Companies need to utilize their employees in order to get real returns from their CSR programs, writes Paula S. Davis. A genuinely enthusiastic and committed workforce is the single best answer to allegations of greenwashing, and helps spread the word about sustainability efforts in a convincing and credible way. "Senior leadership vision is essential for establishing those commitments [to sustainability]; but employee passion is the critical success factor for making them pay off in authentic, credible ways," Davis writes.

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