Strategic Intent for Green Marketing and Disclosure Using Social Media

The View from C-Level

In part 2 of my exclusive series on social media use for sustainability programs for Sustainable Business Forum, we look at the strategic outbound communications mode of the information life cycle presented in part 1.  In this mode, organizations „declare to the world“ their findings and intent regarding their sustainability program in an attempt to engage stakeholders (citizens, investors, partners, customers, and other external actors to the organization).  I offer examples from City of Beaverton, County of Oakland (Michigan), IKEA, SAP, and Starbucks Coffee.

In my work with the Michigan Association of Certified Public Accounts (MACPA, I have briefed hundreds of accountants and financial managers on the two purposes of sustainability reporting.  The first is a strategic intent to communicate to the public at large – shareholders, customers, and other stakeholders – the good things that the organization is pursuing across a triple bottom-line (3BL) scorecard…

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