*4.5. Communication Generally*

Communication was highlighted by respondents as being a vital part of CSR. A potential negative side of which was 'greenwashing' (R3), where CSR was focused on marketing specific, sometimes spurious, benefits while failing to address deeper issues with the product or business (see [88] for example). Nevertheless, the 'story is important' (R9) for both internal and external stakeholders, with the language used and the values that language reflected a key 'output' (R7) of the business. Communication was shown to be

important in two ways: firstly, as part of media/social media interest in business behavior and increasing expectations from stakeholders to behave more responsibly and take a leadership role with global problems that transcended national interest. For example, as R4 explains, 'sustainability is a hot topic in the media, so it is important that we can codify what we do'. Secondly, communication was important as part of an ongoing 'conversation' (R8) with stakeholders both internal and external to the business. In this, communication was about more than the story but included advice to customers, practical support, ways to track achievement, and empowering stakeholders to engage.
