Brand sustainability starts with strategic communications

Sustainable business is no longer the unique selling proposition of a handful of environmentally conscious organizations. Household names may be leading the way — pioneering outdoor clothing brand Patagonia built its reputation on “an unflinching sense of purpose”, IKEA has placed sustainability front and foremost of its new strategic goals and Unilever has pledged to reach net zero across its value chain by 2039 — but where the global giants lead, others inevitably follow. 

In the pursuit of sustainability, a major challenge for companies is to communicate their commitments effectively while reassuring customers that the only thing that will change about their product is its reduced impact on the environment. As well as providing comfort to customers, businesses of all sizes have a moral responsibility to inspire them to improve their own sustainability practices.  

Ivana Casaburi, Academic Director of the CEMS Master in International Management at Esade Associate Professor of Marketing, has outlined the key areas brands should consider when developing communications strategies in line with sustainability goals. Writing in Harvard Deusto Business Review, Casaburi offers 10 tips for effective sustainability communications, along with case studies from smaller businesses that may not have made headlines but are certainly making an impact. 

1. Integrate a sustainability culture 

True cultural impact requires much more than mail-outs and annual reports. A strong culture of sustainability should run throughout the organization and lead all communications activity. 

2. Tell a story 

A coherent narrative with emotional and authentic storytelling will forge a strong connection with target audiences and markets. Telling the stories of the people behind the products will help to drive home the positive impact of sustainability efforts.  

3. Interact with the audience 

Interactive platforms and social media are essential tools for two-way communication with stakeholders. Creating a strong community is a key strategic aspect of sharing sustainable values.  

4. Make it visual 

All effective communication strategies involve more than just words. Infographics and videos communicate complex messaging clearly and leave a lasting impact. Illustrating environmental benefits, sustainable production processes and achievements will help audiences to retain (and act on) essential information. 

5. Exploit technology 

Stay abreast of all new technology to identify and exploit new ways to interact with employees, stakeholders and target markets. Explore new opportunities and channels while utilizing existing platforms to maximize the reach of campaigns. 

6. Create immersive experiences 

Virtual reality experiences that allow users to experience the impact of climate change or explore conservation projects can really drive home the sustainability message. Immersive experiences trigger a deeper understanding of issues and prompt empathetic responses.  

7. Link actions to goals 

Sustainability goals must be defined to be pursued and measured to ensure they’re effective. The direct and indirect impact of all sustainability strategies should be assessed, from the company waste management policy to employee engagement. 

8. Relate to the bigger picture 

Setting achievable sustainability standards is a process unique to individual organizations, but establishing goals in alignment with global frameworks such as the United Nations Sustainable Development Goals helps provide a clear focus and reinforces commitment. 

9. Measure everything 

As well as measuring the impact of communications to monitor which campaigns and channels work for each individual business, the system must also capture the impact of sustainable operations. Key performance indicators could include CO2 emissions, carbon footprint, water efficiency and workplace diversity. 

10. Assess impact  

Impact assessment is essential to identify the effectiveness of any sustainability strategy. Data-driven technology that collects, analyzes and reports impact using clear visualizations can be shared with stakeholders and audiences, as well as used to make ongoing adjustments to ensure goals are being reached. 

The brands controlling the narrative 

Established brands may have a global platform, but start-ups can create impact from the ground up. These companies aren’t household names, but they’re setting sustainable standards in their sectors by creating compelling narratives to support their products: 

• Footwear company Allbirds has added carbon labels to its products to educate consumers about the environmental impact of their purchases — and show the infamous fast-fashion industry how it’s done. 
• Beyond Meat products are 100% vegetarian but look and taste like the real thing. Strategic communications collaborations with supermarkets and fast-food chains have altered public perception of the products and presented them as a more environmentally friendly option. 
• The communications strategy of sustainable material producer Evocativo focuses on highlighting the versatile applications of its mushroom-derived materials. With eco-friendly packaging and environmentally friendly, vegetable-based textiles, the company is encouraging industry players to make sustainable choices. 

Armed with these practical recommendations and examples of sustainability innovators, marketing managers should have a clear direction for sustainable communications.