How to Communicate Sustainability Through Different Communication Channels

Did you ever hear the story about the Zebra who saved the world? 

(Her name was Zoe; Zoe the Zebra. She always wore a beautiful black and white coat. And one day, she saved the world from a catastrophic asteroid impact by swatting the asteroid back into space with said coat, before it made contact with the Earth). 

You’ve probably never heard this story before, because the thing is, Zoe never told anyone about it. Apart from us here at Dazzle of course. (Click here if you want to learn about how ‘Zebra’ companies are helping to save the world, and how Dazzle is helping to facilitate that). 

And at Dazzle, we’re here to tell you, don’t be like Zoe! If you’re a bit of a Zebra yourself — a company that balances profit-making with positive social and environmental impact — you should absolutely be telling people about your sustainability initiatives! 

In fact, it is only through effective sustainability communications that you can extract maximum value from your sustainability efforts. To be seen as a sustainability leader within your industry, people need to know about all the great things you are doing.

To make sure they do know, you will likely have to use a multichannel communication strategy. In this article, we explain how to communicate sustainability in this way effectively, by utilizing each communication channel to its full potential.

First, Develop Your Core Messages  

Before you start thinking about the different channels though, you should first establish what your core sustainability messages are going to be. 

To do this, you should: 

- Conduct a sustainability audit to determine where you are on your sustainability journey, and what sustainability credentials you have to talk about. 

- Set clear, measurable objectives for your sustainability communications strategy. You need to know exactly what you’re trying to achieve, before deciding on any strategic specifics.

- Once you know your objectives, you can identify your target audience. This will be made up of stakeholders you need to reach and convince in order to achieve your objectives. (For example if your objective is to improve your brand image, your target audience might be eco-conscious consumers. If the objective is to attract the best young talent, your target audience might be value-oriented job seekers). 

By the end of this process, you will know what sustainability credentials you have to talk about. You will know why you actually want to talk about them. And you will know who it is you want to hear about them. 

From here, you can create your core sustainability messages, and design these messages to resonate specifically with each audience you are looking to target. 

(A very basic example here could be the core message ‘we design sustainable products’. Aimed at eco-conscious consumers this might become ‘use our sustainable products to reduce your personal carbon footprint’. Aimed at potential value-oriented employees it might become ‘join us, and help to design a greener future for all’). 

With your core messages in place, it’s finally time to think about communication channels. 

Which channels should you communicate your core messages through? And how can you communicate sustainability effectively through each one?
 

How to Communicate Sustainability Through Different Channels Effectively 

To make sure your carefully crafted messages actually reach their intended audiences, as we mentioned, you will probably want to utilize multiple communication channels. 

Below, we take a look at the main channels, and discuss both when you should use them, and how you should use them. (We also throw in a few best practices to consider for good measure).
 

Website

When to Use This Channel

When is it a good idea to talk about your sustainability journey on your website? Well, this one really only requires a one-word answer; always! 

How to Use It

Ideally, your website should serve as a central repository for all your sustainability-related information. You should create a dedicated sustainability section/page on your site, which includes everything from your overarching sustainability policies and goals, to annual sustainability reports, to granular reports on specific initiatives. (It’s important to include both broad information for general visitors and deep-dive reports for stakeholders seeking detailed data). 

Beyond this dedicated sustainability section, you should also mention your core sustainability messages throughout your website’s other pages where appropriate. For example if using sustainable packaging is one of your standout sustainability attributes, you should absolutely be highlighting that on your homepage.
 

Best Practices 

- Always use clear, SEO-optimized language.

- Present information visually where possible through infographics, sustainability timelines, and short-form videos to improve engagement.

Blog

When to Use This Channel

If you have the time and resources, really the answer to this one should also be an always. 

Because for any company, in any industry, blogging about sustainability achievements and expertise is a great way to keep audiences informed, establish a thought leadership position, and also boost search engine visibility. 

It is never a bad idea if you do it properly, so if you can, you should.

How to Use It

Exactly how you utilize your blog will depend on the kinds of stories you have to share. 

But more generally, blogs are an effective medium for sharing authentic updates about eco-friendly initiatives, progress, goals, and challenges. And they can also be used to talk about new sustainable product offerings. 

As well as talking about what your own company is doing, blogs also offer a way to show how much knowledge you have about relevant sustainability topics. If you are a renewable energy company for example, you can create articles that educate your audience about all things renewable energy. Even if the content doesn’t directly relate to your own products or initiatives. 

By creating this kind of engaging, educational content, you can use a blog to position yourself as a sustainability thought leader. 

