Consistency is one of those traits that is coveted by business journals and business leadership as possibly the most important ingredient in leaders. For a simple reason: Consistency — whether good or bad, positive or negative — provides the business, its employees, and stakeholders with a known quantity.
But what is often forgotten: A leader is never, ever made over night. It is a life long process. And just like a relationship, the accumulation and significance of small little things that are done over and over again is more often than not underestimated.
Despite the increased availability of sustainability communications experts, an organisation like Unilever, highly committed to change consumer behaviour, only last year, declared that “sustainability marketing is our biggest challenge”. What are these hard challenges the Unilevers of this world are talking about?