“Sustainability doesn’t mean anything real to consumers. Too often, it brings to mind technical issues or seemingly insurmountable environmental challenges.” So, what can be done to change how consumers respond to the ‘S’ word?
Consumers are speaking out everyday but we don’t want to see it. Then we say the consumer doesn't want to change. If we can tap into the enormous movements, we can create change much faster. That’s the job of the modern day marketers.
Until a better system becomes clear, we will be stuck with our current dysfunction system of commerce.
Is the PR industry helping or hindering the authentic communication of sustainability?
Vision is essential but on its own it's next to useless, unless there is also the cohesion and collaboration to deliver it.
The FTC is finally putting their foot down (both of them) about the term ‘green’, along with such related “generalized environmental claims” as ‘eco-friendly’ and ‘Earth smart’.
Successfully telling the corporate citizenship story using social media is far more complicated than simply having a proper strategy in place.