The new rules for communicating sustainability
Sustainability has given a spur to innovation in many companies. New thinking into how to do more, better, with less impact and how to put back, not just take out, have changed operating models and sparked streams of new product ideas. That vibrancy of thinking needs to flow through into sustainability communications, too. Getting it right can transform brand relationships. But what are the new rules?
Rule No 1: The old rules still apply. When it comes to covering off the basics of what people need to know about a company’s track record, good practice standards of reporting are essential. Never let the glitz of cutting edge channels overwhelm the importance of core content. People still need to know you aim to do and what you’ve done.
Rule No 2: Make it human scale. Don’t just confine yourself to broad policies and objectives, let people know exactly what these mean for what they buy. SC Johnson have taken a lead with their website ‘What we’re made of’ which gives a complete run down of their products’ ingredients. Clothing brand Icebreaker’s ‘baa codes’ are another smart, on-brand way to let consumers track product origins.
Rule No 3: Open yourself up to scrutiny and stir up debate. There is genuine potential in technology. It allows people not just to dig deep into your record and tell you what they think, but to debate with each other. You can learn a lot from those conversations.. The technology exists in Web 2.0 to create multi-lateral discussions and ideas exchanges. SAP’s interactive sustainability map is a pioneering example of what can be achieved.
Rule 4: Call for ideas. Open sourcing is part of the zeitgeist in product development so make it part of your approach to sustainability communications too. Tell your customers the story of your achievements and targets to date. This will encourage them to help you write the next chapter and improve your standing and credibility in this space.
Rule 5: Never forget your friends. Plenty of involvement and interaction is great and social media a perfect tool. But you need to keep the dialogue going. Launching a Facebook page in support of an initiative and then neglecting it is worse than never creating it in the first place. It reeks of tokenism. Keep active and alive.
Rule 6: Put some joy into it. Involving consumers is a critical part of sustainability communications. You want them to do their bit to help you do yours and make products sustainable throughout their lifecycle. But don’t guilt trip them with critique or turn them off with too worthy a tone of voice. Get them enjoying the collaboration and who knows what you can achieve.
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