Sustainability communication – you can’t do without it!

Sustainability as a decision-making criterion

Sustainability has become a key factor in a company’s public image. Customers and shareholders expect genuinely sustainable development. When it comes to recruitment and the ‘war for talent’, prospective employees want to know from their potential employers how sustainably they operate. How sustainable a company is can also be a deciding factor in client acquisition. More and more clients are incorporating relevant evidence into their supplier assessments. However, one thing is also clear: without sustainability being embedded in corporate goals and strategy, and with support from management, it is difficult to communicate sustainability authentically.

No greenwashing, please

Advertising and marketing campaigns flood us with green promises. As a result, the suspicion that it’s all just empty rhetoric hangs over any sustainability communication. The key point, therefore, is this: no greenwashing – transparency is what’s needed. Employees, customers and other stakeholders want authentic communication about measurable efforts that have a positive impact on the environment and society. Even ‘fuck-ups’ and ‘lessons learnt’ are welcome, because sustainability is a challenge for everyone. Those who talk about and share their experiences not only expand their network but also strengthen the movement. Many people expressly want companies to take a stand – even on critical issues.

Showcasing people and their commitment

So the message is: communicate actively, take a stand and let your actions speak for themselves – don’t just pay lip service.

Internal and external communication are equally important and should take place across all platforms: on the intranet, on social media, on the company’s own website and via traditional PR. The core messages must be tailored to the company’s sustainability strategy, robust and consistent.

Showcasing people and their commitment makes the broad topic of sustainability more tangible and vibrant. Tell real stories using images, video, podcasts or feature articles. Statements and interviews are also effective formats.

Whether it’s communication from the CEO or employees acting as ambassadors: authentic sustainability communication can only succeed if the transformation within the company is led by example from management, if internal advocates regularly highlight the topic, and if sustainable thinking is thus firmly embedded.