This March McKinsey released an interesting Global Survey, “How companies manage sustainability.”
“Indeed 72% of respondents says considering sustainability is “extremely” or “very important” for managing corporate reputation and brands.”
The report covers the importance of sustainability being one of the top three priorities on the CEO’s list and energy companies might serve as a role model given they are closer to the dual issues of “potential regulation and increasing natural resource constraints.”
As to branding sustainability, in those cases where there is an authentic story and track record to back up claims, the marketer’s checklist ought to include getting the word out by publishing a sustainability section on the Corporate Website, embedding sustainability data in communication mainstream investors, issuing a sustainability report, communicating with socially responsible investors, and participating in rankings and indexing, although many of the lists these days are PR hokum. Here’s the chart showing these options with orange representing the more proactive companies. Download the PDF from this site.