Best Practices 

- Optimize for SEO: Create an SEO-optimized content plan, and post content that targets rankable keywords your target audiences are likely to search.

- Always maintain quality: Every single post you create should be top quality. Never create rushed posts just for the sake of creating them. Each post should add real value, and be engaging for the reader. 

- Post regularly (as regularly as possible without compromising on quality): Search engines like an active blog, and so do readers. If people like your content and they know that more is coming, you will never be far from their minds. 

- Keep things interesting: Make sure your posts have a unique personality that fits your brand voice. And to keep content diverse and fresh, you can post some ‘wildcard’ content. These are posts that might not relate to your SEO or keyword strategy, but instead focus on unique or newsworthy topics that you think your readers will care about. Employee perspectives, customer success stories, or behind-the-scenes insights are other potential ways to keep your content fresh and exciting.
 

Social Media

When to Use This Channel

Looks like we have our third always in a row here! Because in this day and age, of course every brand should have a social media presence. And of course, every brand should be using it to shout about their sustainability credentials. (Social media is ideal for showcasing bite-sized updates, and fostering engagement around sustainability). 

So the question here isn’t whether you should use social media to communicate sustainabiliy. It is, which platforms should you use, and how should you use them to resonate with your target audiences?
 

How to Use It

We realize that there are officially a gazillion different social media platforms available today. But as much as we love Snapchat, TikTok and all the others, today we will just be focusing on ‘the big four’ below:

LinkedIn: If you’re targeting a B2B audience (more on that later!), LinkedIn is where you need to be. This is the perfect place to share content such as white papers, case studies, and client testimonials. On Linkedin, you should present yourself as a thought leader in your industry. Don’t be afraid to share your technical knowledge and industry-related expertise and opinions. 

Instagram: To connect with a B2C audience, Instagram is often the first port of call. This is the place for visually engaging content; infographics, short videos, impactful facts and data bites. People scroll fast, so make sure you do something to catch their attention.

Facebook: Facebook is also much more B2C-focused, but for an older demographic. Your posts here still need to be engaging and eye-catching, but can have a little more depth compared to Instagram. Possibly including more technical information about your sustainability initiatives and successes. 

Twitter (Doesn’t everyone still call it Twitter?): Have a short, topical update, or some industry-related news you’d like to share? Then Twitter is the place for it. Basically, Twitter is ideal for short-form, real-time content — such as announcements, industry news, or event highlights — that encourages immediate interaction and conversation.

Best Practices 

- Adjust your tone and formality based on the platform you’re sharing on.

- Keep visual style and aesthetic consistent across platforms. 

- Always engage in conversations by responding to comments and fostering community support.

Email Marketing

When to Use This Channel

You should consider using email if you want to send direct, personalized messages to specific audiences. Whether that be exclusive product updates, company news, or anything else you think could be of interest.
 

How to Use It 

Before sending out any emails, you should segment your target audiences into different email groups. Existing customers, potential customers, interested investors etc.

From there, you can tailor your email content based on each segment’s interests. So for potential investors for example, it would make more sense to share high-level performance data and significant milestones. Whereas for potential customers, the focus should be more about product-related sustainability credentials.

Just really think about what each target segment will respond to, and tailor your emails accordingly.
 

Best Practices

- Use concise, impactful, informative copy, with strong calls to action. 

- Use compelling subject lines.

- Hyperlink to website resources rather than including extensive data in the email itself.

- Track open and click-through rates to allow for optimization over time.

Digital Advertising

When to Use This Channel

If you want to get your sustainability messages in front of relevant stakeholders as they are browsing the web, digital ads are the perfect way to achieve that. 

With precise targeting options, they allow you to reach specific audience segments with tailored sustainability messages. Meaning you can get your message in front of the right people, at the right time, and in the right context. 

How to Use It 

First, we’ve got to make the ads. When doing that, make sure that they are short and eye-catching, and that they clearly communicate your sustainability message. 

Visuals play a big role here, so consider using imagery or design elements that evoke your brand's commitment to sustainability. And also include clear calls-to-action that guide users to learn more or engage with your brand. Before long, your beautiful creations will be ready and willing to go soaring across the internet. 

Before you send them on their way though, it is crucial that you use the ad targeting options  — like those available on platforms like Google, social media, or industry-specific sites — to carefully target your intended audience for each ad. (This means all your ads will end up in front of the intended eyeballs).
 

Best Practices

- Use impactful visuals and concise copy: You should always look to capture attention quickly, using clean, visually appealing designs, and clear sustainability messaging.

- Link to valuable resources: Where appropriate, direct viewers to your website or a landing page, where they can find more information about your sustainability initiatives.

