Ryan Partnership Market LOHAS Research Reveals Brands Leary of Engaging Consumers Around #Sustainability #SB13Con
The study was unique in providing insight into the sustainability motivations, practices and intentions of both “conventional” and “sustainable” retailers and manufacturers. It is based on in-depth interviews with 27 executives at industry leading organizations who are responsible for sustainability communication efforts.
One surprising finding of the Sustainability Communication Study was that both sustainable and conventional companies and retailers were somewhat reluctant to ‘toot their horn’ and tell their sustainability story for fear of being perceived as jumping on the green ‘bandwagon’(sustainable) or green-washing (conventional). Whether sustainable or conventional organizations, engaging employees was a key green practice and most agreed that sustainability was ultimately the ‘right thing to do’ and made good ‘economic’ and business sense – even if consumers were not yet demanding it.
Click to download a copy of the latest Market LOHAS - Ryan Partnership – Sustainable Brands Community Research White Paper & best practices on Communicating #Sustainability.
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