This leaves consumers with incorrect perceptions. People believe that the food/beverage industry is the most socially responsible. In fact, there is a huge environmental cost associated with agriculture and food production, making it quite damaging to the planet. Similarly, consumers believe Discovery Communications is much more eco-friendly than Viacom. In reality, Discovery has more eco-friendly content, but does not have a smaller environmental impact.
It makes you wonder what consumers think about you vs your competitors, doesn’t it?
We should think about...
- How can we communicate with maximum clarity about our sustainability efforts?
- Should we stop using green buzzwords that could be confusing?
- Should we release more information about our green initiatives?