8 out of 10 consumers consider sustainability important or very important, yet many companies do not know how to communicate well about the sustainability work they do.
For how much self-praise is too much? What principles should you follow? And how do you find the legendary “Bliss” point? Below you will find our 7 best tips on the way to creating an effective strategy for sustainability communication.
1. Find «The Bliss Point»
If you only communicate what you think the customers want, you will be perceived as opportunistic. If, on the other hand, you only tell about what is important to your business, you will appear self-centered and introverted. At the same time, typical socially relevant issues may be too far removed from the core business, and an attempt to link to them will be perceived as greenwashing. The solution is to find what we call “The Bliss Point” – the point where the interests of customers, business and society meet. It is only then that communication becomes interesting, relevant and substantial.
2. The employees are your most important ambassadors
Internal communication is an important part of a good sustainability strategy. When employees are included in the process, the sense of responsibility will increase, and the entire company is committed to achieving real change. Proud and satisfied employees are the most important and genuine ambassadors.
3. Do not brag that things are as before
Your business may have a long tradition of production methods, products or standards that can now be categorized under the Sustainability Measures tab, but you should be careful about communicating this as something new. The danger is that you are perceived as someone who chooses easy solutions instead of taking action to get better.
4. No principle equals no power
Choose some principles that govern sustainability communication, such as “open” and “concrete”. These include being clear on what you are not doing well enough, explaining the priorities you are making in the future, and communicating openly about results – good and bad. The principles should guide the entire business, and not just the top management or the advertising department.
5. Choose investment areas carefully
It is important to focus the sustainability efforts and communication in areas where the business can make a difference. Although the UN’s sustainability goals are a good framework, they contain several contradictions that you must address. Among other things, good environmental measures are not necessarily good climate measures and vice versa. You should therefore concentrate on the goals that are most relevant and cover areas that are close to the business.
6. No need to throw away the toolbox
If you have an overall communication strategy, then the chances are high that you also have tools and processes available that you know well from before. Bring these into your sustainability communication and utilize the expertise your business already has.
7. Set specific goals
Abstract measures are difficult to quantify. Be specific and clear and time the goals so you always have something to refer to during the work. Good measurements help to increase knowledge of what works and what does not, and in this way, you can optimize the measures and communication continuously.
Want to know more about sustainability communication? At Gambit H+K, we focus on sustainability, both internally and on behalf of our clients. Contact us for a chat about how we can help lift your business.
Maybe you have replaced plastic with more environmentally friendly alternatives. If so, it’s time to create a strategy for sustainability communication.