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Going Green: 3 Pillars of Sustainability Communications


Publication Date: 2011, Summer

Source: SO02 Public Relations Strategist
Product Code: 6K-031101
Organization/Author/Firm: Ian Edwards
Specialization(s): Green Marketing Sustainability
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Summary


  • Building a sustainability culture: Sustainability consultants speak of “capacity building,” or making sustainability a corporate value versus simply a goal. They create systems to support substantive change. Contemporary best practices show that companies that succeed with sustainability have active CEOs who champion the cause.

  • Data, verification and reporting: Sustainability communications’ backbone comes from reporting against standards and frameworks, and from defending the results. By far, the Global Reporting Initiative, launched in 2000, is the go-to source for reporting. Other frameworks include the UN Global Compact, ISO 26000, the Natural Step and the new Stewardship Action Council.

  • Stakeholder engagement: Sustainability communications is about understanding and engaging the needs of key stakeholders, with consultation and meaningful two-way communication itself evidence of a sustainability commitment.


Ian Edwards is senior vice president of Sustainable Communications Consulting at Arcadia in New York. Details: www.arcadiasustainability.com


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