We know the clock is against us in addressing the nature and climate crisis. As communicators, we play a crucial role in shaping how people perceive and understand these challenges.
This blog will explore the importance of including nature in communications and present some of the challenges and opportunities of nature communications. We’ll also share some examples of businesses and initiatives that take nature seriously, deliver real solutions, and communicate nature authentically and creatively.
What do we mean by Nature Communications?
For us, ‘Nature Communications’ is about impactful storytelling that brings people and nature together. It’s about exchanging information effectively and using credible behavioural change methods to support brands, charities, and other stakeholders in talking about nature and how it is part of their businesses, policies, and ourselves.
We believe that nature communications must acknowledge that nature is not a commodity to be bought and sold. We know that nature isn’t a backdrop for our businesses but the very foundation that we rely on. From the air we breathe to the resources we use, nature underpins our entire ecology and economy. But profit-driven narratives often overshadow this fundamental truth about nature’s immeasurable value.
It’s about being emotive and timely — having a finger on the pulse of what’s needed to connect people and nature meaningfully. Here in the UK, centuries of habitat loss and development have rendered us one of the most nature-depleted countries on Earth. However, as communicators, we are responsible for effectively communicating the gravity of this situation and telling stories that inspire action to reverse our nature deprivation.
The Challenges Vs Opportunities
Effective communication is the bridge between understanding and action. By conveying the significance of nature in clear and compelling ways, we can inspire businesses to protect and steward nature as part of their strategy and decision-making. For companies that want to step up their responsibility and commitment to nature (and communicate it effectively), here are some key things to consider:
Authenticity and credibility
✔ People everywhere recognise the benefits of nature. Using nature in your comms in a credible way will help you build trust and enhance brand reputation with genuine and authentic nature communications.
✘ Superficial messaging without substantiated claims about the work you’re doing as an organisation to protect or restore nature could result in backlash and reputational damage. This could also come with a risk of greenwashing, which undermines trust and credibility, leading to consumer scepticism.
Creativity
✔ Nature is our planet’s most established artist. Whether it’s The National Trust launching a paint and wallpaper collection with Little Greene inspired by woodlands, forests and coastlines or the sounds of the rain forest inhabitants being featured on a Spotify track with David Bowie and Brian Eno. This level of creative communication from EarthPercent differentiates businesses in a competitive market and captivates audiences.
✘ Have we become accustomed to the awe-inspiring nature used in mainstream media and Disney-style Natural History documentaries? A lack of creativity in nature communications could lead to disengagement from audiences. Striking a balance of both relevant and authentic communications is a fine line and can certainly be a challenge.
Inspiration from media and influencers
✔ Bold storytelling examples have proven valuable guidance for nature-focused strategies and public engagement.
✔ Influential figures such as David Attenborough inspire public engagement and advocacy. The so-called Blue Planet Effect led to beach cleanups, reduced plastic straw use, widespread adoption of reusable water bottles, and even the Queen banning plastic on Royal Estates.
The U.K. government even rolled out a £500 million program called The Blue Planet Fund. The program aims to support developing countries in protecting the marine environment and reducing poverty.
✘ Over-reliance on media narratives could result in disconnected messaging from business / organisational goals.
✘ Translating media coverage into meaningful business strategies requires careful adaptation and alignment.
Internal communication
✔ Alignment across all levels of the organisation ensures a strong commitment to nature-related strategies.
✔ Strong internal communication fosters alignment, identity, and a culture of consciousness within businesses.
✔ A great example of positive internal nature communication is the work Faith In Nature is doing to give Nature a voice and ask the question, ‘What would nature say?’ during board meetings.
✘ Misalignment across the organisation could hinder the success of nature initiatives. Ineffective internal communication can cause disjointed efforts and a lack of employee buy-in.
✘ The additional time and resources it will take to implement new ways of working is something that will need to be considered.
