* . *
  • About
  • Advertise
  • Privacy & Policy
  • Contact
Saturday, September 27, 2025
Earth-News
  • Home
  • Business
  • Entertainment
    Cardi B Adds More Dates to Little Miss Drama Tour: ‘Y’all Making Me Work’ – Yahoo

    Cardi B Extends Little Miss Drama Tour: “Y’all Making Me Work

    ‘Today’: Sheinelle Jones Thanks Katie Couric for Support After Husband’s Death – CBS 19 News

    Sheinelle Jones Expresses Heartfelt Thanks to Katie Couric for Support After Husband’s Passing

    Sate your hunger at DBA’s Taste of Downtown – Bakersfield.com

    Indulge Your Cravings at DBA’s Taste of Downtown!

    Caesars Entertainment (CZR): Assessing Valuation After Times Square Casino Setback and Mounting Investor Concerns – simplywall.st

    Caesars Entertainment Faces Times Square Casino Hurdles as Investor Concerns Mount

    Why Hilaria Baldwin Has Found the ‘DWTS’ Process ‘Embarrassing’ At Times – WFXG

    Hilaria Baldwin Opens Up About the Embarrassing Moments on Her ‘DWTS’ Journey

    Harvest Fest 2025 – yadkinripple.com

    Celebrate the Bounty: Harvest Fest 2025 is Coming!

  • General
  • Health
  • News

    Cracking the Code: Why China’s Economic Challenges Aren’t Shaking Markets, Unlike America’s” – Bloomberg

    Trump’s Narrow Window to Spread the Truth About Harris

    Trump’s Narrow Window to Spread the Truth About Harris

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Trending Tags

    • Trump Inauguration
    • United Stated
    • White House
    • Market Stories
    • Election Results
  • Science
  • Sports
  • Technology
    Aurora police hope to add facial recognition technology to crime-fighting tools – CBS News

    Aurora Police Aim to Boost Crime-Fighting with New Facial Recognition Technology

    Autonomous Solutions shows off cutting-edge technology for the public – Cache Valley Daily

    Autonomous Solutions Unveils Cutting-Edge Technology for the Public

    Amazon to Pay $2.5 Billion in Prime Membership Settlement – The New York Times

    Amazon to Pay $2.5 Billion in Prime Membership Settlement – The New York Times

    What are we really gaining from technology? – Fast Company

    What Are We Really Gaining from Technology?

    TOMI Environmental Solutions, Inc. Expands SteraMist iHP Technology Services in Healthcare Sector with New Provider Partnership – Quiver Quantitative

    TOMI Environmental Solutions Accelerates SteraMist iHP Technology Expansion in Healthcare with New Provider Partnership

    Indiana County Technology Center’s Joint Operating Committee looks to the future as program plans began to take shape – Indiana Gazette Online

    Indiana County Technology Center’s Joint Operating Committee Charts an Exciting Path Forward as New Program Plans Take Shape

    Trending Tags

    • Nintendo Switch
    • CES 2017
    • Playstation 4 Pro
    • Mark Zuckerberg
No Result
View All Result
  • Home
  • Business
  • Entertainment
    Cardi B Adds More Dates to Little Miss Drama Tour: ‘Y’all Making Me Work’ – Yahoo

    Cardi B Extends Little Miss Drama Tour: “Y’all Making Me Work

    ‘Today’: Sheinelle Jones Thanks Katie Couric for Support After Husband’s Death – CBS 19 News

    Sheinelle Jones Expresses Heartfelt Thanks to Katie Couric for Support After Husband’s Passing

    Sate your hunger at DBA’s Taste of Downtown – Bakersfield.com

    Indulge Your Cravings at DBA’s Taste of Downtown!

    Caesars Entertainment (CZR): Assessing Valuation After Times Square Casino Setback and Mounting Investor Concerns – simplywall.st

    Caesars Entertainment Faces Times Square Casino Hurdles as Investor Concerns Mount

    Why Hilaria Baldwin Has Found the ‘DWTS’ Process ‘Embarrassing’ At Times – WFXG

    Hilaria Baldwin Opens Up About the Embarrassing Moments on Her ‘DWTS’ Journey

    Harvest Fest 2025 – yadkinripple.com

    Celebrate the Bounty: Harvest Fest 2025 is Coming!

