On January 17th, I posted a blog about the importance of reporting sustainability goals from both a normalized and absolute perspective. In summary, companies can report one result instead of the other to paint a picture they are making tremendous strides to reduce their impact, when in fact, they haven’t made any progress or have even gone in the opposite direction. This leaves consumers feeling uncertain as to whether companies believe in changing their ways to preserve the environment, or they are egocentrically piggy-backing on the green movement to increase sales.
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Viewing entries tagged normalized results
Being Transparent and Truthful With Sustainability Results.
I’ve never liked how companies report their progress either as a normalized or absolute result depending on the spin they can put on the numbers. Why not report both? Too often companies skew the underlying cause of how certain environmental goals were attained to paint a positive picture for the consumer, when in fact, they might have been neutral or actually increased their impact. This often contributes to consumers believing companies are “green washing” to increase sales.
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