In it he suggests that companies of all sizes consider their published accounts as part of their marketing, and own them in the same way they would any other part of their marketing collateral.
I agree. Your promise isn't just superficial fluff, it's the essence of who you are and the change you seek to make in the world. It should be reflected in everything you do, even the parts many people don't see.
How you do one thing is how you do everything. Dissonance undermines trust.