Marketing Sustainability at General Motors

In 2023, top of mind for Kristen Siemen, chief sustainability officer at General Motors (GM), was how to increase consumer adoption of electric vehicles (EVs). After committing to be emissions-free by 2050 and embracing the ambitious “All-Electric Future” plan, the automotive giant has significant tasks ahead. While EV market share has reached 14% by 2022, consumer concerns still limit future adoption, including range anxiety and cost sensitivity. GM must consider how the marketing, sustainability, and communications teams should continue to work collaboratively to continue stimulating EV, as well as how to optimally position GM for its carbon-neutral goal. In this case, students will learn about (1) the automotive and EV industries and their trajectory toward integrated energy management systems, (2) General Motors’ strategy for addressing sustainability goals and challenges with specific regards to measuring and tracking different types of carbon emissions, and (3) the strategic use of communication and advertising to promote the adoption of sustainable products.