In this unavoidable context, the relationship between communication and sustainability becomes crucial both for the positioning of brands and for the corporate reputation of companies and the financial solvency of their projects.
Accepting this reality involves profound changes in all facets of business communication, both internal and external, to promote an image of transparency, credibility and coherence with values of sustainability that, increasingly, are becoming more professional, punishing greenwashing practices. Communication must be aligned with the concrete actions that the company takes in terms of sustainability and take into account all its stakeholders.
Is it good to announce that a new product will achieve a reduction in greenhouse gas emissions? Of course, but only if we can demonstrate it through ad hoc indicators and external verification or certification. In addition, it must be met for the entire value chain of said product: from the manufacturing process of the components that are purchased from suppliers to the consumption that our customers will make of that product.
In addition, responsible corporate communication is a long-term commitment. Companies must demonstrate a continuous dedication to improving and advancing their sustainable practices over time. A logo may go out of style and change after a few years, but a communicated environmental commitment must be truly linked to the business model itself.
And this can be seen very well in crisis communications, when the unexpected creates a problem for a brand and the doors of hell open up for negative criticism. Because sustainability must also be a risk management model that, when done well and communicated well, when it is anticipated, precautionary principles are followed and there are clear policies and responsibilities, manages to better overcome those moments of crisis that may come.
Finally, I propose to the reader five tips for achieving a better impact of sustainability communication:
- Let's manage corporate reputation by truly embracing the values that are communicated, both internally and externally. The message must be rooted in the way we work.
- Let's participate in public dialogues on issues that are material for our brand and take into account all the feedback from all interest groups and intersectoral associations. Because questions are always more important than answers, as reflected in Nasdaq's “Rewrite Tomorrow” campaign for a better world.
- Let's work on social and environmental challenges from the outset of the development of a new product or service, and not just at the moment of communicating it. Let's not start the house on the roof.
- Let's assume that our brand image is conditioned by its entire value chain, from the suppliers of our suppliers to the final distributor, and not just by the company's internal processes. The customer consumes the brand, regardless of the company's outsourcing strategy.
- Let's audit, verify or certify the sustainability metrics of our products and services before communicating them and make sure we use standards comparable to the competition.
-
Emilio Vera Martín
Sigma Rocket senior consultant
