Are You a Lumberjack or a Tree Hugger?

It’s hard to argue because everyone will have a different viewpoint depending upon where they are looking at the situation, but they both have an important role to play. The really good stuff happens when organisations like Greenpeace, Make Trade Fair or FSC come into play because they are the glue that sticks both sides together.

Social media often bridges the gap between the commercial arm of the business and customer service or marketing.  It’s a good place to be because it gives you the freedom and creativity to add value and contribute across the company, but it’s also hard to keep your integrity when you have split priorities.