ensuring sustainability commitments are credible, measurable and meaningful to stakeholders. The session will address how CMOs can balance purpose-driven ambition with commercial accountability, avoid superficial positioning, and translate sustainability into genuine strategic advantage. Expect a practical leadership perspective on how marketing can help shape responsible growth, strengthen brand trust and create lasting value in an increasingly scrutinised business environment.