Burnett Strategy and Communications

Today's #CSO faces new challenges from diving head first into financial planning and reporting to jumping into the limelight as a spokesperson. Building a stable of support from coaches to subject matter experts is critical for success, especially for emerging leaders. If you want to accelerate your professional growth while deepening the impact of your sustainability plan, DM me. Don't climb the mountain alone. #sustainabilityconsulting #sustainabilityleader https://lnkd.in/gnDEvje7

One of my strategic thought partners works at a pet food company. Why? Pet food often follows human food trends. We share supply chains. And most importantly, agricultural practices spread across the globe from farmer to farmer. While the skeptics sometimes flinch at the "big names" getting into #regenerativeag, these types of collaborations move the industry forward and done right, support farmer livelihood. https://lnkd.in/gMHV8fKF

The reality is most of your impacts, positive and negative are within your #supplychain. Some of the best brands like Tony's Chocolonely are developing best-in-class supply chains that protect people and planet. Great read on how they built their West African chocolate supply chain. #sustainability #fairtrade #sustainablechocolate https://lnkd.in/gTSGMWdM

Radical. Illegal. Killing businesses. Too soft. Incomplete and inadequate. All opinions I've heard on the SEC rule on climate disclosure. The rule has been stayed to allow for legal challenges. But the opinions don't matter and frankly the stay doesn't either. What matters is what your business does next. 1- Don't slow down your #climate work, both measurement and reduction projects. The reality is regulation is only one of many reasons why #decarbonization is good for the long-term success of your business. 2- Don't assume this regulation when finalized won't impact you. Chances are you're part of a bigger company's emissions scope which means they'll be knocking on your door soon for data (don't forget California and EU rules). 3- Don't stop #storytelling. From best practice sharing to engaging your customers, change requires all types of solutions from all your stakeholders. Drive customer demand for less carbon-intensive products through empowering, bold storytelling. Reduce your supply chain footprint by partnering with your peers pre-competitively on pilots. Don't listen to the haters and naysayers. Develop a bold strategic playbook, one that protects and grows your business for the long term. https://lnkd.in/gTRgvvW8

Greenwashing. Greenhushing. From customer critiques to the risk of legal challenges, leaders in Earth Month are asking two key questions about their impact communications. When do you stay silent? When do you speak up? Speak up: • When you have real results and can share the substance behind your work. Ex: Setting a science-based target is difficult and important work but a pretty ho hum narrative. The more impactful story is sharing how you are reducing your carbon footprint with new farm practices to the quality of the ingredients you're putting on the plate. • When your voice will lead to an amplification of the conversation and influence peers, partners, investors, and customers. Ex: Panera committed to Clean Food well before the work was done. Why? We believed making a public commitment would inspire our customers, engage our supply chain partners, and influence our industry peers to accelerate the shift. • When your message will capture the attention of your guests to both grow your business AND educate them. One of my favorite examples is Bread Bowl Bikes. Easy to write this off as a gimmick however it gave us a way to engage guests who wouldn't normally seek out info on low-carbon menu items. Stay Silent: •When you are entering the conversation without an authentic, natural, and material connection. • When you don't have credible, good science on your side and/or robust substantiation to back up your statements. This is why I advise clients to get feedback on their programs and claims directly from experts, whether that is NGOs, academics, or subject matter experts. Share your favorite Earth Day communications in the comments. #esgcommunications #impactcommunications