24 Feb '16, 11am

Why you should stop selling sustainability

Telling you not to try selling sustainability might sound strange coming from a woman who has grown a successful global business from scratch on doing just that. Sustainability communications is big business; increasingly a brand without a sustainability platform looks behind the curve. But we should be asking ourselves: Is selling sustainability actually good business? Although I’ve been working under the "sustainability communications" banner for more than a decade, in that time I’ve chosen my messages carefully. Only a few audiences, mainly business and government, have been interested in buying or deciding based purely on sustainability criteria. To everyone else I sell something much more powerful. I sell better value, more meaning and standing up for what matters. Because most of us, most of the time, aren’t looking for a lecture. Futerra has even gone one step furth...

Full article: https://www.greenbiz.com/article/why-you-should-stop-sell...

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