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Proven business communication principles such as the 5Cs (Courtesy, Clarity, Concise-ness, Concreteness, Correctness) are equally important in sustainability communication. They ensure key messages are conveyed to the right audience in the most effective manner. Courtesy is spotlighting audience benefits, cultivating a “you” attitude”, sounding conversational but professional, using positive and inclusive language and preferring plain English with familiar words. Clarity is knowing when to use the active-voice verbs versus the passive-voice verbs, having balanced writing with parallelism and avoiding dangling or misplaced modifiers. Concise-ness is reducing wordy phrases, long lead-ins, outdated expressions, needless adverbs, fillers and repetitious words. Concreteness is using precise verbs, concrete nouns and vivid adjectives. Correctness is correcting all grammatical, spelling and punctuation errors. Completeness is ensuring all necessary information are included and all questions are answered.