- Target with precision: Use demographic, interest-based, and behavioral targeting to reach the right audience.

- A/B test ads: You can always experiment with different headlines, images, and calls-to-action to optimize for engagement over time.

Press Releases

When to Use This Channel

If you have some particularly noteworthy news to share, such as a milestone achievement, or a large-scale sustainability initiative, it’s probably a good idea to push the traditional media button!

Sharing this kind of news through press releases to various media outlets will help to get a significant buzz going. This is more than worth the financial outlay if you do it right.
 

How to Use It

Before writing any press releases, you should first decide which media outlets you’re looking to target. It might go without saying, but it is always best to target ones that align with your industry, and your audience. This will ensure that your message reaches relevant stakeholders. But also, it’s more likely that these media outlets will actually choose to publish your release! 

When writing a press release, you should take a look at other releases the targeted media outlet has shared. By analyzing their style, tone, and structure, you can tailor your press release to fit their preferences. This can make your press release feel like a natural fit for the outlet, and improve your chances of publication.

In general, press releases should be highly factual and data-driven, and should clearly highlight the news event you are looking to communicate.
 

Best Practices 

- Target media outlets that align with the company’s audience and industry.

- Write each release to fit the style of the media outlet you are targeting. 

- Include quotes from relevant people (executives, sustainability officers etc) to humanize the message and make it more relatable.
 

Television

When to Use This Channel

Continuing with the traditional media trend, what is more traditional than TV? (Okay maybe radio is, but we’re not going to go there right now!). 

Of course, TV ads can massively increase your brand visibility, and send your sustainability message out far and wide for all to see. But unfortunately, they are also usually quite expensive, and targeting capabilities are relatively limited. 

So when should you consider using them? Well, if you’ve got a big budget, and you want to target a broad and diverse audience.
 

How to Use It

When it comes to TV ads, it can be difficult to know where to start. There is so much creative freedom, and many different types of ads are possible. Do you go with real people or animations? Music, no music, or which kind of music? Do you hire a famous spokesperson? Try to be heartfelt or funny? 

The truth is, there is no one right answer, and the approach you take will be dependent on your target audience, and the particular message you want to share with them.

Generally speaking, you should try to develop a message that resonates emotionally and visually. The goal is to essentially tell a short story that connects your brand values/message with the viewer’s own sense of sustainability. 

And remember, time is literally money when it comes to TV. So keep your messages concise, memorable, and centered around one core idea and call-to-action. 

(It is also equally important that you choose the right TV channel or ad space. For maximum results, it makes sense to target channels that align with your audience’s interests and demographics).
 

Best Practices 

- Focus on emotionally engaging storytelling to make a lasting impression.

- Keep the message concise, clear, and focused on one central sustainability theme.

- Include a call-to-action that guides viewers to learn more or get involved with your sustainability initiatives.

- Target TV channels that align with your audience’s interests and demographics.
 

Sustainability Reports 

When to Use This Channel

With legislation like the Corporate Sustainability Reporting Directive (CSRD) making annual sustainability reporting compulsory for many companies, this channel is increasingly becoming one for the always pile.

If you haven’t been producing comprehensive yearly sustainability reports already, it is definitely time to start doing so. But you really should see this as an opportunity as opposed to a burden. 

Sustainability reports are an ideal way to keep stakeholders, investors, and customers informed about your commitment to sustainability. You should use them to comprehensively document your progress, providing an in-depth, transparent overview of your company's sustainability efforts, achievements, and goals. 

If you’re already walking the walk of a sustainability leader, you are very much allowed to talk the talk. Think of your sustainability report as detailed proof that you’re on top of your sustainability game. Why wouldn’t you want people to see that?

How to Use It

But you can’t just put together any old report. It needs to be engaging, relatable, easy to understand, and factually accurate. And yours needs to stand out!

To create one, you should start by determining which frameworks and legislation your report needs to abide by. The CSRD in the EU for example, or similar frameworks in other regions. This will help you understand what kind of information you need to disclose, and how you need to structure your report. 

Then, you should collect all relevant data regarding your company’s sustainability performance. Carbon emissions, waste reduction, social impact etc. 

Once you have the data gathered, you can start molding your report in line with whatever framework you are following. 

Remember to always keep the language clear, and do whatever you can to engage your audience. You can use visuals such as charts and infographics for example, to make complex data more accessible and impactful. 

And when your report is finally ready, and in full compliance with any relevant legislation, don’t just stare at it! Promote it! Share it wherever you can; your company website, email newsletters, social media, anywhere your stakeholders might see it. 

You have just created tangible proof that you’re a sustainability superstar. People need to know. 

