In this article, we present 5+1 essential tips for transparent sustainability communications. How can you effectively communicate sustainability while avoiding the pitfalls of greenwashing?
Consumer values are increasingly centered around sustainability, and this shift is mirrored in the expectations placed on corporate sustainability efforts. Accountability is now required not only of large corporations but also of smaller businesses. The need for transparency in corporate sustainability communications is highlighted by the reality that more than 50% of people doubt the veracity of corporate sustainability claims and activities, frequently viewing them as little more than greenwashing.
The concept of sustainability has already become mainstream in advertising. The question then becomes how to distinguish oneself and build trust with consumers? For companies just embarking on their journey in corporate sustainability communications, the quandary often revolves around where and how to initiate this endeavor.
In this article, we have compiled a few tips on how to communicate sustainability and steer clear of greenwashing.
1) Define the company’s role as a sustainability communicator
It is prudent to be aware of prevailing sustainability themes addressed by other companies in your industry. Equally important is considering your company’s role in the broader sustainability landscape. Think about the ways in which your company can become a leader in your sector. What existing mechanisms are in place to ensure corporate responsibility? What processes can be improved, and what areas of your operations require further clarification?
2) Choose your target objectives
From a strategic standpoint, it is imperative to decide the role your company wishes to assume regarding sustainability within your industry. Are you just a reactionary that adwhoses grievances when stakeholders raise concerns? Do you aspire to revolutionize the industry’s sustainability culture and set new standards for your peers? Or does your role fall somewhere in between these extremes? Once your role is defined, it becomes simpler to establish concrete corporate sustainability goals.
3) Make accountability a part of your strategy
Actions are the core of sustainability communication. Credible sustainability communication is impossible without substantive actions. Understanding the impacts of your business is pivotal for undertaking these actions. Therefore, it is important to incorporate sustainability into your business strategy.
It is crucial to take into account the entire value chain, including the final disposal of products and the expectations of stakeholders. Appointing individuals to champion sustainability initiatives and ensuring that the company’s board of directors is aligned with the sustainability program is equally vital.
It is therefore essential to establish channels of communication for the individual responsible for sustainability communications, such as procurement, logistics, and quality control.
4) Identify sustainability themes
If you are at the initial stages of your sustainability journey, a transparent approach is to communicate your corporate sustainability commitments and goals. This is also a good time to articulate the company’s updated sustainability-related values. Why have you chosen to take action now, and what are the driving factors behind this decision?
Sustainability efforts should be rooted in your business values, with the CEO playing a pivotal role in defining these values. Summarize the main messages related to these values. Your company’s sustainability work should focus on issues that are directly related to your operations.
Avoid the path of least resistance; refrain from selecting sustainability themes purely for their corporate appeal. Instead, focus earnestly on sustainability themes that significantly impact your operations. Establish a comprehensive corporate sustainability program to facilitate this.
5) Design sustainability communication what, where, when?
What is being communicated about sustainability, in which channels and when? In the planning of communication, take into account the current topics and sustainable development theme days that resonate with people. Take a distinctive and engaging tone with your communication: if all companies in the industry talk about their carbon neutrality goals, then communicate concretely what you know about your emissions and what plans your company has to reduce them.
When drafting a sustainability report, pinpoint your primary audience. Consumers appreciate a concrete approach to sustainability communication. Enhance concreteness by elucidating reported metrics with practical examples and by elucidating the relevance of these figures to your business. Are the measured figures high or low compared to your industry? How much did your emissions decrease by making logistics more efficient and what is the reduction comparable to?
Leverage the wealth of valuable content in your sustainability report to bolster your communication efforts. This content can be effectively utilized on your company’s social media platforms and website. Maximize the utility of the information and the work dedicated to sustainability!
+1 Reconfigure internal communication
It is paramount that your entire organization comprehends the rationale behind initiating corporate sustainability efforts and the objectives they aim to achieve. Internal communication is important to make accountability a reality throughout the organization. Em Employees must be well-versed in the core messages of the sustainability program, enabling them to effectively address stakeholder inquiries from their unique vantage points and ensuring the uniformity of the company’s message.Internal communication and staff training should be integral components of your sustainability program.. By elucidating to stakeholders how the company’s tangible sustainability actions are intertwined with different job descriptions, employees can harmonize their roles with sustainability principles, fostering a sense of purpose. Thus, sustainability communication can also enhance work motivation and encourage employees to innovate within their roles and operations.
Please contact us if you would require guidance on transparent sustainability communications. Let’s design a sustainability program tailored to your needs, construct a comprehensive sustainability report, and devise an effective plan for implementing sustainability communication!