Firms shouldn't forget that they need to market sustainable priorities internally as well as externally, writes Ron Loch. Worker engagement on CSR is key to achieving strategic goals and in creating broader market acceptance of green products and services. "Certainly, marketing communications is a key component for educating consumers about sustainable choices, but it's important that companies don't lose sight of those consumers they influence from 9 a.m. to 5 p.m. each day," Loch writes.

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