Sustainable investing considers environmental, social, and governance (ESG) factors to determine which companies, industries and practices merit financial support.

Among the total global fund market, 27% of fund assets reported using some form of sustainable investing approach in 2024, according to an investment review from the Global Sustainable Investment Alliance (GSIA).¹ In 2018, only 3% of the fund market reported using any of these practices.

The future of finance is increasingly tied to the future of the planet. Read on to learn more about how sustainable investing works, its impact, and how individual investors can participate.

Key takeaways

• Sustainable investing considers the environmental, social, and governance (ESG) impact of companies and products to help influence investment decisions.
• There are different approaches to sustainable investing. Funds and investors can use screening methods to include or exclude investments based on certain criteria, or integrate ESG assessment into their investment lifecycle, for example.
• Individual investors can align their personal financial strategy with sustainability goals by exploring ESG funds, engaging in shareholder advocacy and committing to ongoing education.

What is sustainable investing?

Sustainable investing, sometimes referred to as ESG investing, refers to investing through a lens that considers environmental, social and governance factors as part of total returns.²

Alex Base, head tutor for CISL’s Sustainable Finance course, describes sustainable investing as comprising three goals. “[It’s] focused on delivering positive social and environmental impacts alongside financial returns, creating long-term value for businesses, society and the planet, and ensuring that outcomes are aligned to globally recognised frameworks.”

To determine which investments are sustainable, investors use established ESG frameworks to assess companies and funds. ESG factors are typically built around globally recognised standards, such as those related to human rights, labour and environmental protection.³ Examples of the components in each category include:

• Environmental: Pollution, climate change, emissions, biodiversity loss and waste management.
• Social: Labour standards, employee relations, diversity and inclusion, human rights and community impact.
• Governance: Management structure, executive compensation, audit committee composition, shareholder rights and anti-corruption policies.

How does sustainable investing work?

Sustainable investors value the broader impact on society alongside their financial goal. Similar to the concept of “voting with your wallet,” sustainable investing doesn’t just signal support for an outcome, it actively moves money towards achieving it.

Base explains that there are two primary ways this works. First, it’s “actively transitioning capital away from polluting, socially irresponsible businesses that are focused solely on short-term financial gain,” he said. Companies that engage in harmful environmental practices receive less funding and lower stock prices under a sustainable investment model.

In contrast, sustainable investors are also “providing capital to grow the new net-zero, nature positive, equitable, and just businesses,” Base added.

By directing capital towards companies that demonstrate strong ESG performance and away from those with poor records, sustainable investing aims to incentivise positive corporate behaviour. This continuous flow of investment supports ESG initiatives within companies and rewards those who are proactively mitigating environmental and social risks, ultimately helping to build more resilient and responsible businesses.

Sustainable investing does not come at the expense of profits, either. From 2014 to 2024, MSCI ESQ Equity leaders (companies with strong ESG scores) delivered higher returns compared to the overall MSCI Index, according to JP Morgan.⁴

There are a few different sustainable investing methods. Screening systems apply a rules-based approach to portfolio selection, while other strategies are focused on ongoing or trending themes.

Some examples of sustainable investment approaches include:⁵

In 2024, corporate engagement and stewardship was the most popular method, according to GSIR data. 89% of fund assets used this method, up from 27% in 2018. Norms-based screening grew in popularity during the same time period – from 27% of assets in 2018 to 63% in 2024.⁶

Other methods are less popular today. For example, positive screening declined from being used in 40% of fund assets to nearly half that six years later.

How can individual investors be sustainable?

Individual investors can leverage their portfolios to support a greener and more equitable economy. Aligning personal finance with a values history requires both self-education and proactive choices.

Here are some practical steps individuals can take to invest sustainably:

• Identify goals.

Prioritise the values you care about most and set clear financial goals for your investments.

• Explore ESG-focused funds.

The simplest way to begin is by choosing Exchange-Traded Funds (ETFs) or mutual funds that explicitly integrate ESG criteria. These funds employ the screening or integration methods mentioned above to ensure the underlying holdings meet sustainability standards.

• Utilize screening tools.

Use online tools and brokerage platforms to filter potential investments based on their own environmental and social priorities – for example, excluding companies involved in fossil fuels (negative screening) or prioritizing those focused on clean water technology (positive screening).

• Be aware of greenwashing.

Sometimes, companies try to reap the benefits of sustainable investment without making actual change, a marketing tactic called “greenwashing.” Avoid greenwashing by being skeptical of vague terms such as “eco-friendly” and searching for reputable certifications.

• Practice shareholder advocacy.

Exercising shareholder rights is a powerful form of corporate engagement. This can involve voting on proxy issues that push for ESG improvements, or even co-filing shareholder proposals on matters like climate risk disclosure.

• Ask your financial adviser.

Investors who work with financial professionals should explicitly discuss their interest in sustainable investing. Ask what ESG options are available and how the adviser evaluates a company’s non-financial performance alongside its traditional financial metrics.

The future of sustainable investing

“We need the finance sector to take responsibility for honestly and courageously driving the change required,” Base said. “We need brave leadership, as there is no justification to stick with a system that just simply doesn’t work for society or the planet.”

The rapid growth in the global sustainable investment market suggests that financial institutions and asset managers are increasingly accepting that ESG factors are critical for long-term value creation. The ongoing challenge is two-fold: ensuring the authenticity and rigour of ESG claims to combat “greenwashing,” and further integrating ESG into mainstream financial regulation and corporate reporting. As the market matures, sustainable investing is expected to evolve from an alternative approach to the new global standard for financial decision-making.

