Be simple, become known for something!
The last thing you want is for your business to be known as a “Jack of all trades” because you always get stuck with the “Master of none” part. We see this in the sustainability world a lot, in good and bad times — communication with everything thrown in: “this product is organic and made with renewable energy and we give to the Nature Conservancy and treat our employees great so you’ll be healthy, save money, enjoy your job and save the world!” Phew! What a mouthful, and earful! Yes, even the targeted messages of our digital communication become overwhelming and unwanted very quickly, leaving audiences turned off. Well, let’s take a step back for a second and look at the target of our communications. They’re people! Not colour-laden pie charts or graphs that look like EKG readouts. People! With emotions that are many times impossible to track. Even with all the analytics and targeting possibilities digital media affords us toda...