(Sustainability Superstar, sounds like some sort of talent show where people compete to see who can be the most sustainable. We think that’s a fantastic idea, but instead of people taking part, it’s companies?... You heard it here first).
 

Best Practices 

- Always write your report to comply with any relevant legislation or frameworks, such as the CSRD.

- Make sure that all the data and facts you include are accurate.

- Use clear, data-driven metrics to convey impact, ensuring that numbers are easy to understand.

- Include specific examples and stories to make the report more engaging and relatable.

- Make the report visually appealing with well-designed graphics and an easy-to-navigate layout.

- Publicize the release of the report to boost transparency and showcase commitment.

Internal Communications

When to Use This Channel

So far, we’ve talked about how to communicate sustainability externally. But internal sustainability communications are just as important. Without doubt, this is a channel you should always, and constantly be using. 

Because to truly become a sustainability leader, every single employee needs to be aligned with your company’s sustainability journey. Through effective internal sustainability communication, you can achieve this, by building a unified understanding of your company’s sustainability efforts.

You should use this channel to share any relevant update, milestone, policy, or initiative. You might be surprised by how passionately your employees will engage.
 

How to Use It

There are many ways you can communicate your sustainability efforts internally. Newsletters, emails, team meetings, all-hands meetings, internal Q&A sessions etc. 

To really get your employees engaged and informed, you will probably want to use several of these methods. All-hands meetings work well for major announcements for example, whereas smaller updates could be shared through newsletters or in individual team meetings. 

Through every form of communication, you should always try to frame messages in a way that helps employees understand how their individual actions contribute to the larger sustainability goals. The more accessible and actionable you make your sustainability journey, the more employees will engage. 

Incorporating success stories from different departments, and highlighting individual contributions to sustainability goals can also help to create a sense of shared ownership.
 

Best Practices 

- Tailor sustainability messages to highlight the specific role employees can play in supporting initiatives.

- For regular updates, use a consistent format, such as newsletters or emails.

- Share real examples, metrics, and personal stories to make sustainability efforts relatable and foster a sense of involvement and pride.

- Encourage employee feedback and questions to create an open dialogue around sustainability.

Special Mention: B2C vs B2B, How to Communicate Sustainability to Each Audience 

We realize what we’ve covered already is probably a lot to take in, but please do bear with us for one little added bonus round! 

Because it’s important to quickly mention the key differences between business-to-consumer (B2C) and business-to-business (B2B) sustainability communication. The following advice applies to each, no matter what communication channels you are using to spread your sustainability messages:

How to Communicate Sustainability to a B2B Audience

Potential B2B customers want to know exactly how you can improve their own performance! So typically, for a B2B audience, you should focus mostly on how your sustainability efforts provide operational benefits, improve compliance, and enhance cost-effectiveness. 

Through factual, data-driven content, presented in a formal tone, the goal is to help your B2B audience see the long-term business value of sustainability.

To convince them, use detailed data, case studies, compliance metrics, and any other information that demonstrates how sustainability initiatives contribute to business goals.
 

How to Communicate Sustainability to a B2C Audience

Forget the hard data when it comes to B2C audiences! Here, the name of the game is much more emotional.

With B2C sustainability communication, your goal is to form an emotional connection with consumers who are likely to care about your sustainability efforts. Memorable stories and eye-catching visuals are more suitable here. Ones that highlight how your brand’s sustainability journey aligns with the audience’s personal values. 

By using accessible and relatable content like short videos or infographics, and a more casual, conversational tone, you can catch the eye of your B2C audience. Letting them know that you care about the same things they do. 

(While we’re on the topic of caring, at Dazzle we care deeply that your sustainability communications efforts are as successful as possible. To that end, in no time, we can set you up with expert help, to make sure your communications strategy is a hit).

Make Sure Your Sustainability Communications are a Success With Dazzle 

Whether you’re putting together an entire sustainability communications strategy, or just focusing on a single communications channel for the time being, Dazzle’s sustainability communications experts are always available to make sure you get it right. 

Through the Dazzle platform, we have brought together the world’s best sustainability freelancers. And this includes many top-quality sustainability communications consultants.

All of our freelancers are extensively pre-screened, so quality and an impressive track record are guaranteed. You can also choose to work with our communication experts on a project-based, on-demand, or interim basis. So the process is very flexible. 

If you feel you’d benefit from expert help regarding any aspect of sustainability communication, please feel free to contact us today. 

We can send you several consultant profiles within hours to make sure you find the right fit. 

Remember, don’t be like Zoe the Zebra; it is time to tell the world about all your good deeds.