Friday, April 1, 2011

How Timberland Puts Its Greenest Foot Forward

See excerpt from

Making headway with consumers on issues of corporate social responsibility and sustainability also can be daunting. Bombarded with messaging about environmental efforts from a range of firms, including some that are long on marketing but short on deliverables, consumers are skeptical of companies touting themselves as "good guys."

"I don't believe it, and I'm a relatively sophisticated consumer of that stuff," Swartz said. "So how are you going to have a conversation with consumers about values? They don't want to talk about it and they don't believe you at the starting point."

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