Managing Your Business Sustainability Message
Global eco awareness over the last decade has been on a steady incline. Corporate and small business sustainability action indicates more companies are beginning to recognize sustainability risks and opportunities in addressing environmental and social concerns. However, even the most action-oriented organizations face reputation risks when marketing claims exceed sustainable action.Today’s consumers are becoming more educated, and many companies are realizing there is a diminishing return in simple ‘green’ marketing. The dramatic increase in global eco awareness has resulted in a significant shift in ‘green’ consumer expectations. To manage one’s sustainability reputation in today’s social media environment, leading business sustainability minded organizations realize that actions speak louder than words. A strong reputation is a critical component of every business, but it is especially important in driving consumer eco awareness of a specific product or service. To build business and product reputation, a company should be able to demonstrate what they say they value. In this light, a recent lesson learned by many organizations is the over-statement of company sustainability intentions and actions. Our professional consulting believes a “keep it simple” approach can prove to be the most effective.