Communicating sustainability is essential for brands seeking to build authority. Beyond complying with rules, it means telling authentic stories that connect people and purposes.
Sustainability has taken center stage in business. Consumers, investors and regulators demand transparency and concrete action. Effective communications help demonstrate impact.
Why communicate sustainability?
Effective communications goes beyond reports. It builds authority, attracts loyal customers and responds to rising stakeholder expectations.
The PwC Global Consumer Insights Pulse Survey (2023) reports that more than 70% of consumers are willing to pay more for sustainably produced goods. Sustainability communications can therefore provide a competitive advantage.
Sustainability also attracts talent. The Deloitte 2023 Gen Z and Millennial Survey highlights that more than half of Gen Z respondents (55%) and millennials (54%) say they research a brand’s environmental impact and policies before accepting a job there.
Investors also value brands that have robust sustainability strategies and communicate them transparently, connecting ESG initiatives to financial results such as a lower cost of capital and greater resilience to risk.
Planning sustainability communications
Before starting, plan your company’s sustainability communications strategically. We recommend these steps:
1. Assess your maturity
Understand where your company stands on its sustainability journey before communicating. This supports authenticity and credibility.
2. Map the landscape
Understand regulations, good market practices and industry trends. Stay ahead of requirements.
3. Engage stakeholders
Talk to employees, customers, suppliers and communities. Each audience needs specific messages. Shape messages that resonate with each group.
Building your sustainability narrative
After these first steps, you are ready to develop your narrative and message strategy. We suggest:
4. Define clear objectives
Do you want to increase customer trust or attract investors? Objectives guide the communications strategy.
5. Create an engaging story
Good stories combine data, such as KPIs, with human narratives. Show challenges and achievements transparently.
6. Develop a communications plan
Reports, social media or press campaigns? Each channel has a role. A plan sets out messages, channels and schedules, maintaining consistency and avoiding information overload.
Putting communications into action
Once the narrative and strategy are structured, it is time to implement them. Follow these steps to support success:
7. Engage internally
Employees are brand ambassadors. They are the starting point for building brand authority and should be involved in the company’s sustainability strategies for those actions to have real impact.
8. Reach external audiences
Use PR, social media and events to extend your message. Digital marketing campaigns can also incorporate sustainability. Partnerships or sponsorships increase visibility, including for small companies.
9. Monitor and report progress
Reports should be accessible, with clear KPIs and context. Show how you contribute to the UN Sustainable Development Goals.
10. Manage crises
Have a crisis plan ready. Respond quickly and transparently. Ignoring criticism can make matters worse.
Remember that sustainability is an ongoing strategy. Share successes, challenges and new goals regularly to maintain engagement.
There has never been a better time to communicate sustainability. With planning and authenticity, your brand can inspire and lead change.
Meet Smart
Smart helps companies navigate sustainability with transparent, effective strategies. Through materiality assessments, sustainability reporting and management of social and environmental projects, Smart is a partner for sustainability with real impact.
Our Corporate & Public Affairs team also builds relationships with the brand’s stakeholders, drawing on extensive experience and specialist knowledge. Count on our expertise and focus on impact to build brand authority and engage stakeholders. Explore our services.
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