Why Sharing Even the Messiest Sustainability Story is a Good Idea

Read the full post at GreenBiz.

We all know that a picture tells a thousand words and creative visuals are a powerful way to engage audiences around an issue of concern. In the world of sustainability communications, slideshows, video documentaries, and case study success stories are common — and often very effective — tools to highlight the many environmental, social, and economic challenges and opportunities facing global business today.

So the question becomes, in the midst of all this creative cacophony for the greater good, how will your company’s own sustainability story stand out from the crowd?

I had an ah-ha moment about this challenge today while reading social media guru Beth Kanter’s excellent blog, How Networked Non-Profits Are Using Social Media to Power Change. In a recent post, Kanter describes the “living case study,” a work-in-progress that shines the light on an issue or cause by sharing the ride, not simply celebrating the arrival.

As Kanter writes, “While the traditional case study is tidy, packaged, and finished — the living case study is open to input, questions, reflections, and most of all, empowerment of peers.”

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