Consumers have recognized sustainability as an urgent matter and it has affected their purchasing decisions. A huge range of products and sustainable companies have popped up to capitalize on the movement. But with the opportunity of a burgeoning market comes the responsibility to back up one’s claims.

Marketers must be credible communicators, not exploiters of sustainable language and trends. The Sustainability Opportunity is a great marketing leadership opportunity for smart communicators that can improve social well-being and increases profits in a responsible manner.

Read the full article at Ad Age

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