“One of our biggest opportunities – for the future of our business and of the world – is to become a more sustainable company.”
Lee Scott, President & Chief Executive Officer, Wal-Mart Stores Inc, October 2007
Why is the world’s largest retailer so committed to the issue of sustainability? For Wal-Mart, and so many other leading corporations, sustainability is not just another social responsibility program; it’s fundamental to the way they do business. The company’s commitment to sustainability has also lifted almost single-handedly what had been one of the world’s most beleaguered corporate reputations.
More and more business leaders believe that companies which consider the environmental and social impact of their activities will be more profitable in the long-run. It’s called the ‘Triple Bottom Line’ of ‘People, Planet, Profits.’
At the same time, governments and citizens around the world are demanding more sustainable business practices from companies. There will be more legislation, more public pressure, more media attention on these issues as this decade draws to a close. An increasing number of the world’s biggest companies are also insisting that their suppliers adhere to strict standards on sustainability.
Communications plays a vital part in any sustainability strategy.
If you don’t communicate internally, you won’t be able to implement the change necessary to make your organization more sustainable. And your employees are, of course, part of the very green-conscious public. They’re eager to participate in and advocate for your sustainability efforts.
If you don’t explain your strategies and activities to customers, partners, and the public, your business could lose sales to the increasing number of environmentally-conscious consumers. Or you could miss out on a major contract to supply a global firm because it doesn’t understand your sustainability policies.
In marketing, there is an opportunity to leverage more sustainable products and commitments. But it must be thoughtful and compelling, or your brand could experience a ‘greenwashing’ backlash from the media.
Cohn & Wolfe offers a global practice to help companies address these vital issues. Our experience helping companies communicate on sustainability extends across a wide field:
- launching green brands;
- helping create social and environmental initiatives;
- promoting ‘green’ technologies and consumer products; and
- raising awareness of climate change through global events.
Most importantly, every member of our team has a real passion for creating a more sustainable world, as you can see from our blog.
We believe a sustainable future requires the contribution of every organization and every individual. That’s why we’d like to talk to you.
Contact us if you are interested in:
- Measuring your current reputation on sustainability, and identifying your strengths and weaknesses.
- Bringing all of your sustainability activities together in a coherent story which makes sense to customers, partners and the public.
- Developing internal programs to harness the power of your people.
- Communications training to make your management team great ambassadors for your sustainability story.
- Creative solutions for your green marketing campaign – from the most creative and inventive PR agency on the planet.
Contact:
Annie Longsworth
Global Practice Leader, Sustainability
+1 415.365.8521
annie.longsworth@cohnwolfe.com