Courses and learning

GetSmarter collaborates with the world’s leading universities and institutions to design and deliver premium sustainability online short courses, including in sustainable finance and investment.

Guided by expert faculty, you can gain a practical understanding of today’s ESG criteria, and explore tactics for integrating these into your investment strategy. In the University of Cambridge Institute for Sustainability Leadership (CISL) Business Sustainability Management online short course, you’ll develop the skills to drive sustainable business in the green economy of tomorrow.

CAMBRIDGE CISL
Business Sustainability Management

Play your part in the transition to a greener economy.

The post Financing a Greener Future: The Rise of Sustainable Investing appeared first on GetSmarter Blog.

Continue reading to explore the differences between law and ethics, their overlap, and how to navigate situations where what is legal may feel deeply wrong, or vice versa.

What is law?

Law is a formal set of rules established by a governing authority. It is codified in statutes and enforced through institutions like courts, the police, and regulatory agencies. Laws define what is permissible, what is forbidden, and what penalties apply for violations.¹

For example, antitrust laws prohibit unfair market competition and data protection laws regulate how organizations collect and use personal data.

While science gives us “universal laws” like gravity, most rules in the social and legal sense are jurisdiction-specific. Legal systems vary by territory, and what’s lawful in one nation may be criminalized in another. For example:

• Cannabis possession is legal in Canada and several U.S. states, but punishable by prison sentences in Japan.^2,3
• Freedom of speech is constitutionally protected in the U.S. but restricted in China, where online expression is closely monitored.^4,5 
• In South Africa, labor laws prohibit employers from laying off employees (also called ‘retrenchment’) without a period of consultation and fair severance packages.⁶ In the United States, severance is not required by law.⁷

What is ethics?

Ethics is the branch of philosophy concerned with what is right and wrong, good and bad. It deals with fundamental issues of practical decision-making, especially the standards by which human actions are judged.⁸ They derive from cultural norms, philosophies, personal and professional values, religious beliefs, and social consensus. Ethics guides us in what ought to be done, not merely what is legally required.

Professions often formalize ethics via codes of conduct: medical ethics, legal ethics, and engineering ethics. Individuals can also develop ethical frameworks from their values, for fairness, responsibility, honesty, welfare, etc.

Like law, ethics is not universal, and what looks honorable in one place may appear questionable in another. For example:

• In Japan, silence during a meeting may be seen as respectful and appropriate, whereas in other cultures, the same silence could be perceived as evasive or unprofessional.
• Gift-giving in business negotiations, for example, is routine in many parts of Asia and the Middle East. In the U.S. and much of Europe, it may raise eyebrows or compliance red flags.
• In the Netherlands and Belgium, assisted dying is framed as a compassionate choice tied to personal autonomy. In many other countries, it is condemned as a violation of the sanctity of life and remains criminalized.

Ethics is heavily context-dependent, which means cross-cultural collaboration is as much about navigating moral landscapes as legal ones.

Comparing law vs. ethics

For professionals, leaders, and organizations, understanding the differences between ethics and law can shape how decisions are made when the rulebook runs out.

Similarities between law and ethics

Law and ethics intersect in meaningful ways — many legal systems draw heavily on prevailing ethical norms. Anti-discrimination laws, for example, stem from widely accepted ethical principles of fairness, equality, and human dignity.

The U.S. Civil Rights Act of 1964 was born from an ethical demand for justice, later codified into law. Similarly, international human rights treaties reflect ethical ideals that gained broad global acceptance before being embedded in binding legal frameworks.

Professional life can also illustrate this overlap. Businesses that proactively adopt high standards for sustainability and corporate social responsibility are often better prepared when governments later mandate those standards.⁹ Other examples include:

• Lawyers must follow both legal requirements and ethical codes, such as confidentiality and avoiding conflicts of interest.
• In medicine, patient consent is an ethical necessity and a legal requirement.
• Most countries require companies to meet basic reporting standards by law, but boards are also expected to act in line with ethical duties of transparency and accountability to stakeholders.

Think about a time in your own career when your organization used a code of ethics or guiding principles. Were any of them reinforced by the law in your area?

Differences between law and ethics

Some of the most complex societal dilemmas arise when legality and morality move in opposite directions.

Legal, but unethical

There are many practices that remain within the bounds of law yet pose ethical dilemmas. For instance, corporations exploiting tax loopholes may stay on the right side of the law, but face criticism for shirking fairness. When companies frequently operate in “legal but morally reprehensible ways,” they can erode public trust and legitimacy long term.¹⁰

Certain marketing practices might comply with technical regulations while misleading consumers, such as presenting health claims without sufficient scientific backing.

Legislation is crafted by people, and people bring with them competing interests: political agendas, economic priorities, and the influence of powerful lobby groups. This means some laws protect vested interests more than moral ideals. 

Ethical, but illegal

Sometimes, doing the morally right thing can breach existing laws. Whistleblowers in restrictive jurisdictions often face legal consequences for exposing corruption or human rights abuses, although their actions may be widely regarded as ethically justified. 

One example is whistleblower Edward Snowden, whose disclosure of mass surveillance programs was framed as a public service by some observers, but remains criminal under U.S. law.¹¹

Civil disobedience movements also illustrate this tension. From Mahatma Gandhi’s Salt March against colonial tax laws to Martin Luther King Jr.’s leadership in the U.S. civil rights movement, acts of protest that were unlawful were also turning points toward social progress. 

Has there ever been a time in your career where the work you were being asked to do posed an ethical dilemma? How did you move forward?

