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If it’s not “green”, what is “sustainability communications”?
Glad you asked. Sustainability communications is different than its precursors: “green marketing”, corporate social responsibility, corporate philanthropy and cause marketing. It borrows and builds on...
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Principles of Sustainability Communications
A new concept like sustainability communications needs guideposts to direct the journey from outmoded green marketing or social responsiblity reporting. Here are five principles that point in the right...
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Strategy — or random acts of sustainability?
Is yours one of the companies that proudly proclaims your responsibility by citing a wide range of energy and waste reduction initiatives? Good for you. Here are a few questions to ask your company to...
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Why most CSR reports fail, Part 1: Leadership
CSR reports are often criticized as glossy PR efforts or obtuse, jargon-filled documents that only an insider can decipher. But these general criticims, however valid, aren’t helpful to companies...
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Why most CSR reports fail, Part 2: Message Strategy
A credible, effective CSR report needs to start with a strategy that demonstrates a serious commitment on the part of the company. Unlike a typical marketing or PR communications initiative, the words...
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Why most CSR reports fail, Part 3: Tone of Voice
The CSR reports of the past often took a positive, upbeat tone. An annual printed report with limited distribution was a one-way vehicle for the company to promote its actions with little ability for...
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The Apparel Index — are clothes like cosmetics?
The Sustainable Apparel Coalition’s announcement of a database of information about the environmental impacts of the manufacturers, products and components in clothing will be a great boon to...
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Beyond Simple Payback for Sustainability
Beyond the simple payback on projects like energy or materials efficiency, there is an emerging body of evidence that sustainability pays in 3 big ways: shareholder value, brand value, and margin...
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Why most CSR reports fail, Part 4: Accessibility
Having a great strategy, clear accomplishments, great data and good dialogue are important. But in these multi-media, multi-platform days, that alone is not enough. As sustainability migrates from...
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New Event: MA Technology Leadership Panel on Communicating Sustainability
I’m excited to announce that I’ll be moderating a panel on December 6, 2011 for the Massachusetts Technology Leadership Council titled: “Sustainability: Don’t Market to Key Audiences, Motivate Them!”...
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