10 Aug '12, 3pm

Right hand meets left: How to align your message and avoid risk: The way a company communicates its sustainabili...

Right hand meets left: How to align your message and avoid risk: The way a company communicates its sustainabili...

Right hand meets left: How to align your message, avoid risk By Amanda Carufel Published August 10, 2012 Email | Print | Single Page View Tags: Marketing & Communication Organic. Natural. Eco-friendly. Fair trade. Locally grown. Facing a deluge of green messages, today’s consumer is at worst cynical and hyperaware at best. Consumers have awoken to the trend of corporate greenwashing and are quick to catch on to inconsistencies in sustainability messaging. Companies such schizophrenic messaging put their reputations at risk. Iin today’s marketplace, reputational risk quickly transforms into business risk. If you think all of the sustainability messages your company is sending come from your marketing department, think again. Other parts of your business are likely also sending messages to the marketplace on sustainability, perhaps without even being aware of it. This chorus...

Full article: http://www.greenbiz.com/blog/2012/08/10/align-message-avo...

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