In our last article, we explored the concept and implications of green-hushing. In this article, we share tips for demonstrating credibility and transparency through impactful sustainability communications.
Set realistic sustainability targets
To avoid being called out, you should reflect on your overall business strategy and mission and opt for the best-suited area of sustainability or Environmental, Social and Governance (ESG) framework.
Decision makers don’t necessarily have to pledge commitments to all aspects because conglomerates are pushing their sustainability efforts, or consumers demand a far-reaching climate plan.
In fact, what is most important to stakeholders is your ability to walk your talk. Actions always speak louder than words, so your business should set ambitious, achievable, and realistic targets. This creates a reasonable opportunity for businesses to ensure all goals are met, meaning you can publish your sustainability acts and outcomes with pride.
Be inspiring, not informative, in your communications approach
Audiences are concerned about the environment but may prioritise other issues such as health, wealth, occupations, or self-improvement. This is especially true post-Covid when many consumers also manage the impacts of the global economic downturn and other factors.
Making communications relevant and compelling to the audiences means linking sustainability to one of these priorities besides giving hard stats and facts on the topic.
A prime example is a campaign by France’s Agency for Environment and Energy Management committed to tackling global warming. Upon discovering that less than 10% of the population understood the impacts of everyday energy consumption, the campaign aimed to raise awareness of the environmental implications of daily energy use and economic costs from overconsumption.
The campaign interviewed ordinary people on the energy-saving lifestyle changes made and distributed leaflets that provided easy measurements of energy consumption, environmental impacts, and possible solutions.
Avoid ‘fear appeals’ in your communications
Research as part of the United Nations Environment Programme Sustainable Motivation project found that people are weary with fear messages. As a result, they are not responsive to ambiguous or uncertain threats around climate change.
If your sustainability messaging references threats to the survival of our species or the planet as a whole, this is more likely to cause widespread fear rather than motivate people to act.
Instead of trying to scare your audiences into changing their behaviours or mindsets, you should learn their motivations and challenges regarding sustainability. These insights will lay the foundations for deciding the message of your campaign.
Business leaders publish sustainability acts to empower their companies and peer groups to make a meaningful impact. Demonstrating your commitments can also engage with audiences and build trust with eco-conscious stakeholders.
At Midas PR, we are experts in creating publicity content that highlights your commitments, drives engagement with your audiences and builds trust with eco-conscious stakeholders.
If you want a communication campaign that celebrates your sustainable policies and practices, contact us for a consultation at www.midas-pr.com or email us directly.