How can you use communication to promote sustainability?

1 Why communicate sustainability?

Sustainability is not only a moral duty, but also a competitive advantage. Customers, investors, employees, and other stakeholders are increasingly looking for businesses that are environmentally and socially responsible. Communicating your sustainability efforts can help you build trust, loyalty, and reputation. It can also inspire others to join your cause and make a positive impact.

2 How to communicate sustainability effectively?

To communicate sustainability effectively, you need to follow some basic principles. First, be clear and consistent about your sustainability vision, mission, and strategy. Explain what you do, why you do it, and how you measure it. Second, be honest and transparent about your sustainability performance, challenges, and opportunities. Avoid greenwashing, which is making false or exaggerated claims about your environmental or social benefits. Third, be relevant and engaging to your audience. Use stories, examples, and emotions to connect with their values, interests, and needs. Tailor your message and tone to different channels and platforms.

3 How to communicate sustainability internally?

Communicating sustainability internally is an absolute necessity to build a culture of sustainability in your organization. It can help align your employees with your sustainability objectives, motivate them to adopt sustainable practices, and give them the opportunity to contribute to your sustainability initiatives. To communicate sustainability internally, you can employ a variety of tactics, such as creating a sustainability newsletter, blog, or intranet to disseminate updates, accomplishments, and best practices. You could also organize sustainability workshops, trainings, or webinars to educate and inform your employees. Additionally, launching sustainability campaigns, challenges, or awards can inspire and recognize your employees. Moreover, you should invite feedback, suggestions, or ideas from your employees to enhance your sustainability performance.

4 How to communicate sustainability externally?

Communicating sustainability externally is important for a variety of reasons, such as showcasing your sustainability credentials, attracting and retaining customers and partners, and enhancing your brand image. It can also help you raise awareness, influence opinions, and drive change in your industry and society. To effectively communicate sustainability externally, consider developing a sustainability report, website, or brochure to highlight your sustainability policies, programs, and outcomes. You can also use social media, blogs, podcasts, or videos to share your sustainability stories, insights, and achievements. Additionally, participating in sustainability events, forums, or networks can help you network and collaborate with other sustainability leaders and stakeholders. Finally, seeking sustainability certifications, accreditations, or awards can validate and differentiate your sustainability performance.

6 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?