19 WE Communications’ April 2022 whitepaper, “Making Net Zero Net Positive for Everyone,” found a disconnect between the executive suite and the rest of the company’s team members. For instance, C-suite and executive teams are significantly more optimistic about net-zero plans, while senior and middle management want to know how their boss’s visions will be operationalized. This transparency mandate presents an important opportunity for communicators. Externally, brands’ most loyal customers have an appetite for more granular information about brands’ purpose progress. Internally, there is a need for team members at different stratums of the company to communicate effectively about purpose initiatives—to hear one another’s concerns and work together to execute the organization’s vision. CEOs and other C-suite executives have an opportunity to lead by example by keeping stakeholders in the loop. 19