The most effective sustainability and cause-marketing programs are those ingrained in a company's ideals, writes Shelly Lipton. Sustainability should be part of the company's mission but also produce measurable outcomes. Choose a cause or charity that dovetails with company values and get employees excited about participating. "If you have achieved positive results and you are finding a solution that is meaningful -- share it. Present yourself as a corporate role model," Lipton writes.
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