GREEN MARKETING
“If sustainability is to become a persuasive vision, it needs a persuasive language.” Futerra Sustainability Communications 2007 Nowadays, companies are under continuous pressure to achieve sustainable competitive advantage. A sustainable organisation with high aspirations to minimize environmental impact should incorporate sustainability marketing communications within its communication strategy. However, the organisation must pay special attention to filtering the content and channels, to not be perceived as aggressive in communication or even worse, as greenwashing. What should the organisation do when the planned change is about implementation of a new environmental management system (EMS) and the employees don’t know too much about it? Because, this implies changes in their behaviour, they have to know what EMS means, how it benefits them directly, for the organisation they work for, and the society they live in. In today’s competitive business environment, it has beco