Friday, 27 October 2017
How Companies Are Crossing the Chasm to Mainstream Sustainability
October 27, 2017
Recently, FSC-US Chief Marketing Officer Chris McLaren had a column in Sustainable Brands, which encouraged companies to educate consumers about their sustainability work.
The article notes:
“Consumers increasingly want to buy from brands that are environmentally responsible - and many forward-thinking companies have responded by embracing sustainability. However, there remains a disconnect between sustainability pursuits and the extent to which companies share their journey with consumers.”
Citing important work by Kimberly-Clark and McDonald’s, McLaren argues “the key to maximizing impact is to pair the FSC label with content that explains its significance, and ideally, its context in a brand’s overall sustainability story.”
Read the whole column.