A new report by UK-based analyst firm Verdantix says most companies have inadequate budgets for sustainability communications and are running risks by failing to integrate sustainability themes into their brand identities. The report, “Rethinking Sustainability: Brand Risks and Opportunities,” identifies five archetypes of how companies communicate about sustainability. For Purists, such as Patagonia, sustainability is the corporate brand. Explorers, such as IBM, GE and Marks & Spencer, integrate sustainability into the corporate brand and communicate about the firm’s sustainability practices to a wide audience. Advocates are firms that aim sustainability communications narrowly at just two groups — employees and sustainability opinion leaders — and manage sustainability communicates separately from corporate communications; McDonalds, Samsung and Tesco are examples. Reactionists are firms whose primary communication about sustainability takes the form of responding to crises. As an example, the report cites Mattel, which was the subject of a funny and effective attack by Greenpeace in 2011. Nothingists, as the inelegant name suggests, do not communicate about sustainability at all. Verdantix tags WIndstream, a U.S. telecommunications provider, with the Nothingist label.