The company’s sustainable sourcing story, in its totality, is an example of what I call the three Vs of effective sustainability communications: Value; Viewpoint; and Vehicle.
To create trust, the conversation must extend beyond consumers to all relevant stakeholders, including employees or recruits, investors and environmental groups. The messaging for these other audiences might include different vehicles (such as a formal sustainability report), but the company’s underlying sustainability viewpoint should be apparent throughout.
Above all, in every communication vehicle, be open (buzz word “transparent”) and tell all of the facts, including the unknowns. Telling an incomplete story or an ambiguous story only breeds confusion and mistrust, leaving openings for competitors, activists and investigative media to fill in and clarify the gaps.
Source: Green Biz