The single biggest mistake in sustainability marketing: talking about commitments instead of showing actions. "We care deeply about the environment" convinces nobody. "We reduced packaging waste by 40% in 18 months" converts.
The most common ESG mistake: launching a five-year vision with no short-term proof to back it up. Days 1 to 30: Audit. Review current operations, vendor relationships, and facilities. Find the inefficiencies you can actually move. Days 31 to 60: Focus. Pick one target with a hard number attached.
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