Credible sustainability communication: Think first, act second, talk third

Sustainability is by no means a new concept: the forestry industry in Germany likes to boast that it pioneered the issue over 300 years ago. And small and medium-sized enterprises in particular have always been committed to social and environmental causes in their local communities, following the motto ‘do good and talk about it’.

However, in recent years we have seen a change in how sustainability issues are communicated. What was once a feel-good or niche topic has become one of the most relevant tasks in corporate and brand communication and an area with enormous crisis potential. The question that all companies must answer today is as simple as it is comprehensive: ‘What is your contribution to protecting our planet and preserving our society?’

Consumers, politicians, the media and NGOs are acting as drivers, increasing pressure on companies. This tempts some companies to want to act and communicate quickly.

But: If you only do something halfway, you only have half the chance of success! Plus, there’s always the risk of being seen as a ‘greenwasher’ if your actions and messages aren’t well thought out. One reason for this is how complex sustainability management is: You have to cover a bunch of topics across three areas – the environment, the economy, and social issues.

At the same time, more sustainable business practices often involve conflicting goals and, not least, cost issues. In addition, companies are dependent on partners such as NGOs or service providers for many projects – and they are liable for any missteps on their part. This is particularly evident at present, when compensation service providers and climate protection projects are coming under public criticism for allegedly failing to achieve their intended impact.

At this stage, at the very latest, it often becomes clear to those involved that aspirations and reality are not necessarily the same. Not all topics that are considered internal showcases or milestones stand up to external scrutiny. What may be a major step forward for one’s own company may only be average when compared to the industry as a whole. An improvement in one area can lead to a deterioration in another.

This is because sustainability is always associated with contradictions and conflicting goals.

For example, focusing on animal welfare can have negative effects on climate protection. Finally, analysing the key issues that a company focuses on in its sustainability management is helpful for a systematic approach with a high impact, but it also inevitably leads to gaps in some areas where the company is vulnerable to criticism.

If an NGO targets a company in one of these areas, arguing that the issue is not one of the company’s core concerns will not help in practice. Companies therefore remain vulnerable and must learn to deal with this risk. The communicative goal cannot be to position oneself as a ‘sustainable company’. Rather, it must be about presenting your own path to more sustainable business practices and doing so with a certain degree of humility. It is important to communicate confidently but realistically that your company has embarked on this path and is prepared to improve through (critical) dialogue with its stakeholders.

The most important principle of corporate communication often gets lost in the heat of the moment: communicate internally first, then externally! Your own employees should not find out from the newspaper that their employer is now committed to sustainability. Early and continuous internal communication pays off here, as it helps to get the workforce on board and involved in the sustainability process.

A key question that employers must answer their employees: ‘What’s in it for me?’

So why is a commitment to sustainability in the interests of everyone involved, and to what extent does it meet the needs of the workforce in particular? This is particularly important given that employees are always ambassadors for their company, especially in the regional environment. Three basic rules of credible communication play a special role in sustainability.

Firstly, there is the question of attitude: does the company back up what it says? This highlights the importance of a systematic approach to sustainability management and communication, as it ensures that a holistic concept is developed that integrates all corporate issues. Secondly, external perceptions must be known and addressed in communications: How is the company experienced and viewed by stakeholders? Do prejudices need to be corrected or convictions reinforced? It is not without reason that stakeholder dialogue plays such an important role in sustainability management.

Finally, there is the question of reliability: can the statements withstand public scrutiny? Anyone who is repeatedly caught making inaccurate or false claims will very quickly ruin their reputation.