Turning Sustainability Into a Shared Strategy
INDUSTRY:
Sustainable Paper‑Based Packaging Solutions
SERVICES PROVIDED:
• Sustainability Strategy
• Sales Enablement
• Internal Communications
• Content Development
• Change Management
Challenge
With over 100,000 employees in 40 countries, Smurfit Westrock leads the world in sustainable paper-based packaging. But to stay ahead — and help global brands meet their ESG goals — the company needed to modernize how its commercial teams talked about sustainability as a business driver.
Its existing Sales Resource Center was falling short: content was outdated, disorganized, and inconsistent, making it hard for reps to communicate Smurfit Westrock’s value or credibility in the sustainability space.
The company needed a single, user-friendly platform where sales teams could access accurate, on-brand sustainability content — backed by clear governance and built for business impact.
Solutions
Game 7 collaborated with Smurfit Westrock to transform the underused SRC into a high-impact, sales-enablement platform: the Sustainability Hub.
We led a cross-functional working team across Sustainability, Sales Training, Marketing, Internal Comms, IT, and UX to ensure the Hub would meet internal needs and support business goals. Key actions included:
- Defined the Hub’s strategic purpose, user goals, and content roadmap
- Organized resources into intuitive, high-relevance sections
- Designed a user-friendly interface with simplified navigation
- Established governance and version control to keep content accurate and aligned
- Launched with momentum through teaser campaigns, kickoff video, internal ambassadors, FAQs, and a chatbot naming contest
Results
The launch of the Sustainability Hub quickly transformed how sales teams accessed and used sustainability content:
- 87% of users rated the Hub useful or extremely useful
- 89% found navigation easy or very easy
- 97% said it clearly conveyed Smurfit Westrock’s sustainability value
- Zero technical issues post-launch
- In the first 3 weeks: 454 unique visitors, 893 page views, and nearly 1,000 user actions — with top activity aligned to key sustainability themes
Today, the Sustainability Hub functions as a cornerstone of Smurfit Westrock’s go‑to‑market strategy, empowering sales teams to champion sustainability, deliver customer value, and reinforce the company’s position as a global sustainability leader.
THE WINNING INSIGHT
By centralizing sustainability resources into a single, easy‑to‑use, governed platform, Game 7 helped Smurfit Westrock elevate internal alignment and external storytelling. The Hub has already enhanced sales confidence, clarified messaging, and contributed to stronger customer engagement — proving that well‑designed internal tools can drive tangible business value.
“Game 7 helped us not only build the Sustainability Hub, but design it for long-term success. They helped reposition the Sales Resource Center as a true destination, added clear governance structures, and brought a sustainability lens to every layer of planning and execution.”
“Game 7 came up with creative, thoughtful ways to market the Sustainability Hub internally — from naming contests to teaser campaigns — all designed to engage our sales teams and help them stay current on the resources they need to support our customers.”