How to make your green projects more compelling

11/30/2011 | Atlantic online, The

Companies need to better explain the connections between their actions and environmental issues, says sustainability communications strategist Andrea Learned. Telling stories about small initiatives in terms of big-picture issues makes them more compelling, Learned explains. "Thinking big about the connections of cultural trends, consumer behavior research and other things that don't seem to relate at all can give meaning and help build momentum for even the smallest individual sustainable-business steps," she says.

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