Stephan Loerke, CEO of the World Federation of Advertisers (WFA), is unquestionably an optimist when he talks about the potential for marketing to drive outcomes and even reshape business goals. However, he is also tremendously pragmatic when he discusses the importance of embracing key marketing initiatives. He believes that CMOs “need to lead,” and given the global complexities of the year ahead, clearly, he asserts, “the time to lead is now.” With his passion for championing climate issues and his belief that marketers are pivotal to encouraging new sustainable behaviors for both brands and consumers, Stephan Loerke foresees a Sustainable Transformation that will be as sweeping as the Digital Transformation we have all experienced. Today we talk about pivotal lessons from 2023 and the significance of 2024 in marketing.