SUSTAINABILITY


As consumers and regulators increasingly judge firms by their perceived as well as actual sustainability practices, getting the messaging right becomes ever more important

One of the biggest lessons brands learned over the last 18 months was that the clarity, content, and consistency, of their messaging around sustainability mattered. With the disruptions brought about by COVID-19 and the global pandemic response, many firms found themselves consumed by day-to-day logistical and operational issues. As a result, communication suffered… and brands took the reputational and marketplace hits hard.

According to a survey from the Environmental Defense Fund (EDF), some 93% of CEOs believe that consumers will hold businesses accountable for sustainability. This belief is backed by behavior, as some 79% of consumers are changing t....