Ethics vs. law in technology and AI

Technology exposes some of the biggest gaps between ethics and the law. For example, artificial intelligence is transforming industries faster than regulators can respond. 

The European Union’s AI Act imposes tiered obligations on high-risk AI systems, but is not fully applicable until 2026.¹² Meanwhile, ethical concerns around bias in algorithms, the opacity of decision-making, and privacy risks are being raised everyday.

Case study: Facial recognition

While legal in many jurisdictions, the use of facial recognition by law enforcement is criticized as unethical due to racial bias and surveillance risks. In 2020, IBM, Amazon, and Microsoft all paused or restricted sales of their facial recognition technology to police, citing ethical concerns before comprehensive legislation existed.¹³

Decision frameworks for professionals

When law and ethics are in conflict, individuals and organizations need structured ways to make sound decisions. Several frameworks are commonly used:

• Professional codes of conduct: Many industries provide explicit guidance (e.g., the American Medical Association’s Code of Medical Ethics, or the CFA Institute’s Standards of Professional Conduct in finance). These serve as anchors when law is silent or ambiguous.

• The utilitarian approach: Rooted in classical philosophy, this framework asks which decision will produce the greatest good for the greatest number. While far from perfect, it helps weigh broader social consequences, especially in public health policy or corporate sustainability.

• The rights-based approach: This perspective emphasizes respect for fundamental rights, such as privacy, dignity, and freedom of expression, regardless of outcomes. For example, respecting user privacy may limit a company’s profit opportunities, but it aligns with both ethical obligations and evolving legal standards.

Applying such frameworks strengthens both decision-making and trust. A report by LRN, an ethics and compliance education company, found that firms with strong ethics outperforms those with weaker cultures by 50%.¹⁴

The role of education and lifelong learning

New technologies, global crises, and cultural change reshape what societies expect and what regulators eventually require. Staying ahead of this curve means ongoing education, instead of just relying on intuition. Those actively studying ethical frameworks, legal developments, and cross-cultural perspectives are better equipped to handle complexity and make decisions that endure.

Online courses in business strategy, digital transformation, and leadership often integrate both ethical reasoning and legal literacy. For example, online sustainability courses cover regulatory requirements and the anticipation of emerging ethical expectations around environmental impact. Online law short courses can provide learners with a foundation in the legal and regulatory frameworks in their country or industry.

THE LONDON SCHOOL OF ECONOMICS AND POLITICAL SCIENCE (LSE)
Ethics of AI

CAMBRIDGE CISL
Communicating for Influence and Impact

Saïd Business School, University of Oxford
Oxford Executive Leadership Programme

THE LONDON SCHOOL OF ECONOMICS AND POLITICAL SCIENCE (LSE)
Public Policy Analysis

FAQs

How do ethics and law interact with each other?

Ethics and law often overlap but are not identical. Many laws originate from shared ethical principles, such as fairness or protection of life, while ethics can push beyond what the law requires. In practice, law provides enforceable rules, while ethics guide choices in areas the law does not cover. Together, they influence professional standards, corporate behavior, and societal norms.

Are ethics considered more subjective than law?

Yes. Ethics are shaped by culture, religion, philosophy, and personal values, which makes them more subjective and variable across societies. What one community sees as ethical, another may view as unethical or even corrupt.

Laws, on the other hand, are codified and enforced by recognized authorities, making them more objective within their jurisdiction. However, both ethics and law evolve as societies’ values and priorities shift.

Why is it important to understand the difference between law and ethics?

Recognizing the difference helps us traverse complex situations where legality and morality clash. A legally permissible decision may still harm trust, reputation, or stakeholders if it violates ethical standards. Conversely, ethically sound actions sometimes challenge outdated or restrictive laws. Understanding both frameworks allows individuals to act responsibly and build credibility.

The post What is the difference between ethics and law? appeared first on GetSmarter Blog.

64% of consumers believe that companies have a responsibility to solve climate and environmental issues.¹ These commitments align with broader international efforts, such as the United Nations’ Sustainable Development Goals (SDGs), which call for urgent action to create a more sustainable world.

Casting a company in a green light can be profitable: Products making ESG-related claims averaged 28% cumulative growth over a five-year period, compared to 20% for products without such claims, according to a 2023 McKinsey study.²

But what happens when sustainability claims are just for show?

Companies that try to reap the benefits of seeming sustainable without making actual change are greenwashing, or misleading consumers about environmental practices to benefit their public image.

When companies exploit consumers’ desire to make environmentally responsible choices, they challenge trust and undermine genuine sustainability efforts.

What is greenwashing?

Greenwashing, also known as green marketing or green sheen, is the act of communicating misleading or false claims to make a company appear more sustainable than they are in practice.³ 

For example, a company might tout that their clothing is “sustainably produced and shipped,” but still use synthetic fibers and non-recyclable packaging, among other unsustainable choices. In this case, there is a gap between symbolic gestures, like green logos or eco-labels, and substantive, day-to-day actions.

Companies achieve this misrepresentation through methods such as press releases about green projects or sustainability task forces, rebranding products or services, and advertising materials.

Dr. Victoria Hurth, fellow at the University of Cambridge Institute for Sustainability Leadership, says greenwashing can be deliberate or come from a place of ignorance. “In either case the idea of being ‘green’ is washed out of its meaning for those receiving the message,” Hurth explained.

Examples of greenwashing

Volkswagen’s “Clean Diesel” engine

One greenwashing example is the Volkswagen “Clean Diesel” engine scandal. VW heavily marketed new low-emissions diesel technology as more environmentally friendly than other gasoline cars.

