“Commitment, transparency and investment can deliver bottom-line business benefits and local policy successes; and these achievements come down to the language used to promote the initiatives. The positioning makes sense — consumer products, cities, even states are working to showcase their “brand” in acknowledgement of public awareness and demand for action on climate change. Others use more traditional corporate citizenship language to achieve their objectives.
L’Oréal, for example, spoke to its goal of carbon neutrality by 2019. Its proclamation: “Sustainability isn’t just something we want to do, it’s who we want to be.” The consumer products industry recognizes the power of brand and the direct commitment to emissions reductions.”
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