  • General
  • Health
  • News

    Cracking the Code: Why China’s Economic Challenges Aren’t Shaking Markets, Unlike America’s” – Bloomberg

    Trump’s Narrow Window to Spread the Truth About Harris

    Trump’s Narrow Window to Spread the Truth About Harris

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    Israel-Gaza war live updates: Hamas leader Ismail Haniyeh assassinated in Iran, group says

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    PAP Boss to Niger Delta Youths, Stay Away from the Protest

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Court Restricts Protests In Lagos To Freedom, Peace Park

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Fans React to Jazz Jennings’ Inspiring Weight Loss Journey

    Trending Tags

    • Trump Inauguration
    • United Stated
    • White House
    • Market Stories
    • Election Results
  • Science
  • Sports
  • Technology
    Aurora police hope to add facial recognition technology to crime-fighting tools – CBS News

    Aurora Police Aim to Boost Crime-Fighting with New Facial Recognition Technology

    Autonomous Solutions shows off cutting-edge technology for the public – Cache Valley Daily

    Autonomous Solutions Unveils Cutting-Edge Technology for the Public

    Amazon to Pay $2.5 Billion in Prime Membership Settlement – The New York Times

    Amazon to Pay $2.5 Billion in Prime Membership Settlement – The New York Times

    What are we really gaining from technology? – Fast Company

    What Are We Really Gaining from Technology?

    TOMI Environmental Solutions, Inc. Expands SteraMist iHP Technology Services in Healthcare Sector with New Provider Partnership – Quiver Quantitative

    TOMI Environmental Solutions Accelerates SteraMist iHP Technology Expansion in Healthcare with New Provider Partnership

    Indiana County Technology Center’s Joint Operating Committee looks to the future as program plans began to take shape – Indiana Gazette Online

    Indiana County Technology Center’s Joint Operating Committee Charts an Exciting Path Forward as New Program Plans Take Shape

    Trending Tags

    • Nintendo Switch
    • CES 2017
    • Playstation 4 Pro
    • Mark Zuckerberg
No Result
View All Result
Earth-News
No Result
View All Result
Home News

How to avoid backlash for telling your sustainability story

March 23, 2024
in News
How to avoid backlash for telling your sustainability story
Share on FacebookShare on Twitter

As I write this, I’m fresh off this year’s GreenBiz conference where I participated in two panel discussions on sustainability communications. Amid all the backlash we’ve seen aimed at companies for their social impact programs, and the class-action lawsuits we’ve seen filed over environmental claims, it’s understandable that some companies’ knee-jerk reaction is: “We don’t talk about sustainability!” (Insert the tune to the Disney song “We Don’t Talk About Bruno” here).

But as you’ve heard me mention multiple times here: People WANT to hear from companies about what they’re doing to solve the world’s biggest problems. And if they don’t hear your story about that, they’ll assume you don’t have one, and soon, they won’t want to work for you or buy from you.

So how do you communicate your planet and/or people story without running afoul of the culture police (or actual police)? There’s a two-part principle to follow:

1. If your sustainability story is tied to your business and marketing strategy, there is no backlash.

Now, that doesn’t mean there might not be upset or disagreement with what you’re doing and saying. But if your marketing efforts and communications are tightly aligned with what your company has determined is needed for future growth, then if people are upset, your CEO has a rationale to stick to.
 
The compare and contrast examples here are Nike and Bud Light (and, full disclosure, Shelton Group was not involved with either client; this is my analysis as a sustainability marcomm outsider looking in). Nike clearly made a strategic business decision to breathe new life into its brand by supporting Colin Kaepernick a few years back. Did people get upset, burn their Nikes and vow never to buy from Nike again? Yes. Did the company’s brand value and sales go up? Yes. When the backlash came, Nike execs stuck firm to the decision and didn’t back down. They knew that the core Nike consumer would be aligned with supporting someone unafraid to stand for something.

People WANT to hear from companies about what they’re doing to solve the world’s biggest problems. And if they don’t hear your story about that, they’ll assume you don’t have one, and soon, they won’t want to work for you or buy from you.

Bud Light’s marketing team, on the other hand, clearly did not make a strategic decision to walk away from conservative young men who want their beer to help them seem macho in favor of focusing exclusively on the LGBTQ community. We know it didn’t make this decision by the way it immediately waffled once they got hit with backlash for supporting a trans influencer. Sadly, its parent company, Anheueser-Busch, has long had a high rating with the Human Rights Campaign’s Corporate Equality Index, the largest LGBTQ advocacy/lobbying organization in the U.S. With Bud Light’s “we didn’t mean to upset anybody” response to the backlash, it ended up alienating both its young male macho target audience AND the LGBTQ target audience.
 
The moral of the story: Spend the time to ground your sustainability communications efforts in your business and marketing strategy.

2. The connective tissue between your business strategy and your sustainability comms strategy is materiality.

If you conduct a thoughtful, robust materiality analysis, you’ll know exactly what people, planet and governance issues are seen as material to your stakeholders. Then you can set goals and an action plan for addressing those issues. Those goals and plan should and can connect right to your business strategy/plan for growth.
 
