While in Detroit for Sustainable Brands, CR Magazine spoke with Robert Zimmerman, director of WaSH (water, sanitation, and hygiene (WaSH) products for Kohler. Rob leads Kohler's efforts to develop water, sanitation, and hygiene (WaSH) products and services for underserved markets globally. CRMag: As a practitioner, how does telling the Corporate Responsibility (CR) story feel different from everyday sales & marketing? Robert Zimmerman: We look at communicating Kohler’s corporate responsibility program (what we call our “Believing in Better” focus) as a long-term relationship-building strategy with our customers and key stakeholders. It’s the story behind our products: The community stewardship and environmental sustainability aspects that are a legacy of the company. Our customers expect us to do the right thing, that’s what it comes down to, and it’s important that we let them know what we are doing to preserve the environment and support our communities.