Long-term impact and adaptation
✔ Prioritising nature in business strategies contributes to long-term sustainability goals within businesses and broadly across society.
✔ Adaptation to evolving regulations and societal expectations fosters business resilience.
✘ Adapting to evolving regulations and societal expectations requires continuous monitoring and responsiveness.
✘ Lack of adaptation may lead to missed opportunities and decreased competitiveness.
Innovation and collaboration
✔ Nature-focused strategies can spur innovation and collaboration, creating new partnerships and market opportunities.
✔ Engagement in nature-related initiatives can enhance brand reputation and competitiveness.
✘ Harnessing opportunities for innovation and collaboration requires proactive engagement and investment of time and resources.
Navigating Biodiversity Net Gain (BNG)*
✔ Embracing new BNG requirements will position businesses as environmental stewards.
✔ Compliance with BNG enhances brand reputation as well as environmental and social impact.
✘ Navigating the complexities of BNG implementation will require resources, expertise and strategic communication.
✘ Failure to comply with BNG requirements can result in legal and reputational risk.
*(for planning authorities, developers, landowners/managers, and conservation charities)
Businesses leveraging the power of nature
We know that in times of crises, new pathways can emerge, and right now, we’re on the precipice of a nature-based revolution. One that sees businesses leverage the power of nature and healthy ecosystems to protect people and safeguard a stable and biodiverse future.
We have already seen that businesses which put nature at the heart of decision-making can see positive impacts for people, planet and profit. Faith in Nature has long held nature at the heart of its business strategy. But back in 2022, the company became the first to appoint Nature to its board of directors. This was a radical step towards recognising that nature should have a voice and a vote in business decision-making. It grabbed headlines around the world and demonstrated how innovative approaches to nature communications can create new pathways for businesses to step up and take responsibility for the natural world.
Over the last two years, many businesses around the world have given Nature a voice and place on their board of directors. Our friends at Better Business Network have created a role within their company for Nature and have said, “As a company, when making strategic decisions, we are always considering what impact our approach would have on the natural world. We want to ensure that every action we take has been considered from all angles to ensure that our we are making the best step forward for both the company and the world.”
The media also has a crucial role to play that we should consider here. Nature docu-series and long-running shows like BBC’s Countryfile have held primetime spots on our televisions for years. But when David Attenborough’s highly anticipated ‘Wild Isles’ aired in 2023, it wowed us with the immense beauty of the British Isles. It reminded us that efforts to protect and restore nature are needed as much here as in faraway places.
Following that series, Silverback Films produced four ‘Save our Wild Isles’ films in collaboration with the RSPB, WWF UK, and the National Trust. The films were made for the business community and covered everything from regenerative farming and food systems change to issues facing UK seas, the role of the finance sector, and investing in a ‘nature-positive future’.
In the UK, new development rules can provide a boost for nature (and revenue for those invested in it). Building on concepts of nature restoration and nature-based solutions, the UK’s mandatory ‘Biodiversity Net Gain’ is a paradigm shift for nature’s place in infrastructure development.
For local planning authorities and developers, understanding and planning to deliver benefits for nature will be essential, and effectively communicating these actions will be key to ensuring their success. However, for farmers, estate, and land managers who are already invested in nature, this will also present opportunities to generate a return on those investments.
Even before it became possible to generate tangible returns on investing in nature, many businesses were doing it. Like Enviral, these businesses are grounded in the knowledge and understanding that the health and well-being of nature are inseparable from our own. And some are way ahead of the curve when it comes to taking that knowledge and fully embedding nature into their business strategy.
Knepp Estate is one such example. Having transformed a failing dairy farm into a wild and nature-abundant landscape, Knepp has shown that investing time and resources into nature’s restoration can have cascading benefits for people and nature. Their soon-to-be-released film Wilding will shine a bright light on Knepp’s journey to rewild and restore nature at a landscape level.
