Link Sustainability to Corporate Branding

From Environmental Leader

Walmart Corporate

Image source: Walmart Corporate/Flickr - cc license

The bulk of companies that invest in sustainability communications are unable to drive revenue growth or reap any business benefits from their efforts because they fail integrate them into the corporate brand, according to a report from independent analyst firm Verdantix.

Rethinking Sustainability: Brand Risks and Opportunities is based on an analysis of how 80 firms link sustainability with corporate branding. Verdantix identifies five communications strategies companies typically take: purists, explorers, advocates, reactionists and nothingists. The majority of firms are categorized as advocates, a strategy where companies actively communicate on sustainability issues, but keep these separate from the corporate brand and push them out to a limited audience. Advocates target their communications to employees and sustainability opinion leaders and use the company’s sustainability report as a central tool.

Despite pressure to do more, Verdantix found spending for sustainability communications is typically flat.

Continue to source article at Environmental Leader.