ABSTRACT
The broader term describing this key stakeholder group is customers. Focusing just on consumers implies ignoring customer relationships in earlier stages of the value chain. Uwe Kleinert of Coca-Cola points out the difference between classical PR and corporate communications and CSR communication, and claims that CSR requires more care. Michael Kuhndt of sustainable consumption think-tank the Centre on Sustainable Consumption and Production (CSCP) explains what he means by as much transparency as possible. Jessica Sansom agrees, and adds that Plan A has done a great job to raise awareness for sustainability issues. Holistic integrity implies that you make transparent what you do as a company. CSR has to be an integral part of how you think and act on an everyday basis in your daily business. Consumer empowerment starts with making ourself understood. So communication that meets a consumer need that they understand and by which they feel understood is a prerequisite for what is labelled sustainable consumption.
