28 Feb '13, 4pm

When does talking about sustainability become too risky?

When does talking about sustainability become too risky?

When does talking about sustainability become too risky? By Nayelli Gonzalez Published February 28, 2013 Email | Print | Single Page View Tags: Corporate Strategy , Marketing & Communication , More... Corporate Strategy , Marketing & Communication , Social Responsibility In recent weeks, McDonald's, Coca-Cola and Clorox's Green Works have been the targets of sometimes scathing criticism for launching sustainability-related campaigns. These campaigns have been described by some as "breathtakingly dumb ," "ridiculous " and "not so sustainable ." While each campaign is different, all three strive to engage consumers around some of sustainability's hottest issues: transparency, ingredients and behavior change. The more I dig into the critics' digs, the more it becomes apparent that businesses can't always please everyone. Taking a risk in the right direction, however, is bette...

Full article: http://www.greenbiz.com/blog/2013/02/28/when-talking-sust...

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