Sustainability has been at the top of the societal agenda for many years, and 8 out of 10 consumers want to live more sustainably. It has gone from being of particular interest to becoming a natural part of our choices in everyday life. Young talents opt out of workplaces that do not take social responsibility. Established businesses are being challenged by start-ups with sustainability and social responsibility at their core.
This means that the answer is not to embellish the communication strategy a bit. If you are to succeed, sustainability and social responsibility must be integrated into the business model, the brand strategy and the real strategic decisions.
Only then can you create increased value both for the business, your customers and society.