Communications professionals see the immense power in stories that connect humans and the living world. That’s why we work with charities and brands like the RSPB, Riverscapes, and the Belmont Estate, using strategic communications to reach new and wider audiences and help push nature further up the agenda.
Breaking apathy, inspiring awe and wonder
Apathy remains a challenge in nature communications. We got ourselves into this mess because so many have become numb to nature, seeing it as something separate and other to be used as we please. While we may empathise with nature’s plight when we see it on our screens, we are soon to dissociate and resume ‘business as usual’ in our busy lives. We need to break this pattern.
As creative communicators, we are inspired by nature. We know that local stories matter when it comes to connecting our audiences to nature and inspiring change, and how we tell those stories matters, too.
The Belmont Estate, located on the outskirts of Bristol, embodies the essence of human creativity inspired by nature. Belmont explores the wonders of the natural world through conservation, community, and connection. Belmont Estate creates immersive experiences that spark awe and wonder. Just as art, food, poetry, and music have been passed through cultures and generations, Belmont invites people of all ages and backgrounds to be inspired by and actively engage with nature.
Below is a video we created for Belmont Estate, asking the simple question, ‘How does nature make you feel?’ The aim of this short video was to support Belmont Estate’s mission of inspiring communities and businesses to deepen their connection with nature in order to protect it.
The business case for nature – and why brands should nurture their relationship with the great outdoors
As leaders we must ask ourselves how can we make nature mean something more to our business and our strategy? How can we consider nature in its entirety? From the practical and tangible to the abstract and mysterious, how can we work more closely with the power of nature? Why should we?
Well, for one, there’s an ever-growing landscape of research showing the positive effects of nature connection for people. Here’s a quick round-up:
- Spending time in nature reduces stress, improves sleep and alleviates symptoms of depression. Listening to nature sounds, smelling nature’s scents and even viewing nature through a window all positively impact our well-being.
- Outdoor activities like walking, gardening, and cycling not only improve our physical health by getting us moving, but even a couple of forest-bathing sessions can significantly lower our blood pressure and improve our cardiovascular and immune function.
- Nature also improves our cognitive function, i.e. our concentration and memory, as well as our creativity and problem-solving.
Here’s what Enviral founder Joss Ford has to say about the topic of Nature as a problem solver.
“There’s a reason why our best ideas happen whilst riding a bike to work or strolling through the outdoors. When you aren’t focused on a task, you’re ‘switching off’ the part of your brain called the Default Model Network (DMN). This allows the creative part of your brain to be the most active. That’s why you often get your best ideas when you’re away from your desk and certainly not during a Zoom meeting. Nature is the problem solver. The business case means that the more you get outdoors, the better the creative or strategic decision making”.
Below are a few pictures from some of the recent Enviral Away Days:
How could we not be inspired when we look deep into nature? Nature literally changes the way that our brain behaves. In nature, our brains show enhanced alpha and theta wave activity. This promotes relaxation and mindfulness, while a reduced activity of beta waves allows us to pay closer attention. So, being in nature makes our brains better balanced to support calmness and clarity in our thinking, and this meditative state creates space for us to explore new insights, ideas and concepts.
Ultimately, communicating Nature is important, and there’s a lot to consider if you’re thinking about using nature as part of your communications strategy. Above all, nature communications should recognise all that nature has done for us. The comms must be authentic and should not be extractive or exploitative. Nature can and should be far more than a business strategy; after all, it’s the lifeblood of our shared humanity, and we won’t get far without it.
Last week we brought together experts to talk about nature communications at a breakfast event titled ‘Making Nature Investable: The biggest communications opportunity of the decade’. Check out the video below to hear a little more about the discussions. If you’re interested in joining us at future events in London or Bristol sign up for our newsletter.
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If you want to discuss how your business should embrace sustainability and nature communications, then reach out to Jo, our sustainability strategist, for a chat. Email joanne@oldenviral.chaptr.studio to start the conversation.
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