Turning into a Sustainability / CSR skeptic with all that marketing mumbo jumbo

I have to say that I am becoming more of a Sustainability / CSR skeptic each day now. Not that I do not believe in the ultimate goal for Sustainability or responsible business practice. In this I believe even more then ever before.

What I am becoming very skeptical about the whole overflow of Sustainability / CSR related news and comms these days. I call it Sustainability / CSR mumbo jumbo (phrase).mumbo-jumbo

A sign of the times with more marketing people involved?

What are the reasons? Well, one aspect could be that there are more and more marketing professionals involved in the sustainability profession then ever before. As we all know marketing people are excellent communicators. But ultimately they listen to the businesses that pay their bills. And this can be seen by all the different mumbo jumbo news items. I want to hear about relevant Sustainability / CSR news and not the latest marketing campaign to gain as many clicks as possible on a Sustainability report for example. The list is endless and I know from many people in the field that the daily frustrations of an overflow of irrelevant Sustainability / CSR news these days leads them to place the news into their junk folder and forget about them. This is a problem as the relevant Sustainability / CSR that does exist is being forgot about too.

Where does that leave me as a stakeholder?

We all have a choice what we want to be influenced by if we stay sceptical about the Sustainability / CSR news we come across.

To start of I would look for the following signs of quality in a Sustainability / CSR news item:

  1. Is the headline too grand to be true?
  2. Is this original content or content that has been duplicated from another site?
  3. Where did the article originally get published?
  4. Who wrote the article? A company or an individual?
  5. Are there any comments possible? Or is it simply a site pushing content out?
  6. Does that website publish on a regular basis or is it publishing all news items all at once?

I hope this is of help to anyone reading this and all feedback is appreciated. I am a big critic when it comes to irrelevant Sustainability / CSR news so watch this space for more on the topic.

Picture Credit: Mumbo Jumbo

Author: Fabian

Father, Managing Director and former Sustainability / CSR professional for AccountAbility and E.ON UK.

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