It’s not just about facts and numbers, but having a way for people to interpret them and know that there’s something they can do.
Big brands might be able to afford more advertising, but the most powerful advertising can’t be bought at all – it has to be grown.
According to Bob Willard, "There are too many indicators in play. We need to get our act together and identify a critical subset of indicators that are material to important stakeholders, including the environment, society, and shareholders."
More and more consumers are making it clear that they want to do business with companies that they can trust. Increasing consumer trust increases top line sales. But maintaining consumer trust requires honest business practices and open lines of communication.