In reality, Volkswagen was fitting their vehicles with a “defeat device” that reduced emissions during emissions tests. On the road, their engines emitted nitrogen oxide pollutants up to 50 times the legal limit in the United States.⁴ 

This led to a host of regulatory fines and several false advertising lawsuits being filed against VW, which cost the company $35 billion and resulted in millions of vehicles being recalled.⁵ Five years after the scandal, the company’s stock was still valued at 35% below its previous levels.⁶

In 2025, ten years later, courts are still ruling Volkswagen liable for the defeat devices and convicting former employees of fraud.^{7, 8}

H&M conscious clothing

Clothing brand H&M faced criticism from European watchdog organisations over its “Conscious Choice” collection – marketed using environmental scorecards and claims that products were made with more sustainable materials.

A 2022 Quartz investigation found that among the scorecards claiming an item of clothing was better for the environment, more than half were no more sustainable than comparable items made by the company and its competitors.⁹

The data for the scorecards comes from an industry-metric called the Higg Index. In a notice to H&M, the Norwegian Consumer Authority labelled the data as misleading and a breach of Norway’s marketing laws.¹⁰

That same year, H&M made commitments to the Netherlands Authority for Consumers and Markets (ACM) to adjust or remove sustainability claims from their website “in order to minimise the risk of misleading practices involving sustainability claims.”¹¹

How to spot greenwashing

It might feel easier for consumers to take sustainability claims at face value. As Hurth notes, “There is an incentive not to look beyond the surface of a green message – it can be like a silent agreement that buyer and seller have to enable actions they would otherwise feel bad about.”

Exercising due diligence can help shoppers spot deception and make an informed choice. Consumers can look out for vague terms and explore the company’s mission and supply chain to find out more information. There are also certifications from trusted organisations that can help verify a company or product’s sustainability.¹²

Why should companies care about greenwashing?

As the demand for green practices increases, many companies might opt for the easy way out by using greenwashing to appear environmentally responsible. However, appearances will only get businesses so far. Governments, regulators, and stock markets are pushing forward mandatory disclosures on environmental impact.

When companies engage in greenwashing, the consequences extend beyond the PR department:

• Erodes trust: When consumers realise they’ve been misled, their trust in the company can decline. 54% of consumers say that they would stop buying from a company if they were found to have been misleading in their sustainability claims, according to KPMG research.¹³

• Legal and financial liabilities: When companies deceive consumers with false or misleading claims, they open themselves up to regulatory punishment. Fines for breaking consumer protection laws and even criminal sentencing for fraud are potential outcomes for companies.

• Undermines genuine ESG efforts: Without clear and substantiated claims, the validity of other sustainability efforts can also diminish in the eyes of consumers. For example, 76% of consumers express skepticism about “green” labels on products.¹⁴ False claims water down the validity of genuine ones.

How to avoid greenwashing at your company

2 out of 3 consumers doubt that companies are genuinely committed to sustainability.¹⁵ How can you help change that in your own organisation?

• Use clear, specific language. Use precise language when making environmental claims and set realistic goals for future progress.

• Act first, share later. Prioritise progress over marketing those ambitions to customers. When companies make progress towards meaningful ESG goals, the PR can be more specific, data-driven, and confident.

• Track goals publicly. Commit to keeping your customers updated on your progress over time. One example is Microsoft’s Environmental Sustainability Report — detailed transparency can boost trust in your organisation.¹⁶

“As executives and citizens, we all have a role to play in directing, overseeing and accounting for investment that works for the challenges we face in reality,” Hurth said.

Professionals of all levels – not only those in leadership positions – need to take on the challenge of driving meaningful, sustainable change. To achieve this, workers can upskill with online sustainability courses.

The Business Sustainability Management online short course from the University of Cambridge Institute for Sustainability Leadership is geared towards working professionals who want to strengthen corporate social responsibility efforts and implement sustainability in their organisation. Over eight weeks, you’ll learn to develop and motivate an action plan for sustainable business practices and consider corporate sustainability in your organisation – affecting real change, not just greenwashing.

Deepen your knowledge of organisational sustainability with an online course.

CAMBRIDGE CISL
Business Sustainability Management online short course

FAQs

What is greenwashing in simple terms?

Greenwashing is when companies, either intentionally or unintentionally, make misleading or false marketing claims about their sustainability efforts or the environmental impact of a product.

Is greenwashing illegal?

Greenwashing tends to fall under consumer protection laws around unfair or deceptive marketing, which vary by country. For example, in the U.K., the Competition and Markets Authority oversees the “Green Claims Code” — guidelines that help businesses meet legal obligations when making environmental claims.¹⁷ In the United States, the Federal Trade Commission (FTC) has a similar perspective, called “Green Guides.”¹⁸

What is an example of greenwashing?

One example of greenwashing is when companies advertise a product as “100% natural” or “made from eco-friendly materials” without providing specific details or evidence that support these claims.

Why is greenwashing bad?

When companies engage in greenwashing, they can damage their reputation and relationship with customers, experience legal and financial punishments for breaking consumer protection laws, and undermine genuine sustainability efforts around the world.

The post Greenwashing: How to spot and stop false sustainability claims at your organisation appeared first on GetSmarter Blog.

Here are some frequently asked questions that past GetSmarter students have had about their certificates:

What does the certificate say?

As certificates are issued per university or industry partner, there’s no standard wording across the board. If you want to know what your specific certificate says, you can ask your Success Manager, who will provide feedback based on the course in question.

How will earning this certificate benefit my career?

