My 2010 Prediction: Sustainability Communication Will Vastly Improve - A blog Andrea Learned

 A few years ago, the trend predictions were that consumers and businesses would start to go “green.” How true it was! Today, “green” has morphed into “sustainability,” and that concept is by no means a short term trend, but a much longer termmovement.  Because of that, many brands (but still not enough) are now 1) starting to integrate sustainability into all their practices and processes, and/or 2) starting to mention their sustainable ways more in their marketing, communications and consumer education efforts.  So, as 2010 begins, I predict that communication about corporate sustainability steps and new practices will vastly improve – because they HAVE to.  Today’s more environmentally and socially aware consumer is looking for evidence of, and hoping to connect on, shared values with today’s brands.

“Yeah, yeah..” you say, “I get it, already, and my brand will get there eventually.”  But, here’s the twist that should motivate a hesitant brand to take the communication of sustainability more seriously right now: women’s ways of buying are a sustainable consumer’s way of buying.  That said, learning to communicate the great stuff your brand is up to on that front should not be a whole new adventure.  Instead, remember to add things to your 2010 marketing to-do list:

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