Sustainability communication strategies: the good and the bad

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I’ve been reading through a series of articles on CR communication by AHA! found on the Triple Pundit website. Jen Boynton offers some interesting insights in her articles Why Communication Should be at the Heart of Any CSR Strategy, 5 Reasons Why You Need a CSR Communications Roadmap, and Top 10 Mistakes in CSR Communication on how CR communication can help an organization meet its sustainable business objectives.  A few points resonated with me and fall in line with research I’m conducting with sustainability communicators at large corporations in the US. This group of passionate communicators loves to talk about their companies’ sustainability efforts, but they’re also candid about the struggles of communicating complex issues to sometimes apathetic and sometimes hostile audiences.

So, here are a few thoughts that I would pass along from Boynton’s articles and from my own experiences. First, if you’ve done something, say it. I’m always surprised when sustainability reputation and reality don’t match. In fact, I’ve talked with a number of companies that the public ranks poorly in sustainability, but the real numbers tell another story. In this case, the companies need to be the ones telling the story. But, often these organizations are afraid of greenwashing, so they err on the side of working quietly behind the scenes. Though this is an honorable approach to sustainability activities, it isn’t helping the companies gain the reputation that they deserve. Transparency can help prevent greenwashing and still let companies tell their story.

However, let’s be honest; not everyone cares about your sustainability efforts as much as you do. Frankly, most people only pay attention when a company is causing harm to the environment. They really don’t care that the company reduced its carbon impact or uses less water in its production processes. They just expect that kind of activity from corporations. So, spending inordinate amounts of time and effort to reach a broad audience with messages of sustainable business practices may not be the best use of resources. Rather, these audiences may want to know about your cause marketing efforts toward environmental issues.

But, some audiences do care. Advocacy groups, local government leaders, community members, and employees want to know about the efforts companies are making to minimize their impact on the environment, so take time to talk with these audiences and listen to what they have to say about your actions. This will build trust and openness in the relationship and lead to long-term gains in reputation.

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