The certificate you earn upon completion of a course is approved by the university or institution that presented the course and recognises the skills and key competencies you have developed. You can add this recognition to your LinkedIn profile or professional CV and it will act as further proof of your skills and knowledge to current and future employers.

How soon after completing the course does one receive a certificate?

You will receive your certificate 4-6 weeks after the course you completed closes.

*Due to additional administrative requirements, at times UCT digital certificate issuance may be delayed by several weeks/months.

Are your certificates internationally recognised?

The courses presented by the various national and international universities and industry partners in collaboration with GetSmarter are approved by those partners and certificates are industry recognised.

Will there be any ceremony to hand over the certificate to the students?

As the course is presented online with no residential component, there is no ceremony for the awarding of certificates. If you successfully complete your course as per the stipulated requirements, you will be awarded your digital certificate.

Will the certificate grant alumni status from the institution?

This is dependent on the university or industry partner the course is presented by.

Are your courses NQF rated?

The online short courses offered by GetSmarter in collaboration with top-tier universities and industry partners, result in a certificate of completion issued by the universities. In line with the regulations of the CHE (Council on Higher Education) the short courses are not aligned to, or allocated NQF levels or credits as the short courses do not lead to full qualifications.The NQF system is important from an articulation standpoint (moving from one qualification to another). The short courses are designed to offer practical, career-critical skills and not as a vehicle for articulation into qualifications.

Read related FAQ content:

Got any more questions and would like to contact GetSmarter directly?

Call us on +27 21 447 7565.

Course queries: admissions@getsmarter.com

Finance queries: billing@getsmarter.com

The post GetSmarter Certificates FAQs appeared first on GetSmarter Blog.

Being a chief operating officer (COO) is a highly influential role, often second-in-command to the CEO. The COO is typically responsible for overseeing the company’s daily operations, turning the CEO’s long-term vision into actionable, efficient reality.

Given the strategic nature of the position, there are many legitimate paths to the C-suite. Success hinges less on following a rigid checklist and more on gaining the right blend of experience, educational depth, and proven executive capabilities.

What does a chief operating officer do?

The COO is the chief execution executive of a company, translating the high-level business strategy into operational excellence. This executive’s responsibilities are inherently fluid, changing based on the size of the organization, the industry, and the CEO’s style.

The COO’s job is to manage the resources, personnel, and logistics of the organization to ensure all business functions run efficiently and effectively. This often involves:¹

• Collaborating with the CEO to drive organizational vision and hiring
• Translating business strategy into actionable steps and implementing organization-wide processes
• Supervising daily operations to drive productivity and cost-effectiveness
• Overseeing financial management efforts like budgeting, cost management, and resource allocation
• Driving change management, and guiding the organization through transitions

In some larger organizations, the COO position is strategically used as a training and testing ground for the next CEO. However, the role is always a pivotal one, requiring extensive experience, critical thinking, and a sharp focus on continuous improvement.

Education to become a COO

There is no single required degree to become a chief operating officer, but a solid educational foundation is a consistent prerequisite. Many COOs hold degrees in business-related fields, which suggests that what matters most is acquiring a deep understanding of business administration, management, and strategic thinking.²

Undergraduate degrees for chief operating officers

A bachelor’s degree in a field like business administration or management can provide foundational knowledge in key areas like finance, marketing, strategic planning, and project management.

For those with an early interest, a major in a field like operations management can offer a specialized base in process optimization, resource management, and supply chain logistics, which are core to the COO role.

Graduate degrees for chief operating officers

Many COOs pursue an advanced degree to deepen their knowledge, which often contributes to the strategic mindset needed at the executive level.

• Master of Business Administration (MBA): An MBA provides a broad, analytical toolkit covering finance, data analysis, strategy, and leadership. This breadth is especially valuable because a COO must oversee various departments, from human resources to manufacturing.

• Specialized master’s degrees: Programs in finance or computer science can also set a strong foundation, but offer a more focused speciality.
  • A finance background equips a leader with the knowledge to make strategic financial decisions, understand cash flow, and manage cost and risk.
  • A technical degree may be beneficial in a tech-focused or manufacturing industry, offering deep expertise in the intricacies of that sector and positioning the executive to leverage technologies.

The decision often comes down to the individual’s existing career background and the type of company they aspire to lead. A specialized master’s may build on an existing strength, while an MBA often rounds out a professional’s expertise to prepare them for an organization-wide leadership role.

The best educational route is the one that complements your existing career trajectory and builds the skills needed for the specific type of organization you aim to lead.

Upgrading your skills to become a chief operating officer

The COO role demands a powerful hybrid of analytical competency and interpersonal leadership. Some examples of important skills include:³

• Strategic planning and thinking
• Data analysis
• Financial knowledge
• Project management expertise
• People management experience
• Problem solving and resilience

Online operations courses and online leadership courses can be one way to earn some of these skills on your own terms and timeline.

COO certifications

While there is no mandatory professional certification to hold the title, executive education programs and specialized credentials can signal a high level of expertise and commitment to executive operational leadership.

CAMBRIDGE CISL
Business Sustainability Management online short course

In an era where climate change, resource scarcity, and inequality are no longer fringe issues but central business concerns, the role of a COO must evolve to encompass sustainability. The Business Sustainability Management online short course offers the strategic and operational blueprint to highlight this fit and prepare for the C-suite.

CAMBRIDGE CISL
Communicating for Influence and Impact

COOs are translators, responsible for taking the C-suite’s strategy and articulating it into measurable, actionable steps across the entire organization. The Communicating for Influence and Impact online short course can help you become a master at this kind of strategic messaging.

