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As businesses and brands compete ever harder on sustainability, being joined-up and convincing in what they say and do about it has never mattered more. But setting out a consistent story for investors, regulators, staff, consumers, stakeholders or competitors is not easy. Differentiated brand and corporate stories, different market places, and different time frames seem to require such different responses that a simple core story can quickly fragment. As social media lay the inconsistencies bare for all to see, companies can end up leaving the impression they don’t have much conviction about what’s really important.