How to succeed in sustainability communication

Pascale Hofmeier, Consultant

Many companies struggle to communicate their sustainability efforts beyond the legal requirement. Often because they fear this will be perceived as a mere PR strategy. Understandably, no one wants to be accused of greenwashing. Or companies hesitate to communicate about sustainability because it's difficult to translate the complex topic into descriptive reports. 57 percent of 361 Swiss companies surveyed stated that the biggest challenge in sustainability communication is credibility (study; in German). After all, while sustainability is primarily about ecological aspects, it also encompasses social and economic ones.

In addition, the current US administration's ideological rhetoric against climate protection, gender issues, and sustainability in all its other aspects is unsettling companies and causing them to question, for example, diversity goals. However, companies that speak authentically, transparently, and actively about their sustainability efforts benefit in the long term from greater trust, loyalty, and a positive corporate image.

In our experience, what key points need to be considered to ensure that sustainability communication has the desired effect?

Evidence is a must

Do good and talk about it? In the area of sustainability, that's no longer enough. If communication is too superficial, too glossed over, or too technical, suspicions of greenwashing quickly arise – with potentially significant reputational risks. The motto is: Act sustainably and prove it. For example, through certificates, visible results, or independent studies.

It's all about the story

Facts and figures persuade the mind, but stories evoke emotions. Whether major successes or small steps in sustainability: companies that tell positive stories about employees, projects, and changes strengthen their brand and their reputation.

Key factors include understandable language and, if possible, concrete examples such as: "Energy consumption in production was reduced by twelve percent through process innovations and a switch to energy-efficient devices." Or: "Employees from development and production are testing recyclable packaging in a joint project." An interview or a profile, for example, if the company has been certified as an inclusive work environment, also makes the company's commitment to sustainability tangible and credible.

Challenges? Of course!

Always winning and being successful is unrealistic in life and also in the implementation of sustainability measures. If a measure didn't work, demonstrate what new approach you're taking. Achieving sustainability goals is a process. Honest and transparent communication about progress and challenges demonstrates that a company is working on continuous improvement. This strengthens credibility and builds trust. Both are key aspects of reputation.

Comprehensive sustainability communication sends a signal to consumers, investors, and employees. They prefer companies that are committed to sustainability.

The int/ext team is happy to support you.