1) Alignment of sustainability activities with core strengths and values
There will be a closer link between companies’ sustainability initiatives and their core strengths
and values. Sustainability initiatives will be featured on corporate home pages because the ROI
is established. More companies will realign their core business values to adhere to new demands
for greater transparency from stakeholders, competitors, regulators, and consumers.
2) Corporate sustainability initiatives will expand as more companies leverage them as tools
for innovation and competitive advantage
In 2009, companies expanded their focus beyond traditional sustainability activities (recycling,
carbon footprinting) to include new initiatives to cut costs and innovate products to generate
revenue. Sustainability will be a significant driver in the recovery as companies innovate and promote
greener products and services.
3) Third-party independent partnerships to verify green marketing claims and corporate
sustainability targets will be more important than ever
Partnerships verify credibility on sustainability initiatives. Effective sustainability commitments
require that corporations and Non-Governmental Organizations address challenges collaboratively.
Working in concert with stakeholders, more companies will take more active roles in land and water
conservation, wildlife protection, renewable energy and other sustainability priorities.
4) Consumer concern over climate change and what businesses are doing will rebound as
public policy is clarified
More businesses will capitalize on the consumer momentum and join the movement to adopting
more sustainable practices. The Obama administration's push toward addressing climate change
through government investment and regulation has galvanized the energy and cleantech industries
and will do the same for other growth sectors of the U.S. economy.
5) The use of social media tools and tactics to communicate sustainability initiatives will
become the 'price of entry'
Social media tools and online video engage stakeholders in a meaningful dialogue around
sustainability and their influence in communications programs will expand. More Americans than
ever are consuming online video content – they averaged 11.2 billion video streams per month in
2009 - making it essential to utilize these tools in any effective communications program.