Organisations and brands are facing increasing pressure to act on sustainability from a variety of stakeholders and many are now committing to set ambitious action plans which drive for greater impact and compliance. But despite greater guidance from the ASA and EU policy, too few are communicating along the way, on one hand missing out on the ability to share strong narratives and build greater reputation and trust, and on the other, losing out on audience intentions to engage and buy. As a result, an Action:Intention Gap has evolved.

Join Sam Bowen, Head of Sustainability Comms at Green@Red, Red Consultancy’s specialist sustainability comms unit, as he shares how corporate sustainability communications are largely in a state of flux that can be broken down into four key segments, Fight, Flight, Freeze, Fawn and why communicating sustainability is vital to help close the Action:Intention Gap and maintain competitiveness.