Global eco awareness over the last decade has been on a steady incline.
Corporate and small business sustainability action indicates more
companies are beginning to recognize sustainability risks and
opportunities in addressing environmental and social concerns.
However, even the most action-oriented organizations face reputation risks when marketing claims exceed sustainable action.
Today’s consumers are becoming more educated, and many companies are realizing there is a diminishing return in simple ‘green’ marketing.
The dramatic increase in global eco awareness has resulted in a
significant shift in ‘green’ consumer expectations. To manage one’s
sustainability reputation in today’s social media environment, leading
business sustainability minded organizations realize that actions speak
louder than words.
A strong reputation is a critical component of every business, but it
is especially important in driving consumer eco awareness of a specific
product or service. To build business and product reputation, a
company should be able to demonstrate what they say they value. In
this light, a recent lesson learned by many organizations is the
over-statement of company sustainability intentions and actions. Our
professional consulting believes a “keep it simple” approach can prove
to be the most effective.