THE LONDON SCHOOL OF ECONOMICS AND POLITICAL SCIENCE (LSE)
MBA Essentials online certificate course

A COO’s success rests on their ability to expertly manage strategy, finance, and people — the three pillars the MBA Essentials course dissects. Learn evidence-based approaches to using financial statements as diagnostic tools, managing the supply chain, and fostering a people-first work environment.

For COOs whose role is heavily focused on a specific operational domain, technical certifications can demonstrate a commitment to industry-recognized standards and expertise.

• Certified Supply Chain Professional (CSCP): Offered by the Association for Supply Chain Management (ASCM), this is a globally recognized credential for professionals managing end-to-end supply chain activities.⁴
• Six Sigma Green Belt or Black Belt: These credentials certify expertise in the Six Sigma methodology, which focuses on data-driven, problem-solving techniques to minimize defects and optimize business processes.⁵
• Program Management Professional (PgMP): Offered by the Project Management Institute (PMI), this certification is aimed at professionals who manage multiple, coordinated projects (a program) to achieve strategic objectives.⁶

A progressive career trajectory

The career path to COO is defined by a consistent, progressive accumulation of experience and a verifiable track record in operational and strategic leadership. Most successful COOs spend years rising through the ranks, demonstrating exceptional results at every management level, or are recruited for their deep history of operational excellence.

COOs come from diverse functional backgrounds, which only underscores the fluidity of the role:

• A traditional operations background provides a foundational understanding of process optimization and efficiency.
• A background in finance equips a leader with the crucial financial oversight and risk management skills needed for strategic decisions.
• A background in human resources provides deep expertise in organizational culture, talent management, and conflict resolution.

Seek out roles that provide cross-functional exposure and challenging, high-visibility projects. By consistently focusing on optimizing processes, driving execution, and cultivating the requisite leadership skills, you can strategically position yourself for this demanding executive role.

The post How to become a chief operating officer appeared first on GetSmarter Blog.

The consumer journey is no longer a straight line; it’s a dynamic path across countless screens and platforms. For marketers, this presents both a challenge and an opportunity. How do you avoid fragmenting your message across all the digital channels? Companies need skilled professionals who can respond to changing consumer patterns and are equipped to ensure optimal ROI) for marketing spend.

Sinan Aral, David Austin Professor of Management at the MIT Sloan School of Management, explains how digital marketing channels can be integrated to provide a holistic consumer experience with higher click-through rates, conversion rates, and ROI.

What is integrated digital marketing?

Integrated digital marketing is a strategic approach that involves implementing, evaluating, and optimizing marketing initiatives across all channels within a digital marketing mix. This method aims to maximize audience reach and effectiveness, ultimately optimizing return on investment.¹

Companies can balance real-time investments with this strategy, reallocating marketing dollars off underperforming channels and onto overperforming ones immediately. In a siloed campaign, the spend has nowhere else to go.

Integrated marketing provides a holistic, seamless experience for the customer. Whether they interact with the brand on Instagram, through a Google search, or via an email newsletter, the messaging and look should be consistent. 

Every interaction reinforces the other and together, these channels become greater than the sum of their parts. 

MIT Sloan School of Management
Digital Business Strategy: Harnessing Our Digital Future

FAQs

How is integrated digital marketing different from IMC?

Integrated digital marketing is a subset of integrated marketing communications (IMC), which involves aligning on all communication channels for a single message. This includes digital channels, like social media and video platforms, and traditional media such as print and event marketing.²

Is a digital marketing course worth it?

A digital marketing course can be worthwhile for marketing professionals, whether they are new to the field or have experience already, that want to harness the potential of their online audiences. Students can build on their foundational knowledge of digital marketing and explore topics like search engine optimization, website design, and social media marketing.

Is marketing mix still relevant today?

A marketing mix is the set of focus areas for a comprehensive marketing plan, sometimes called the four Ps: product, price, placement, and promotion. Instead of focusing on a single message, an effective marketing strategy balances addressing all four. How do integrated marketing play a role in the marketing mix? An integrated marketing campaign coordinates these messages across all channels.³

What is an example of integrated digital marketing?

One example of an integrated digital marketing campaign is coordinating web and mobile advertising, as opposed to web or mobile-only. This multi-touchpoint experience for users can improve click-through rates.

Transcript

Consumers live, work, and play across multiple channels and across multiple devices. So to communicate with them effectively, marketers must employ all of the different marketing channels in concert to go where the consumers are and to provide a seamless experience that fits into their lives.

Integrated digital marketing is a strategy designed to implement, assess, and optimize marketing efforts across all of the channels in a digital marketing mix. Integrated digital marketing allows you to reach the largest audience possible in the most effective manner possible in a way that optimizes return on investment.

The benefits of integrated digital marketing come from two sources. The first is balancing investments in real time. And the second is harnessing complementarities across channels. 

Balancing allows you to measure the effectiveness of ad dollars spent across all different channels, and to adjust the investments and the real-time spend across those channels based on how they’re performing.

If one channel is underperforming while another is performing better than expected, ad dollars can be reallocated from the underperforming channel to the overperforming channel in order to optimize return on the marketing dollar. This cuts wasteful ad dollars, while putting marketing investments to work on channels and campaigns that have a solid return.

The marketing channels don’t work in isolation, but rather as a unit guiding communication with consumers in a holistic manner with a 360-degree view of their needs, concerns, interests, and affinities. The use of one channel can integrate with and improve the functioning, and thus the returns, to another channel.

