Estee Lauder SVP Mahon Shares Importance Of Timely And Proactive Interaction When Communicating Sustainability Goals With Customers

One of the biggest issues and challenges a company has to deal with when creating a sustainability plan include “identifying what sustainability means” for the brand, according to The Estee Lauder Companies SVP of global corporate citizenship and sustainability, Nancy Mahon. Brands need to “communicate proactively” with their target audience to highlight their areas of differentiation. Companies need to interact with their customers when and where they are, including online and through social media. Regular communication with customers “maintains a positive corporate reputation,” Mahon added.