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Even the best sustainability work gets counted only when it’s communicated Sustainability issues are often complex and sometimes controversial. In addition, high demands are placed on credibility and people often distrust the information that companies give out about themselves. This places high demands on the communication of sustainability, environmental, climate change, ethical and social issues. Communication of sustainability issues The way you choose to communicate depends on your aims. You may want your business to generally be perceived as more attractive or more specialised, for example, to encourage a new customer group to buy organically labelled food. Business communication must match these aims. Successful communication on sustainability issues builds on the following factors and more: Know yourself: What are your most important sustainability facts? What are your values? Know your target audience/customer: What does she know? What are her views? Dare to have opinions: customers like businesses with opinions, even if they don't share them. Integrate your sustainability message in all communication. No green wash (communicating environmental responsibility without having any foundation for your claims) Examples of what we do: Stakeholder dialogue forums By gathering stakeholders in a dialogue forum, you have the chance both to communicate/spread your message and to take in important points of view. Environmental and sustainability reporting These reports often have at least two functions – as a tool in the process of working with sustainability issues and as a communication task. Different companies place different emphasis on these two functions, but common factors are the opportunity to gain control over internal reporting, to develop reporting, both the process itself, the contents and the design. Relations with mass media Positive reports of your work with sustainability issues in mass media have unrivalled credibility. But being really good with sustainability issues is not enough; you must be equally strong at building relations with the mass media. The web and intranets Interactive media have many qualities that are very well suited to communication on sustainability issues. PR and sponsoring This is about building positive relations with the world around you. It could be anything from sponsorship of a local wetland project to financing teaching material for high schools. Events A successful way of creating interest and awareness of your own work with sustainability issues is to hold events, for example, events in shops, exhibitions, nature trails or personal meetings. We would love to tell you more about this work. Our contact details are found under 'Contact' in the left hand menu. |