Let me give you some examples of this type of integration. Take, for instance, the interaction between display advertising and search advertising. How does display advertising affect the effectiveness of search advertising, and vice versa? Nearly a fifth of all search conversions have seen a digital display ad.

And experiments show that users exposed to a display ad conduct five to 25 percent more campaign-relevant searches. Display ads also increase search conversion and search clicks, which also increase search ad costs. A dollar invested in search and display together returns a dollar 24 for display and a dollar 75 for search.

This has been shown in experiments that have been randomized, so the causal relationships have been shown to be true. In addition to channels, cross media ad exposures can increase clicks and conversions. Take, for instance, online display ads and mobile display ads. Experiments have shown that for web click-through rates, web-only versus web and mobile advertising shows a clear advantage to the integration of web and mobile advertising together, garnering a 34 percent higher click-through rate on web channels. In addition, on mobile channels, the web and mobile advertising combination outperforms the mobile-only combination by 23 percent in experiments on mobile ad channels for the click-through rate. The story for conversions is very similar: web and mobile ads integrated together return a 34 percent higher conversion rate in experiments compared to mobile-only advertising to the same consumer. 

Integrated digital marketing also enables the marketer to avoid substitution. For instance, experiments have shown that web and mobile ads together reduce the conversion rate on the mobile device by 16 percent, compared to mobile-only ads. Which indicates that web ads could distract from consumers trying to purchase on the mobile phone. Understanding these complex complementarities and substitution effects is an important part of integrated digital marketing, and the benefits to an integrated digital channel mix.

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In South Africa, project professionals earn a median annual salary of R940,889.¹ However, this varies widely when you consider individual aspects such as years of experience, certifications, exact position, and even team or project size.

Note: All currencies have been converted from USD to ZAR using the exchange rate as of October 9, 2025 (1 USD to 17.21 ZAR).

How does experience affect project manager salary?

Like with most careers, time in the project management profession often increases your earning potential. There is a 169% increase in average salary between professionals with the lowest level of experience and the highest in South Africa.

In comparison, professionals with more than 20 years of experience in the United States earn 88% more than those with fewer than three years of experience. And in the United Kingdom, there is a 119% increase in salary between the two groups.

Median annual salary by years of experience in project management, South Africa²

How does PMP certification affect project manager salary?

The Project Management Professional (PMP) certification validates candidates’ skills in managing the people, processes, and business priorities of professional projects. It is intended for people with about 3–5 years of professional project management experience. Applicants must meet the minimum requirements and pass a 180 question exam.³

The PMP certification is administered by the Project Management Institute.

Non-PMP certification holders in South Africa earn an average annual salary of R620,989. Meanwhile, PMP-certified professionals earn R1,034,981 on average annually.⁴

This 67% increase among certification holders in South Africa is the largest regional difference in PMI’s data. For example, in the United States, PMP holders earn 44% more on average than non-PMP holders. And in the United Kingdom, there is a 25% difference between the two groups.

It’s important to note that earning a PMP certification does not guarantee project professionals will earn more money. PMI’s data indicates that PMP tenure also plays a role, which correlates directly with overall experience.

One-third of South African respondents in the PMI survey agreed that the PMP certification contributed significantly to their salary growth.⁵

How much money do specific project professional careers earn?

Within the project management field, there are a variety of careers and job titles. These positions come with different responsibilities and seniority, and different salary expectations, too.

For example, professionals with the title ‘Project Manager I’ earned the least on average when compared to other job titles in South Africa. Portfolio Managers earn the most, on average.

Among South African respondents, the average salary doubled from Project Manager I to Project Manager III — the largest regional increase in PMI’s survey.

Median Annual Salary by Position, South Africa⁶

Saïd Business School, University of Oxford
Oxford Leading Strategic Projects Programme

University of Cape Town (UCT)
Project Management Foundations online short course

University of Cape Town (UCT)
Advanced Project Management online short course

Rice Glasscock
Strategic Project Management online short course

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Amanda is a content manager at GetSmarter with 8 years of experience producing content on behalf of the world’s leading universities and brands.

She enjoys using her background in newsroom journalism and data science to collaborate with professors on stories that translate their expertise into compelling, helpful content for audiences. Amanda has experience writing about a variety of subject areas, from how data science and sports interact to the impact of healthcare policy on rural communities.

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Amanda has a Master of Information and Data Science from the University of California, Berkeley, where she specialized in natural language processing and data visualization. For her thesis project, she built a model to identify biased language in text and delete or replace it with neutral language.

She earned a bachelor’s degree in journalism and political science from the University of Maryland, College Park.

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And they’re some of the most positively-viewed institutions in the United States. 86% of Americans say small businesses have a positive impact on the country — a stronger approval rating than the military, churches, and schools.³

Starting your own company comes with a lot of risk, but it can also be highly rewarding. For many, it is a chance to take control of their career and the allure of being your own boss can outweigh the uncertainty.

If working nine to five isn’t suited to you, perhaps it’s time to climb your own ladder, set a pace that suits you, and make your mark on the world. If you have a bright idea or a burning interest, here are seven good reasons for starting a business today.

Seven reasons to start a business:

1. Be your own boss
2. Turn your passion into a career
3. Be a creative problem solver
4. Achieve financial independence
5. Create jobs and foster careers
6. Develop new skills
7. Leave a lasting impact

1. Be your own boss

One of the most compelling reasons to start your own business is the freedom to call the shots. When you work for yourself, you’re the one in control. This sense of ownership is a compelling motivator for many: 64% of small business owners with employees say it was a very important reason they got started.⁴

You set the vision, make key decisions, and shape your own destiny. You decide how time is spent, what kind of company culture will reflect your values, and the quality of work that should be expected. It’s a chance to build a career on your own terms, where your hard work directly benefits you and the future you’re building.

