In a recent survey from Euro RSCG 74% of consumers believe that businesses have as much responsibility as governments to drive social change.  While a “green” company used to connote being eco-friendly and doing its part to be part of the social change, it is now simply a buzz word as almost every product, brand, etc has slapped a “green” label on it.  Overuse and misuse have eliminated “green” of its original meaning.  So in order for companies to show their true environmental and charitable intentions, they have to go clear.

Becoming clear means that companies have to “communicate a clear vision and goals, and operate with a clear corporate conscience.”  Businesses who are working towards becoming clear are trying to rid themselves of business impurities, as well as developing where they want to be as a company 5, 10 and even 20 years down the road.

Some of the key attributes that clear companies will share, include:

• Well defined and communicated goals
• Share a purposeful culture
• Open channels of communication and collaboration
• Strong commitment to leadership

For more information about becoming clear, as well as some examples of companies already in the process, go to: http://www.brandweek.com/bw/content_display/news-and-features/direct/e3id96098b1ed5efecda8768880d8f5c8bb?pn=1