KIND Snacks offers a great example of how this has been done well (and, full disclosure, KIND is a Shelton Group client). Its materiality analysis revealed that almond growing was a material issue for it — because almonds are a key ingredient in KIND bars AND they require a lot of water to grow. Once KIND understood this challenge, it set a goal to have 100 percent of its almonds grown via regenerative agriculture practices on a mass balance basis by 2030. Then it launched a program called the KIND Almond Acres Initiative to begin testing/learning/bringing that goal to life AND bring its stakeholders along on the journey. Here’s a great, on-brand video that tells the story in a way all its audiences can understand:

Did KIND experience some negative comments on social media? Yes. Did it back down or apologize for its efforts to make growing almonds more sustainable? No. It didn’t need to — because, to point No. 1, this program is tied to a goal, which is tied to a material issue, which is tied to its business strategy for growth.

So, as in so many things in life, the answer to how to avoid backlash for telling your sustainability story is NOT to hide your light under a bushel. The answer is to be true to who you really are.

>>> Read full article>>>
Copyright for syndicated content belongs to the linked Source : GreenBiz – https://www.greenbiz.com/article/how-avoid-backlash-telling-your-sustainability-story

Tags: AvoidBacklashnews
Previous Post

Nigeria Beats Ghana In Morocco Clash, Set To Face Next Rival

Next Post

Yahaya Appoints Acting Auditor-General For Local Governments

Human Head Transplants: Where the Science Stands, and Why the Ethics Are So Complicated – Discover Magazine

Human Head Transplants: The Science Behind the Procedure and the Complex Ethical Debate

September 27, 2025
New lifestyle brand TENŌRE set to open flagship store in Waikīkī – KITV

New lifestyle brand TENŌRE set to open flagship store in Waikīkī – KITV

September 27, 2025
Aurora police hope to add facial recognition technology to crime-fighting tools – CBS News

Aurora Police Aim to Boost Crime-Fighting with New Facial Recognition Technology

September 27, 2025
Hawaii women’s volleyball team prepares to get creative for Big West play – Spectrum News NY1

Hawaii women’s volleyball team prepares to get creative for Big West play – Spectrum News NY1

September 27, 2025
Hypertension – World Health Organization (WHO)

Hypertension – World Health Organization (WHO)

September 26, 2025
In Kansas City, Secretary Rollins Speaks on State of Farm Economy, Announces Suite of Actions to Support American Farmers – USDA (.gov)

Secretary Rollins Launches Bold New Initiatives to Boost Kansas City’s Farm Economy and Empower American Farmers

September 26, 2025
Cardi B Adds More Dates to Little Miss Drama Tour: ‘Y’all Making Me Work’ – Yahoo

Cardi B Extends Little Miss Drama Tour: “Y’all Making Me Work

September 26, 2025
Vandalia Health Mon Stonewall Jackson Memorial Hospital to host blood drive Sept. 29 – Mon Health

Vandalia Health Mon Stonewall Jackson Memorial Hospital to Host Life-Saving Blood Drive on September 29

September 26, 2025
Special congressional election sees 3% voter turnout in Nashville: Week in politics – The Tennessean

Nashville’s Special Congressional Election Draws Just 3% Voter Turnout

September 26, 2025
Ecological burns slated for Corvallis area this weekend – NPR for Oregonians

Ecological Burns Set for This Weekend to Revitalize Corvallis Habitats

September 26, 2025

Categories

Archives

September 2025
MTWTFSS
1234567
891011121314
15161718192021
22232425262728
2930 
« Aug    
Earth-News.info

The Earth News is an independent English-language daily published Website from all around the World News

Browse by Category

  • Business (20,132)
  • Ecology (838)
  • Economy (859)
  • Entertainment (21,734)
  • General (17,263)
  • Health (9,902)
  • Lifestyle (872)
  • News (22,149)
  • People (860)
  • Politics (869)
  • Science (16,069)
  • Sports (21,359)
  • Technology (15,842)
  • World (842)

Recent News

Human Head Transplants: Where the Science Stands, and Why the Ethics Are So Complicated – Discover Magazine

Human Head Transplants: The Science Behind the Procedure and the Complex Ethical Debate

September 27, 2025
New lifestyle brand TENŌRE set to open flagship store in Waikīkī – KITV

New lifestyle brand TENŌRE set to open flagship store in Waikīkī – KITV

September 27, 2025
  • About
  • Advertise
  • Privacy & Policy
  • Contact

© 2023 earth-news.info

No Result
View All Result

© 2023 earth-news.info

No Result
View All Result

© 2023 earth-news.info

Go to mobile version