Some of the benefits of being your own boss include:

• Choose your clients and projects: You get to work on projects you’re truly passionate about and with clients who share your vision and values.
• Set your own hours: While starting a business often means long hours, it also comes with the flexibility to create a workday and schedule that suits your lifestyle.
• Build the team you want: You can hire people who share your vision and values, creating a positive and productive work environment.

2. Turn your passion into a career

For many entrepreneurs, starting a business is an opportunity to transform a hobby or deep expertise into a viable career. Without the boundaries of someone else’s vision, you can build a business tailored to you and your interests.

• Jing Gao originally moved back to China for a tech job and soon, she was reconnecting with her family and her heritage through food. That passion took her from a culinary blog, to opening up a restaurant in Shanghai, and finally founding Fly By Jing, a modern Asian food brand.⁵

• In college, Melanie Perkins tutored graphic design students and watched them spend entire semesters navigating a steep learning curve. She envisioned a better platform that was online and accessible. Perkins started small, creating a tool specifically for designing yearbooks that grew into something more. Today, Canva is used by more than 125 million people.⁶

• Alli Webb was a professional hairstylist who needed a side hustle in 2009. Her mobile blowout business, Straight At Home, offered in-home salon styling for half the price. She eventually established a brick and mortar location (and has more than 160 locations as of 2023).⁷

3. Be a creative problem solver

Traditional jobs can come with strict rules, a rigid hierarchy, and a set way of doing things. But as an entrepreneur, you are the chief creative officer. You have the freedom to think outside the box and turn your ideas into reality. From finding innovative ways to solve problems to crafting a brand identity unique to you and your goals, there is creativity in every aspect of running your own business.

• Design your business from scratch: From the logo and website to the customer experience, you get to build a brand that is a unique expression of your vision.
• Solve problems your way: You can develop new solutions to market needs without following a corporate playbook.
• Experiment with new ideas: You have the freedom to test new products, services, or marketing strategies and pivot quickly based on the results.

4. Achieve financial independence

Building a stable, profitable business isn’t easy. Fewer than half of new employer establishments survived at least five years between 1994 and 2020.⁸ It’s why passion and planning are crucial to success. For the business owners that persevere, the financial rewards can be life-altering.

• No cap on your income: Your potential to earn is directly tied to the success of your business, not a fixed annual salary.
• Build an asset: Unlike a job, a successful business is a tangible asset that can be sold for a significant payout, providing long-term financial security.
• Create generational wealth: The money you earn and the asset you build can be a foundation for your family’s financial future.

5. Create jobs and foster careers

Small businesses drive the majority of job growth in the United States; they are responsible for two out of every three jobs created in the last 25 years.⁹ In South Africa, small, medium, and micro enterprises (SMMEs) account for 60% of all jobs.¹⁰ As your business grows, you have the opportunity to create jobs, hire talented individuals, and provide them with a supportive environment to grow their own careers.

This allows you to have a positive impact on your community by stimulating the local economy and giving others a chance to grow professionally.

• Help your community thrive: Your business can create new jobs and contribute to the economic health of your town or city.
• Provide a great place to work: You can build a company culture that is positive, supportive, and truly values its employees.
• Be a mentor: You have the chance to guide and develop the next generation of professionals.

6. Develop new skills

If you think you possess a range of key talents, entrepreneurship presents a way to utilize these skills to their full potential.

As an entrepreneur, you’ll fill many roles in your business, especially when starting out, which is why you can’t be afraid of doing the dirty work. Many days you’ll find yourself in the position of anything from leader and marketer to therapist and receptionist.

Essential entrepreneurial skills include the following:¹¹

• Business management skills, which include multitasking, delegating, and making decisions about your company’s health and profitability
• Teamwork and leadership skills are essential — in a small business, you’ll likely be supervisor and team member
• Customer service skills will help you connect with your customer base and establish opening partnerships
• Financial skills are needed to ensure you understand and control the money side of your business
• Strategic thinking and planning skills are necessary to stay competitive, reach your business goals, and grow your market reach
• Branding, marketing, and networking skills will be deployed to promote and grow your brand until you can hire someone to take this over

7. Leave a lasting impact

Whether you are solving a pressing problem, creating a product that improves lives, or building a company culture that serves as a model for others, your work can have a ripple effect. This impact can extend to your employees, your community, and even your industry, making entrepreneurship a direct path to leaving a meaningful and lasting mark on the world.

• Support causes you believe in: Beyond your core business, you can use your company’s success to make a difference by donating a portion of your profits to social causes, or by creating partnerships with non-profits.
• Create social good: You can build a business that is centered around a mission you care about, such as creating sustainable products or providing services to underserved communities.

Develop your strategic expertise with online business management courses, offered on GetSmarter in collaboration with the world’s leading universities.

If you want to challenge yourself and grow your entrepreneurial skills, consider joining the Oxford Entrepreneurship: Venture Creation Programme from Saïd Business School, University of Oxford. This six-week programme offers practical guidance, from identifying a market opportunity and developing a business model to learning how to launch and pitch your venture.

Saïd Business School, University of Oxford
Oxford Entrepreneurship: Venture Creation Programme

Similarly, the University of Cape Town (UCT) offers the Foundations of Business Management online short course. This eight-week course helps students to gain leadership, marketing, finance, market-research, and competitive-analysis skills.

University of Cape Town (UCT)
Foundations of Business Management online short course

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