“Marketing should never be involved in sustainability strategies until the very end.” I heard those words recently from a senior environmental manager at a sustainability conference in Chicago. Being at an NGO that collaborates with companies only when there's measurable business and environmental results, I understand this concern. Greenwashing benefits no one, so it's imperative for marketing and communications pros to embrace the principle of “act first and talk later.” Communications pros must also strive for transparency and continue to ...