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Sustainability can be a complex topic for any corporation or brand to communicate; yet to persuade the range of stakeholders to “buy” it, the “whys” and “hows” must be whittled down to their simplest form. Add to that already steep challenge the findings of the Hartman Group Sustainability 2013 Report:

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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