Building Sustainable Brands: Do Third-Party Certifications Strengthen Your Story?

Sustainability has, thus far, proved to be more than a fleeting trend. Sure, documentaries like "Inconvenient Truth" and Hollywood's various "green" pet projects have given it a drawn out moment in the spotlight, but its longevity suggests that people aren't going to lose interest anytime soon. Businesses have acted accordingly, stepping up their CSR, corporate citizenship and sustainability efforts, and communicating said efforts aggressively. But just as loud as the conversation of sustainability is that of greenwashing, or the act of advertising positive environmental efforts while practicing the exact opposite. Communications professionals, then, have a two-pronged challenge: communicating the company's healthy initiatives and, more important, proving their validity to the marketplace.

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