Interesantísimo artículo sobre la comunicación de sostenibilidad por parte de las marcas.

Emotion is currency: A Five-Point Plan for Effective sustainability communications

"To make sustainability communications work for brands we need to break away from the segmentation mindset. We need to ditch the assumption that there is a distinct group waiting for green messages and a larger mass who are uninterested. Instead we need to think about what both groups have in common. Sustainability communications will only deliver value to the brand if they are based on brand strategy and integrated with mainstream communication activity."