We are seeing a broad gap in the way consumers and companies think about and approach sustainability. That very few consumers today can name a sustainable company underscores the fact that so many Corporate Social Responsibility (CSR) and sustainability activities go relatively unnoticed by consumers.
To close that gap and educate consumers, brand representatives and academic presenters at the recent Yale Interbrand Sustainability Marketing Summit powerfully demonstrated the importance of storytelling. Getting the stories to tell themselves is the key.
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