I'm sitting in a press conference at the Unified Wine & Grape Symposium right now learning about the sustainability of the world's largest producer of cork products. They came in with reams of publications, PowerPoints and brochures to demonstrate their committment to the environment and operating in a sustainable manner.
But something about all that paper was a bit disturbing.
On closer look, I noticed that their 95 page sustainability report -- while elegantly depicting their passion for nature, forests and sustainability -- was missing something -- something very tiny and easy to ignore, except for the content... No recycling bug.
Ooops. One of those pesky little details that sinks an exhaustive campaign's credibility. Maybe they were just trying to conserve ink by not including the bug...hmmmmm.