The evolution of sustainability: a public relations and business argument

2012-07-25This paper will examine the emergence of sustainability public relations according to the triple-bottom-line concept. As sustainability becomes a more central issue for companies, understanding how to talk about efforts is becoming as critical as creating them. The purpose is to explore how companies are making the argument for sustainability and leveraging programs to help reposition them financially, socially and environmentally. DuPont and Walmart’s initiatives will serve as primary examples of how to use sustainability to address corporate challenges and the role communications plays in driving its programs. Furthermore, the paper will demonstrate the public relations challenges that arise when communicating sustainability, specifically the trend of greenwashing. As the world becomes more familiar with the concept of sustainability, there is an expectation that businesses are getting involved in a meaningful and measurable way. Through strategic public relations, companies can use sustainability as a tactic to drive business or reveal how programs are demonstrating additional value opportunities for target audiences