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You’re in a sustainability career. How can you better understand the needs of your stakeholders?

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If you work in sustainability, you know that your actions have an impact on the environment, society, and the economy. But do you also know how to communicate effectively with your stakeholders, who may have different interests, expectations, and perspectives? Understanding the needs of your stakeholders is not only a matter of corporate social responsibility, but also a key skill for your career success. Here are some tips on how to develop your emotional intelligence and build trust with your stakeholders.

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Sina Es'hagh

Communication Manager & Board member At "?????? ????? ?????? ????"
Angel Ericsson Chavez Yerren

Coordinador General de Intervención Social en Saneamiento | Construcción | Relaciones Comunitarias | Gestión de…

1 Identify your stakeholders

The first step is to identify who your stakeholders are and what they care about. Stakeholders are any individuals or groups that are affected by or can influence your sustainability goals and activities. They may include customers, employees, investors, suppliers, regulators, communities, NGOs, media, and competitors. To identify your stakeholders, you can use tools such as stakeholder mapping, analysis, and engagement. These tools help you understand the level of interest, influence, and impact of each stakeholder group, as well as their needs, concerns, and expectations.

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Amitav Bhattacharjee

Founder & CEO at TechAsia Lab, Independent Director, SDG, ESG, CSR, Sustainability practitioner!
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Bridge the stakeholder gap! Actively listen to their concerns and priorities. Conduct surveys, hold focus groups, or schedule one-on-one meetings to understand their perspectives on sustainability. Tailor your communication to resonate with each stakeholder group; provide financial metrics for investors, environmental impact for NGOs, and employee well-being for your team. By fostering open communication and building empathy, you'll gain a deeper understanding of stakeholder needs and craft sustainability solutions with broader support.

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Angel Ericsson Chavez Yerren

Coordinador General de Intervención Social en Saneamiento | Construcción | Relaciones Comunitarias | Gestión de conflictos
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Thoroughly research to pinpoint all parties affected by sustainability efforts, including direct and indirect stakeholders like employees, customers, regulatory bodies, and advocacy groups.

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2 Listen actively

The second step is to listen actively to your stakeholders and show empathy. Listening actively means paying attention to what they say, how they say it, and what they don't say. It also means asking open-ended questions, clarifying misunderstandings, summarizing key points, and acknowledging emotions. Listening actively helps you build rapport, show respect, and gain insight into your stakeholders' perspectives and motivations. It also helps you identify potential conflicts, risks, and opportunities for collaboration.

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Angel Ericsson Chavez Yerren

Coordinador General de Intervención Social en Saneamiento | Construcción | Relaciones Comunitarias | Gestión de conflictos
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Pay attention to their concerns, ideas, and perspectives to understand their needs and priorities. Prioritize empathy 100% of the time

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3 Communicate clearly

The third step is to communicate clearly with your stakeholders and tailor your message to their needs. Communicating clearly means using simple, concise, and accurate language, avoiding jargon and acronyms, and providing relevant and reliable information. It also means using appropriate channels, formats, and tones, depending on the context and purpose of your communication. Communicating clearly helps you inform, persuade, or inspire your stakeholders, as well as demonstrate your credibility, transparency, and accountability.

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Angel Ericsson Chavez Yerren

Coordinador General de Intervención Social en Saneamiento | Construcción | Relaciones Comunitarias | Gestión de conflictos
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Convey your messages clearly and effectively, ensuring that your actions and plans align with the expectations and needs of your stakeholders.

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4 Adapt to diversity

The fourth step is to adapt to the diversity of your stakeholders and respect their differences. Diversity means recognizing and valuing the variety of backgrounds, cultures, beliefs, values, and preferences of your stakeholders. It also means being aware of your own biases, assumptions, and stereotypes, and how they may affect your communication and relationships. Adapting to diversity helps you avoid misunderstandings, conflicts, and offenses, as well as foster inclusion, collaboration, and innovation.

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5 Manage emotions

The fifth step is to manage your own emotions and those of your stakeholders in a constructive way. Emotions are natural and inevitable reactions to situations and events that affect your sustainability work. They can be positive or negative, and they can influence your thoughts, decisions, and actions. Managing emotions means being aware of your own emotions and those of your stakeholders, expressing them appropriately, regulating them effectively, and using them strategically. Managing emotions helps you cope with stress, challenges, and changes, as well as motivate, influence, and support your stakeholders.

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6 Seek feedback

The sixth step is to seek feedback from your stakeholders and use it to improve your performance and relationships. Feedback is any information that you receive from your stakeholders about your sustainability work, such as opinions, suggestions, compliments, or complaints. Seeking feedback means asking for, listening to, and accepting feedback, both positive and negative, from your stakeholders. It also means acting on feedback, by acknowledging it, thanking it, implementing it, or explaining why not. Seeking feedback helps you learn from your mistakes, celebrate your achievements, and meet your stakeholders' needs and expectations.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Sina Es'hagh

Communication Manager & Board member At "?????? ????? ?????? ????"
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Joint activities with stakeholders can also be effective. For example, advertising, sport or cultural campaigns with the participation of stakeholders can be suitable. Events and campaigns can bring more closeness between the company and the stakeholders. And the result of this close communication with the stakeholders will be a better understanding and recognition of their needs. Also, hiring people from local communities among the employees can make the company familiar with the needs and expectations of the surrounding community. On the other hand, interaction with the government should not be forgotten. Using government statistics and data can give us a more accurate view of social needs.

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You’re in a sustainability career. How can you better understand the needs of your stakeholders?

1

2

3

4

5

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1 Identify your stakeholders

2 Listen actively

3 Communicate clearly

4 Adapt to diversity

5 Manage emotions

6 Seek feedback

7 Here’s what else to consider

Corporate Social Responsibility

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You’re in a sustainability career. How can you better understand the needs of your stakeholders?

1

2

3

4

5

6

7

1 Identify your stakeholders

2 Listen actively

3 Communicate clearly

4 Adapt to diversity

5 Manage emotions

6 Seek feedback

7 Here’s what else to consider

Corporate Social Responsibility

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感谢您的反馈

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