Sustainability is not a slogan. If your company is talking about sustainability before the foundation is in place, you could be walking straight into greenwashing trouble. Sustainability expert Derek Sabori breaks down the practical way to build a sustainability program that actually holds up on this episode of Handle More Business. If you work in PR, marketing, operations, or leadership, this conversation gives you the framework to move from vague intentions to real action. Derek shares why most companies get sustainability backwards, why messaging has to wait until the work is substantiated, and how to build internal buy-in without overpromising to the public. You will discover Derek’s simple three-part approach: educate, empower, activate. He explains why employee education comes first, how leadership support and budget turn good intentions into progress, and why sustainability should be treated like a long game instead of a quick campaign. He also introduces the “grilled cheese effect,” a memorable way to understand why change needs heat from both the top down and the bottom up. He also breaks down how to think about materials, supply chain impacts, third-party certifications, and the difference between internal communication and public claims. Derek shares how to spot credible standards, why industry trade groups matter, and how to learn from best-in-class brands without relying on a copy-and-paste checklist. The stakes are high. Consumers, media, and employees are more skeptical than ever, and one premature claim can undo years of good work. This episode shows you how to build credibility first so sustainability becomes part of your company culture, not just a marketing angle. MPC’s Founder and President Ashton Maxfield had a great conversation with Derek Sabori, a longtime sustainability leader and consultant who previously served as Vice President of Global Sustainability at Volcom. He now helps companies build practical sustainability strategies through The Underswell and his School of Understanding. A new "Handle More Business” podcast episode will be posted on YouTube, Apple Podcasts, Spotify and masterplancommunications.com every Third Thursday. Master Plan Communications provides business building PR and marketing. Grow your businesses’ reach with meaningful, targeted, professional PR and marketing solutions.
