ABI Hosts Workshop to Promote Sustainability

NEW YORK, N.Y.—ABI will conduct a workshop on creating business opportunities through green initiatives while avoiding such pitfalls as green washing and commodification at at the PIRA 2009 Sustainability in Packaging Conference, which will be held March 2-4 in Orlando, Fla.

Conducted by Alan Isacson, president and Tim Colbert, director of ABI Marketing Public Relations, this workshop will give attendees one-to-one advice on how to shape corporate messaging and promote company-wide sustainability initiatives more effectively. Isacson and Colbert will discuss the best way to define sustainability and avoid claims of green washing by analyzing the market landscape, defining a company's position in their industry, and analyzing the results of findings. They will also discuss how companies can avoid the commodity trap by positioning and differentiating based on the business value to customers rather than simply promoting products and technologies.

"Sustainability is like any other positive benefit of a company—you have to communicate the value to your customer and the entire supply chain," says Alan Iscason. “That’s why we introduced Sustainability Driver™.”

The new program identifies and positions sustainability benefits, creates strategic messaging platforms and develops a focused communications plan. These efforts help businesses fuel relationships with key customers and discover new sales opportunities. For more information on the Sustainability Driver program visit www.sustainbilitydriver.com