ABSTRACT
CSR and sustainability communication are fascinating and dynamic subjects. NGO's and shareholders are sometimes portrayed as if they were natural antagonists, but when it comes to CSR communications, their roles are related. They challenge the substance of what companies do in terms of sustainability. In many instances, employees are also communication channels powerful multipliers and ambassadors for the CSR endeavours of corporations. When substance and perception are at a high level and in balance, CSR and sustainability communication build both brands and reputations. Sustainability challenges have become the source for substantial product innovations and created new business segments for GE. Any company ought to challenge the business of business is business paradigm of shareholder value as the only target increasingly less acceptable and less realistic in the face of global sustainability obstacles, environmental, social and economic. NGO's and civil society need to create awareness, but also to develop processes and systems that facilitate sustainable consumption. A good example is fair-trade.
