In his May column in this publication, Greenwasher bemoaned the unwillingness of “a major fast food company” to include nutritional information on its menus and blasted Tesco and Coca-Cola, two companies that should know better, for ill-conceived advertising campaigns.

The examples highlight a fundamental disconnect within companies between the hard work of implementing sustainable business practices and the communication of those efforts.

Part of the gap might stem from differing perspectives – for example, reputation management versus problem-solving – among different groups within a business. Contradictory marketing messages also indicate a failure to fully integrate sustainability.

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