Stratos Inc. and Industry Canada have published a practical tool to help retailers and producers of consumer products better understand, plan for, and capitalize on sustainability communication at point of purchase. "Green Marketing Gets Real" provides practical advice and techniques to help companies determine the "Why," the "What" and the "How" of sustainability communication.

Stratos has published a study, sponsored by Industry Canada, on the innovative ways companies are communicating with consumers about their sustainability activities. Seven leading companies participated in the study: Aveda, Boots, Canadian Tire, Marks & Spencer, Mountain Equipment Co-op, Procter & Gamble and Timberland.

The volume of sustainability communication at point of purchase is growing and practices are maturing. Consumers are demanding information to make purchasing decisions that are better for the environment, society and their health. Leading companies are responding with high quality information and tactics to engage consumers, based on coherent sustainability strategy and management tools.

Innovations in point of purchase sustainability communication include an emphasis on delivering sustainability performance ahead of launching communication, linking sustainability messages to those on product function, engaging consumers to assist in reducing lifecycle impacts, and ensuring the accuracy of sustainability claims. The study found that high quality sustainability management is a critical foundation for successfully communicating with the consumer about sustainability. Green marketing is in fact getting real.

The study is supported by a practical tool to help Canadian retailers and producers of consumer products better understand, plan for, and capitalize on sustainability communication at point of purchase. The tool, called "Green Marketing Gets Real," provides practical advice and techniques to help companies determine the "Why," the "What" and the "How" of sustainability communication.

The full report, company case studies and "Green Marketing Gets Real" tool can be downloaded from: http://www.stratos-sts.com/insights/sustainability-reporting-and-communication.html

About Stratos:
Stratos is a sustainability consultancy with a national presence and a global outlook. We help our clients recognise and achieve the value that comes from working toward a sustainable future.

Stratos Inc.

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