Kicking the ESG Spotlight communication Series off, we'll explore why mastering the art of sustainability communication is more than just a nice-to-have — it's a must-do in today’s eco-conscious world. From building trust with your audience to standing out in a sea of “green”, we're unpacking the whys behind the words. Ready to elevate your sustainability narrative? Let's get started and discover how powerful communication can bridge the gap between intention and impact, making sustainability the heart of your story. Stay tuned, because this is just the beginning of a journey that will redefine the way you talk about your sustainability challenges and successes!
In the grand scheme of business, Sustainability continues to be the buzzword du jour. Companies are diving headfirst into sustainable practices, and that’s where marketing steps onto the scene – how do you let customers know about it? To unravel this big topic, we sat down for a chat with Sarah Meyer, a pro in Digital Marketing. With a track record spanning retail, pharma, and consulting, she's the maestro of infusing sustainability into the heart of marketing teams.
So, why spill the beans about sustainability efforts? It's not just about being a good corporate citizen; it's a strategic move with a whole bunch of benefits. As consumers, especially eco-conscious Gen Z, expect companies to be “green”, talking about sustainability is non-negotiable. Externally, it helps align with what consumers care about and provides a competitive edge. Internally, a company needs to pinpoint its sustainable goals, educate customers if they're not in the know, and start with the WHY – why sustainability matters to the company.
But here's a catch Sarah Meyer pointed out: some companies do cool sustainable stuff but keep it on the down-low. Why? Fear of criticism. One example: a construction company recycling old building materials -a great thing to do- hesitated to tell the world about it because not everything they did in the rest of its operations was sustainable. Perfect was indeed the enemy of good.
Now, what should a company shout about? Sarah says, “be clear about your commitment, be transparent about industry challenges, and make sure your sustainability actions aren't just for show – they're part of a smart long-term plan that aligns with the company’s core values.”
So, how should a company broadcast their sustainability actions and what rules to follow? Sarah emphasized that the HOW is easy – be honest, admit challenges, and follow the legal rules to avoid a PR disaster. Remember Volkswagen's diesel mess? Yeah, you don't want that.
And, if you are wondering about the benefits of shouting about sustainability? Well, there are big ones:
- Awesome Reputation: People love companies that care about the planet. Take Ben & Jerry's – they're not just ice cream; they're a symbol of doing good. The same can be said about Patagonia; you might not know their products, but you know what they stand for.
- Beating the Competition: With so many choices, people pick brands that match their values. TOMS Shoes does this well with their "One for One" idea – buy shoes, give shoes. TOMS might not be the biggest shoe company, but its consumers are sincerely proud to be associated with the brand.
- Happy Employees: Inside the company, making efforts to be sustainable makes employees happy and loyal. Salesforce is a cool example – they're all about sustainability and philanthropy, and their employees love it.
- No Crises, Please: Talking about sustainability can save a company from trouble. IKEA talks openly about their sustainable efforts, acknowledging challenges to avoiding criticism. But keep in mind, it must be an honest message you are passing along to consumers!
- Fans, Not Just Customers: Brands doing good stuff get fans who shout about them. Tesla is a big example – people love their electric cars and it was what the brand stood for, more than its cars, that skyrocketed brand value. If a brand has fans, those will in turn bring more consumers/fans-to-be along
Now, matching what customers expect is key. But how? Again here, alignment of values and interest between consumers and companies is key! No matter how many sustainable activities your company has embarked on, if they don't align with the consumers values and interest they will not care. How do you do that, you ask? Here is what Sarah Meyer emphasized you should be doing:
- Ask Customers What They Want: Keep asking what customers think about sustainability. Use surveys, polls, or just talk to them. Build an honest relationship and stay in the loop. Consumer interest can change, be sure to keep an open conversation.
- Do What They Care About: Focus on what your customers really care about. Ecover, a cleaning company, does this by using eco-friendly ingredients and packaging and conveying a message in a way that speaks directly to their consumer interest and core values. Understanding what your consumers truly are passionate about and deciphering how your company can speak to those values is the key for success.
- Educate Them: If they don't know much about your sustainable efforts, teach them. H&M does it with their "Conscious Collection," showing how they make things sustainably and bringing their customers along in their sustainable journey.
- Team Up with Cool People: Partner with influencers or ambassadors who share your customers' values. Puma did it with Cara Delevingne, a model who loves the planet and is an ambassador for a more sustainable world.
- Be Transparent: Keep telling everyone how you're doing on the sustainable front. While there are many companies doing this, Unilever excels at this with their Sustainable Living Plan, a report on what they're doing, including being honest about their challenges and ambitions.
- Look Good and Have Fun: Make your products and packaging scream sustainability. Lush, a cosmetics brand, keeps it minimal and shouts about being cruelty-free. And guess what? Oatly jazzes up their packaging with humor, making being sustainable fun. It's like turning a serious topic into a happy experience.
As you can see, sustainability isn't just a nice addition to a brand—it's like a superpower that makes your brand stand out. When you mix sustainability with other strong claims about your product, it can totally transform how people see and like your brand. During our conversation, Sarah Meyer summed it up best, “Successful sustainability messages are the ones that speak to everyone, no matter who they are. The best sustainability claims are the ones that show being “eco-friendly” is good for you personally, not just for the planet. It's not a choice between 'me' and 'we' – it's both.” So, if brands want to do well in the world of sustainability, they need to really understand their product, what category it's in, and who's buying it. It's like connecting the message to the heart of what your product is all about.
Finally, Sarah Meyer left us with a tip: "Avoid using complicated words when talking about sustainability. Keep it simple so everyone can get it. And don't just talk about saving the world; talk about how being sustainable can make people's own lives better."
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Instead of merely discussing saving the world, link your message to how it can positively impact people's lives.
That's the real game-changer. So, by following these smart moves, companies won't just meet customer expectations – they'll go above and beyond, creating fans who really love the brand.
Next in our series, we will pick Sarah Meyer’s brain for Do’s and Don’ts, so you can be confident enough to plan a sustainability communication strategy that reaches the hearth of your customers and enhances the value of your brand. Stay tuned and gear up to give your sustainability communications a makeover that Mother Earth would be proud of.
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