Contributed by Mohammed Senin of Clownfish Marketing According to the latest research from the Carbon Trust, consumers are more likely to buy products and services from a business they think...

Sustainability initiatives are often driven from the most senior levels of organisations. It has become the vogue for large companies to boast positions such as ‘Chief Ethics Officer’ or ‘Director in Charge of the Environment’ to bolster their claims to good governance. This is nothing more than window dressing unless the ethics and values of sustainability and social responsibility are embedded throughout the organisation and the brand that it brings to market.

For example, the performance and remuneration of individual staff is often assessed against “key performance indicators” that have little to do with values or sustainability. Few are the companies that reward their staff for reducing their carbon footprint or developing socially beneficial products.

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