Although companies are adopting sustainability in record numbers, there can sometimes be a disconnect between these efforts and the perception of the general public. When corporate sustainability was first introduced it was a low priority issue that focused mostly on reporting, however it is now influencing core strategies and transforming businesses around the world. Companies recognize that a proactive stance on sustainability is becoming a competitive necessity in attracting investors, employment talent and supply chain partners, as well as customers. Because of this, those responsible for creating and maintaining brand relevance need to pay close attention to their company’s sustainability practices. However, engaging is sustainability is only part of a successful strategy, corporate communicators must reconcile operational practices and brand communications.
