Sustainability is important for sales
58 percent of consumers believe that it is quite or very important that the company they buy a product or service from is actively working with sustainability*. That is a figure which has certainly decreased in recent years due to inflation and increasing prices, but it’s still a high enough percentage that it cannot be ignored. Other target groups such as employees, partners and investors also attach great importance to the issue. There is a big upside for companies to communicate about their sustainability work, but the balance is not always easy. Therefore, we suggest some tips you should consider regarding sustainability communication:
1. Communicate both your goals and your plan for achieving them
Sustainability communication doesn’t just have to consist of the achieved effect and result. Feel free to talk about the goals that have been set, but remember that goals without a plan are just a wish. It is at least as important as the goals themselves to talk about how you will achieve them.
2. Focus on what is most relevant
Has your company carried out a materiality analysis? If so, great! That gives you a good basis for finding which sustainability areas are most relevant to your business. If climate impact is most relevant to you, it makes sense for your communications to also address that part of your sustainability work. That said, less significant aspects can also be highlighted as long as they are not inflated beyond their importance and order of priority.
3. Transparency builds trust
The transition to a more sustainable society is fraught with difficulties, and if you’re going to be transparent about your sustainability communication you shouldn’t avoid mentioning the challenges that you face. Transparency builds trust. Is there a risk that you will not reach your goals? Tell us why, tell us about the obstacles that have stood in the way, and tell us what you will do to change the situation.
4. Keep up-to-date with the law
What can you communicate without being accused of greenwashing? Thankfully, there are laws and regulations for sustainability communication. You should make sure that you stay up to date with the Swedish Marketing Act (link to Swedish page) and the International Chamber of Commerce’s rules for advertising and marketing communication, which apply to the entire European Union.
5. Storytelling is a great way to paint a clearer picture
Show your passion, drive and commitment to the topic of sustainability through storytelling. Tell us how sustainability is part of the company culture, have employees talk about their commitment to the subject or show the impact of your work through case studies. All of this is a strong complement to the oh-so-necessary numbers and targets that otherwise tend to carry the entire burden of sustainability communication.
