I spotted a Dilbert cartoon in the press the other day, where Dilbert was asking his boss if switching from Styrofoam to paper coffee cups was really better for the environment. His boss said he didn’t know but the important thing was that they looked like the kind of company who would care about those things.
Funny, cynical and often true: but I’m not against companies’ efforts at sustainability being promoted. We are talking about sustainable marketing after all. I do believe that sustainability makes good business sense – and if it confers a point of differentiation so much the better. Shout about it and others will try to follow… self-interest is a powerful driver.
The important point is to take sound sustainable actions first – then by all means communicate it.
The sustainable marketing blog 