Corporations are not in a position to be socially responsible. They are organized to make money. Once externalized costs are given dollar amounts, sustainability is just another rule in the money making game. As the Carbon Cap Exchanges grow money will maintain the rules.
When a global focuses on being socially responsible, it doesn't focus on delivering a better customer experience. Given that the only constant constraint is the amount of time and energy to focus, worrying about the environment is nice, but is not the job that managers are paid to do. Government is paid to do that job. Managers of public corporations are paid to make money.
The best sustainable communications is to stop the 50% of advertising that doesn't work. If it works, do it. If it doesn't don't do it. If you can't tell, do it as little as possible.
Meanwhile, at the click, the writer says it enables a brand to deliver a service in addition to a product." Sorry but brands don't deliver anything. People organized in micro, medium and global business deliver services and products.
Brands live in a user's mind that indicates an expectation of future behavior. Google is the best brand on the Planet. They don't buy advertising. They sell advertising. I trust Google to work tomorrow, because it has worked pretty well so far. And they constantly improve their product without asking me to pay for their beta. Same thing with Amazon.
How Sustainability Marketing Can Help in Recession - GoodWorks -
: "it enables a brand to deliver a service in addition to a product, helping consumers reduce their environmental impact. But this can be a credible strategy only if the brand can demonstrate a real commitment to responsible business and sustainability. Environmental and social messages are simply not enough."