To survive and prosper in a rapidly shifting business landscape, companies must constantly evolve. One example of this evolution is seen when forward thinking leaders incorporate sustainability into their business strategy. A successful sustainability strategy depends upon embracing a fundamental shift in an organization’s way of doing business, an eagerness to find new ways of identifying challenges and seizing opportunities. Effective leaders recognize that their organizations will thrive through creativity and innovation. But it’s one thing to decide to be innovative; it’s another entirely to make innovation an integral part of your corporate culture.
When it comes to building brands and driving change, effective communication is a prerequisite. Unsurprisingly then, communications are often the first port of call when it comes to the unique challenges and opportunities that sustainability represents for today’s brands.
However, emerging cultural, economic and technological trends related to sustainability are forcing brands to think differently about the role of communications in their wider brand ecosystem. As is so often the case, when the game is changing this quickly, a more effective solution requires a redefinition of the problem.