From food to fashion, tech to cars, every sector is facing a new era of accountability under rapidly evolving rules and regulations. While 81% of surveyed businesses say that communicating their climate goals is good for their bottom line, nearly half (44%) find it more difficult than before – with a lack of clarity and changing regulations impacting their confidence the most.
We can all agree that the UK FCA’s anti-greenwashing rule is a step forward in sustainability communications. However, in some cases, it has led to “greenhushing”, when companies downplay or hide their sustainability efforts to avoid getting it wrong – facing hefty fines or legal penalties.
This is a huge missed opportunity There are a number of benefits of sustainability communications. Not just for people and the planet but for your business and the wider industry, too. Benefits like:
- Customers are willing to pay a 9.7% sustainability premium on products produced or sourced sustainably, even when concerns around cost of living and inflation remain high.
- Products marketed as sustainable have grown two times faster than those not marketed as sustainable.
- 77% of companies say their sustainability initiatives increase customer loyalty.
- Nearly half (48%) of people often or always consider a company’s environmental record when deciding whether to recommend a product to a friend or family member.
- More than 80% of agencies believe making ethical decisions leads to a higher calibre of employees.
Meanwhile, 2 out of 3 employees (66%) say that a company’s sustainability commitments are important when applying for a job.
What can businesses do to adapt?
We believe credibility, consistency, and creativity are key to clear sustainability communications.
Credibility
Credibility is about backing your claims with transparent, evidence-based actions. When greenwashing is a constant concern, businesses must ensure their sustainability efforts are reliable and genuine.
Consistency
Consistency in your communications is essential to maintaining trust. Whether through reporting, messaging or long-term strategies, businesses need to demonstrate a long-term commitment to their sustainability goals.
Creativity
Creativity plays a crucial role in standing out. Innovative and engaging communications can set you apart from competitors, helping your sustainability story reach the right audience while reinforcing your brand’s unique identity.
Here’s where you should start:
1. It starts with your brand identity
Sustainability should be a natural extension of your brand’s core values. A strong brand identity rooted in sustainability builds trust and provides a clear foundation for your communications.
Take European fast food franchiser QSRP, for example. Recognising the importance of embedding sustainability into their brand narrative, we worked with them to create the “Every Number Matters” platform. The platform was inspired by their cultural core as a growing player in the global fast-food market. We focused on how they drive efficiency and attention to detail in everything they do, and the creative brand platform now guides all their external communications.
2. Develop your messaging strategy
One of the biggest red flags in greenwashing is misleading the audience. A solid messaging strategy ensures that your sustainability efforts are communicated clearly, accurately, and with evidence to back them up, avoiding misleading claims that could harm your reputation.
3. Create a sustainability strategy
A sustainability strategy ensures that your efforts are transparent and aligned with your business objectives. Break down your goals into actionable steps, establish measurable targets and create a long-term accountability plan to keep your efforts on track.
4. Communicate your journey in an impact report
An impact report is a detailed document that highlights your company’s sustainability achievements, challenges and progress. It’s an essential part of gaining clarity and confidence in your communications as it can be used to substantiate claims, helping you build credibility, track progress and pinpoint areas for improvement.
5. You’ve done the work – now you need to tell people about it
A communications strategy is a structured plan for sharing your sustainability efforts with your customers, employees and stakeholders. This not only boosts your brand’s reputation and strengthens engagement but also positions your brand as a leader in sustainability.
We saw a major increase in open rates and engagement when working with Boston Tea Party on their Purpose Email. “They were as high as 65% for some sends. We also received far more direct replies from customers than usual (and all positive) – they were really engaged with the Making Things Better content in particular,” – Boston Tea Party.
Businesses can’t afford to fall behind on sustainability communications. Making sustainability a part of your brand, developing honest messaging and sharing your progress has a multitude of benefits, from attracting the best talent to boosting the bottom line.
Interested in sustainability communications for your brand? If you want to find out how we can work together, whether you’re looking to develop your brand identity or build an impact report, get in touch to get the conversation started: hello@enviral.co.uk