Sustainability communication
More businesses should demonstrate how they contribute to socially, financially and environmentally sustainable development.
We believe that sustainability communication contributes to positive social development. A business that talks about its sustainability work strengthens its brand, inspires others and drives sustainability work forward.
10 tips on sustainability communication
Here are Westander’s 10 tips on sustainability communication.
1. Avoid greenmuting
Some businesses hide their green credentials for fear of criticism. Businesses that instead talk openly about their sustainability work strengthen their brand, inspire others and drive sustainability work forward.
2. Get started
Do not wait until you are completely satisfied and 100 percent sustainable before communicating. If you do, you will never get started. A clear direction and honest ambitions create trust and inspire others.
3. Formulate your sustainability
Formulate what sustainability means to your company and why it is important. You can take guidelines, principles and global targets as your starting point, but link them to the opportunities and challenges faced by your particular business.
4. Dig where you stand
Do not confuse sustainability with charity. Sustainability work should start with your core operations, and should characterise everything you do.
5. Involve more people
Encourage your employees, customers and partners to contribute. Benefit from their involvement to make your company’s sustainability work even better.
6. Demonstrate social benefit
Explain how your sustainability work contributes to positive social development. This strengthens internal understanding and makes your operations more relevant to others.
7. Explain what you do
Keep explaining what you do when it comes to sustainability, whether on a small or large scale. Set measurable targets and publicise the results. This shows that you take these issues seriously.
8. Report your sustainability work
A sustainability report should demonstrate both how sustainable your operations are and which challenges you face. Map out where work remains to be done, and invite questions and opinions.
9. Keep it simple
Always strive to describe your work as simply and comprehensibly as possible. Avoid jargon, technical details and abbreviations.
10. Be open
Openness is the best way to build credibility. Also talk about the less positive aspects of your operations and what you are doing in concrete terms to rectify them.
More from our pr handbook
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Leadership
Branding
Target group analysis
Climate lobbying
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Why public debate?
A business that participates in public debate builds its brand, strengthens its corporate culture, deepens its customer relationships, identifies new business opportunities and becomes more attractive as an employer.
About Westander
We do not compete on low price, but on high quality and satisfied clients. Over the past ten years, we have won more customer surveys than any other Swedish PR agency.
Other PR agencies
Are we the right PR partner for you? If not, you should contact another agency. By working with a PR agency, you can strengthen your communication with structure, drive and an external perspective.