Sustainability requires engineering an effect, not just aiding a cause.
The lesson here for both charities and marketers is that engaging a contemporary donor/consumer marketplace requires innovation, risk-taking, creativity, and new media. If the balance is right on both sides, charitable partners can be significant brand-builders for companies, and vice-versa.
The economic message will carry EV's to the broader market. As the grid goes green, it won't be necessary, or effective, to tout the environmental benefits of the EV. Ultimately, all most people care about is their pocketbook.
It's still early days in the evolution of sustainability communications. The strategies and tactics will continue to evolve and likely new leaders will emerge. One thing is certain: those who stick to tried-and-true green marketing approaches will fall further and further behind.
I know Subway still keeps you busy traveling 200 days a year but if you have some spare time, it would be great if you could help the environment, too.