Everybody wants it, everybody claims to have it: sustainability. However, sustainability communication is a very complex undertaking that requires careful consideration and a proper action plan. What are the major pitfalls to avoid and where lay the benefits of establishing a mature roadmap?
For good or worse, it has become common practice to integrate sustainability aspects into all kinds of communication campains. However, the reception of these activities often leaves much to be desired. Time and again colleagues express their concerns about initiatives that present the company in what they perceive to be an overly positive light. Even worse, customers and competitors don’t hesitate to accuse the company of abusing important sustainability topics for greenwashing attempts. Why do audiences seem to have a hard time appreciating these efforts of organizations to show responsibility and contribute to more sustainable business practices and work environments?
Chances are that a certain degree of oversaturation from constant sustainability based marketing strategies can explain some of the criticism. An even bigger factor though could be generic sounding slogans and claims with visuals that lack the necessary customer orientation.
Step 1: Define strategic communication goals
Different from the term “sustainable communication”, which only focuses on sustainability aspects of communication processes themselves, “sustainability communication” describes the act of incorporating sustainability into a larger corporate communication strategy. Therefore, it is essential to include the leading management into the planning process and clarify the framework define the major target groups and goals:
- Health and environmental friendliness have become major factors for employee satisfaction. They give meaning to all types of activities and assignments, even to the most monotone ones.
- Today the simple claim to value sustainability might not convince a larger audience to do business with you. A more specific and well designed strategy however may separate you from the competition and allow you to raise interest or increase customer loyalty.
- Investors and strategic partners understand the importance of sustainability for a modern and successful business strategy. Do your homework and show them that you have a solid business plan.
- Sustainability communication does not necessarily just serve as a tool to alter the image of an organization or a product. Some initiatives can really make a change and inspire employees or customers to start their own activities.
Synergies and contradictions in connection to the general communication strategy need to be identified. A common understanding of the topic needs to be agreed upon and established together with different stakeholders.