By Gabriela Korovsky
Communication in sustainability is essential. If we want to cooperate for a common goal, we must talk about it.
In doing so, we contribute to the sustainability and purpose of the brands some strategic issues: we enhance the impact, raise the conversation on issues of collective interest, generate awareness and add transparency.
But be careful: this communication must avoid falling into GreenWashing by all means.
We speak of GreenWashing when the communication misleadingly, opportunistically or falsely uses an environmental cause to improve the image of a brand or company, and promotes messages empty of action.
In the last three years there have been clear demonstrations against GreenWashing. And some data supports that cause: according to a study by The Harris Pol for Google Cloud, 58% of executives globally acknowledge that their organization has exaggerated its efforts in terms of sustainability.
Then what do we do? The answer lies in Purposeful Communication. Here are 10 keys that describe it:
ANSWERS A GENUINE PURPOSE
If the purpose is exclusively brand or reputation positioning, opportunistically embracing social or environmental causes will inevitably be washing.
IT DOES WHAT IT SAYS AND SAYS WHAT IT DOES.
Coherence between storytelling, storydoing and what we call storybeing is essential. TO DO FROM THE BEING.
TELLS THE TRUTH
It is about avoiding excessive promises, and putting the message in context: if you plant two trees, but cut down an entire forest, it is useless; if the attribute simply fulfills the law, it is irrelevant.
BASIS THE MESSAGES
There must be robust and truthful evidence of what we communicate. In this sense, the endorsements and seals of other organizations can provide the required foundation.
IT IS TRANSPARENT
It is worth showing progress, sharing successes, the path, learning, and also failures.
TAKE POSITION
Today more than ever, society is crossed by very clear social demands, and companies and brands are required to be up to the “moment”.
But be very careful not to fall into opportunism: taking a position is taking action.
LISTEN
Companies and brands must integrate into the conversations, needs and interests of society, and join its purpose in an authentic way.
It is not always about pushing a topic forward: we have to learn to join the conversations that already exist.
GET OUT OF THE HERO TRAP
No brand is going to save the world; however, each can find their unique and relevant way to contribute.
ADD OTHER ACTORS
The new leadership stops navel gazing and seeks to generate systemic changes in the industry. To do so, build powerful relationships with consumers and stakeholders based on the authentic set of values that unites them.
PUTS THE BRAND IN THE BACKGROUND
And finally, the essential: purposeful communication seeks to be useful to society. Neither more nor less than that. The brand is a vehicle.