Speaker Bio: Michelle Bernhart

Michelle Bernhart
President
TrueBlue Communications

Session 3 (Friday, 1:45 p.m. – 2:45 p.m.)
Brand, Reputation, and the Future of Sustainable Business: Why Traditional Communications Fail and What to Do About It

For nearly 25 years, leading organizations have published environmental, social responsibility, and sustainability reports – and made myriad mistakes in these publications. Now, a new wave of sustainability communications has ushered in still more mistakes, resulting in campaigns that leave stakeholders confused or skeptical, and companies exposed to unnecessary risk. But communications that leverage social norms to engage stakeholders are proving significantly more effective than traditional approaches. This presentation will explore the factors that drive human behavior on sustainability issues: reciprocation, scarcity, authority, consistency, similarity, and consensus.

Participants will learn:

• The reasons for common sustainability communications errors and clear guidance to boost the impact and business value of these communications;
• How to apply the six universal influencers to deliver communications that engage stakeholders, change behavior, and enhance reputation and brand—along with real-life examples, both positive and negative; and
• Up-to-the-minute trends in green claims and the legal limitations on assertions about environmental friendliness, carbon emissions, and related issues.

About Michelle Bernhart:
She is the founder of True Blue Communications, which helps organizations strengthen sustainability, achieve strategic objectives, enhance brand, and manage risk through communications. She has 25 years of experience leading strategic sustainability improvement, communications, and engagement projects in North America, Europe, and the Middle East. Michelle is a member of the IABC International Executive Board and chairs IABC’s social responsibility committee.