Step 3: Assess your sustainability performance
Before taking action it usually is a good idea to make a list and evaluate an organization’s current sustainability performance against the relevant target groups’ needs. A comprehensive assessment can be part of a corporate sustainability report that usually answers many of the relevant questions and more. However, not every organization has the ressources to produce such a report and build a communication campaign around it. Focusing on specific aspects and objectives for the assessment and planned improvements usually increases efficiency and the success rate. Installed solar panels on a regional level f. ex. can have a positive impact on your own energy mix, but also serve as source for the community.
Using this piece of information, however, could fail to convince stakeholders on an international level, especially if they’re interested in other factors like environmentally friendly supply chains or fair trade.
Step 4: Smart communication concepts and compelling messages
After reaching a certain level of awareness of your target group’s priorities and your organization’s strengths and weaknesses you are then prepared to work out a solid communication strategy. Content, media and distribution channels should be chosen according to your audience’s habits and interests. If you want to address different types of stakeholder groups then it makes sense to customize your strategy accordingly. This approach increases the chance of accomplishing the greatest possible impact and it helps to avoid misunderstandings.
Employees for example can be briefed about new initiatives in more detail with workshops and on a dedicated intranet page. Consumers on the other hand might be asking for a more concise and easily accessible way of communication in a video on social media.
Successful communication strategies usually manage to present a congruent storyline that establishes a direct connection between the product or company and it’s contributions to a sustainabile future on a higher meaningful level.
One good example is the recent rebranding campaign launched by sodastream, the market leader for sparkling water makers. With the claim “Push for Better” the Israelian company highlighted its product’s inherent sustainability aspects. Enabling its customers to produce sparkling water at home for many years already sodastream decided to position its product as a key driver for the reduction of waste and pollution caused by plastic bottles. The repositioning included a new logo icon, new imagery and a funding campaign for the nonprofit SEE Turtles conservation with David Hasselhoff as an ambassador. By altering their complete brand identity and advocating for change together on a greater scale the company managed to evoke emotions and created a vision of inclusivity. Critical voices, however, referred to the CO2 footprint of the sparkling water makers themselves, that required a certain amount of water units to be produced by the consumer to reach net zero.
Clearly stating the intentions is the first step in conveying sustainability. The following step is to frequently update others on the state of sustainability efforts and the progress being made. Companies must support whatever claim they make if they want to avoid being accused of greenwashing. They can do this by demonstrating the actual results of their corporate actions on society and the environment. An organization’s communication should not merely highlight its triumphs because sustained growth is ongoing. Instead, openly explaining temporary shortcomings and partial success can increase support from the public and credibility, especially if there is still work to be done.