For brands and retailers that are still feeling their way around sustainability, communicating a greener ethos to their customers can feel like a double-edged sword.
Certainly the attendees of the annual pow-wow needed no convincing of sustainability’s merits; they were there for a reason after all. But what about people outside the room? How, exactly, should companies present sustainability—sometimes disparagingly known as the S-word—as part of their new, enlightened approach to doing business?
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