1st Edition

Trust Inc. How Business Wins Respect in a Social Media Age

By Matthew Yeomans Copyright 2018
    182 Pages
    by Routledge

    182 Pages
    by Routledge

    We are entering the age of sustainability – a business era where every company, big and small, must adapt its way of doing business to meet the realities of climate change, a finite supply of natural resources, evolving attitudes about inequality, increasing digitisation and automation. At the same time companies must meet the demands of consumers as they adjust to this rapidly changing way of life. Supercharging this change in consumer behaviour is social media – a communications revolution that is democratising and disrupting society in ways never seen before.

    In this book, Matthew Yeomans explains why embracing sustainability is key to helping companies articulate their sense of purpose (and their reason to exist) in a world where social media is eroding trust in all institutions. The book shows how social media has made sustainability a mainstream concern for all society, how it compelled companies to be more authentic and accountable in their actions and how it will continue to shape how companies communicate the importance of sustainability to all of society.

    This book is a powerful guide for both communication and marketing professionals in business, especially Fortune 500, FTSE 250 companies and agencies, on how to use social media to communicate with their audiences and stakeholders in an authentic way. It is also a guide/text book for the growing field of sustainability communication in higher education.


    Chapter 1: A short history of social media

    Chapter 2: Sustainability goes mainstream

    Chapter 3: Learning to listen

    Chapter 4: Collaborate with the crowd

    Chapter 5: Radical transparency

    Chapter 6: Leaders needed

    Chapter 7: Empower and educate

    Chapter 8: Inspiring behaviour change

    Chapter 9: How to show not tell

    Chapter 10: How to use social networks

    Chaper 11: How to communicate your sustainability report

    Chapter 12: How to embrace the global goals



    Matthew Yeomans is a writer, journalist and consultant with more than 25 years of experience working for, and advising, some of the world's largest publications and companies. He founded Sustainly, created the Social Media Sustainability Index and is the author of four books. 

    "Yeomans’ deep knowledge and experience of how social media has shaped modern society makes his argument for transparent and authentic sustainability communication all the more compelling."

    Thomas Kolster, founder of Goodvertising and one of the world’s leading thinkers on the future of good business

    "If you’re concerned about how you stay relevant and win the trust and respect of customers, consumers and citizens in the twenty-first century, Yeomans’ book is essential reading. (And if you’re not concerned about it, you’re probably not paying enough attention.)"

    Dave Coplin, CEO at The Envisioners Ltd, and expert in the use of technology in the modern world

    "Yeomans draws on his wealth of experience both as a journalist and a sustainability expert to explain, with clear and illuminating business examples, exactly how companies can contribute to society and their bottom line at the same time."

    James Ledbetter, Editor of Inc. magazine and Inc.com