Show us a company that doesn’t take sustainability seriously today, and we’ll show you an outlier, an outcast; an anomaly. Because in today’s world, every serious company demonstrates at least some level of commitment to sustainability.
But show us a company that doesn’t do sustainability communications well, and we’ll show you one in a crowd of many.
Unfortunately, we see this all the time. Where a company is doing all the right things sustainability-wise, but when it comes to telling their stakeholders about it in a way that resonates, they’re falling flat. Sometimes because they’re not trying to, sometimes because they don’t know how to, and sometimes both.
We can’t tell you how much it pains us to see this, as effective sustainability communications is what enables companies to really benefit from their sustainability actions.
Get your sustainability communications right — by doing things like following certain key tips, choosing the right communication channels, avoiding greenwashing, and using sustainability storytelling techniques — and all the exciting things we discuss in the next section could be yours!
(Through the articles linked above, we hope to help you make sure you do get your sustainability communications right).
Benefits of effective sustainability communications
Supports regulatory compliance
We’re starting off with a pretty significant one here. In the sustainability world, the regulations are starting to pile up. And if you don’t manage to stay on top of them, there of course can be negative consequences.
Recent legislation like the CSRD and the Green Claims Directive has made transparent and accurate sustainability communication more important than ever.
When companies take sustainability communication seriously, and learn how to do it effectively, it becomes much easier for them to comply with these kinds of regulations.
Inspires efficiency and cost reduction
But we don’t just want to comply with regulations, do we!? We want to improve things as much as possible!
Even if a company doesn’t think this way initially, engaging in sustainability communication can often act as a positive catalyst that leads to cost reduction and improved operational efficiency.
Because to communicate sustainability effectively, companies have to be transparent about their performance. How efficient are their practices? How much energy or other resources do they use? How much waste do they produce?
Naturally, companies would prefer to communicate positive answers to these questions. When they realise the only way to do that is to actually perform well in these areas, it isn’t long before efficiency goes up, and costs come down.
Builds trust with stakeholders
As we mentioned above, sustainability communication can only be effective if it is done transparently. Companies must openly share their struggles as well as their successes, and greenwashing must be avoided at all costs.
When companies do proactively own up to their mistakes, and openly discuss areas they need to improve, customers, employees, and investors are much more likely to trust them. It becomes clear that the company in question is genuinely committed to their sustainability journey, and not just flaunting their positive initiatives to gain a competitive advantage.
Brings competitive advantages
But here’s the thing though. When companies are genuinely committed to their sustainability journey — and they show that through their sustainability communications — they do generally gain a competitive advantage!
These kinds of companies inevitably stand out as sustainability leaders, which enhances brand reputation and public perception. And as consumers increasingly prioritize sustainability-focused brands, it becomes easier for these companies to appeal to them.
Creates loyal customers
While we’re on the topic of customers, effective sustainability communication can do more than just attract new ones.
It also offers an opportunity for companies to create meaningful conversations with customers, and build a loyal community of followers. Through ongoing, two-way dialogue about sustainability, deep emotional connections can be formed between brands and customers. Usually leading to long-term relationships and repeat business.
Companies can also use sustainability communication to educate customers on how to make more eco-conscious decisions. This might inspire them to take action, by choosing more sustainable products for example, or supporting eco-friendly initiatives.
In this way, the company sets a positive example, and through effective communication, shows customers how to follow it. (In our minds, being a source of inspiration usually tends to inspire some level of loyalty!).
Attracts sustainability-focused investors
As well as attracting customers, most companies also need to attract investors. And investor interest in sustainability is on the rise.
How might a company appeal to this growing pool of sustainability-focused investors? Well first, of course, their sustainability performance needs to be up to scratch. But just as importantly, they need to make sure that potential investors know about it.
Get the sustainability communication right here, and the money will soon be flowing in from all the right places.
Fosters employee engagement (and attracts new talent)
With all this focus on customers and investors, it can be easy to forget sometimes that it is employees who really make a company tick.
That’s why internal sustainability communication is just as important as its external friend.
Communicating sustainability effectively to employees not only informs them, it also helps them feel like they are an important part of the journey. This makes it much more likely that they will engage with the company’s mission, and align together behind it.
And when it comes to attracting new talent, effective sustainability communication can help companies stand out to an increasingly values-driven workforce.
Enables new business opportunities
No business is an island in today’s interconnected world. Every forward-thinking business will know, that finding the right partnerships and collaborations can elevate them to a whole new level.
Effective sustainability communication can open doors to these kinds of connections. When companies demonstrate their sustainability values and actions in the right way, like-minded organizations are likely to take notice and reach out. Who knows what kind of fruitful relationships and opportunities this could lead to.
Come to think of it, here at Dazzle, we have just that kind of fruitful opportunity, waiting to blossom for you right now!
Enjoy maximum benefits from your sustainability communications with Dazzle
At Dazzle, we believe that every truly sustainability-focused company should be fully rewarded for all the great things they’re doing. And we know that effective sustainability communication is the best way to reap those rewards.
That is why we have created this series of sustainability communications articles, and we hope they help you achieve all of the benefits we’ve discussed above.
But if you’d like to go one step further, and find expert help to make sure you get things right, we’ve got you covered there too.
The Dazzle platform offers access to a community of the world’s best freelancers, and we have several sustainability communication experts on board.
Because of our extensive pre-screening process, quality and a proven track record is guaranteed with Dazzle. And you can choose to work with our freelancers on a project-based, on-demand, or interim basis, so the process is very flexible.
Contact us today, and within hours we can send you multiple expert profiles to choose from. We’re sure that you will find a good match in no time.
And from there, all you have to do is get ready to enjoy the benefits!
