Active communication personally involves the sender and receiver as information flows in a circular pattern from one to the other. Traditional communication techniques are insufficient to achieve these purposes because they are usually passive in nature. Sustainability information flows can be improved through a number of vehicles. Without attention, people will not understand the need, vision and strategies of a sustainability initiative. Larger organisations may benefit from the help of the marketing department when crafting information and communication strategies. The purpose is to assess the receptivity of people to sustainability, to uncover the types of information that will break through the clutter, and to craft messages that will elicit the greatest support. Sustainability initiatives suffer when mistrust persists. The quantity and frequency of information about sustainability has substantially increased at Stena Metall. A commitment to sustainability does not make a company immune to the business cycle.