Communication is famously a skillful art. Every day, we come across examples of poor and failed communication in the media—whether it’s politicians and parties contradicting themselves in statements, or companies stumbling, especially when caught red-handed doing something foolish. Despite all these everyday communication blunders, we as a company or organization must have the courage to communicate—including about sustainability.
I won’t go into a deep definition of communication here - let’s just say that it is, above all, interaction and influence, and it always has a purpose. Generally speaking, communication aims to create some kind of change in the recipient’s emotions, awareness, or behavior. So, this isn’t something we do just for the fun of it.
Good communication is much more than that. It builds a sense of community—not only within the organization and its stakeholders but also between them. Effective communication can inspire, motivate, and support target audiences to take action in line with the company’s goals and communication objectives. Good communication also listens to its audiences and enables dialogue between parties. It builds trust. That’s why we now talk about communication as constructive, respectful interaction and dialogue - unlike the old-fashioned notion of “informing,” which was based on one-way messaging rather than genuine two-way engagement.
At its best, communication is constructive dialogue that respects all parties.
Sustainability communication means sharing information specifically about a company’s or organization’s social responsibility—its related goals, plans, actions, and outcomes. The same principles apply to sustainability communication as to communication in general: it must always be planned and based on the company’s strategy. The responsibility actions communicated through sustainability communication are not separate events—they support the company’s core business and its objectives. Additionally, communication should be open, clear, multichannel, and timely. And it certainly doesn’t hurt if the results of that communication can be measured.
All of the above is, of course, easier said than done—but we’re not talking rocket science here either. To succeed in communication, we need a clear understanding of how communication can support the achievement of the company’s strategic goals and what communication tools we have at our disposal to do so. With this reflection, we’ve already laid the foundation for the company’s communication plan—a document that outlines the channels, timelines, objectives, and metrics to serve as a roadmap for the company’s communication over the year. The communication plan is a handy tool that makes communication visible even to those who aren’t responsible for it in their daily roles.
Open, clear, multichannel, and timely communication leaves little room for rumors and misunderstandings. This benefits both the company’s employees and its stakeholders. At best, everyone understands the company’s direction and the reasons behind it. An open communication culture encourages not only employees but also other stakeholders—such as customers—to get involved and raise concerns or highlight problems. A supportive atmosphere that approaches issues with a positive mindset benefits everyone—and strengthens communication as well.
Responsible sustainability communication does not, in principle, differ from the general guidelines of communication. However, what sets truly responsible sustainability communication apart is that every message is backed by a concrete action. It communicates truthfully about relevant and tangible sustainability matters. Even unpleasant issues must be communicated openly and honestly. And if a mistake has been made, it should be acknowledged, apologized for, and learned from. All vague or wishful “sustainability fluff” should be avoided, as it easily raises suspicions of greenwashing. Responsible sustainability communication is aligned with the company’s strategy and actions—always keeping the mission clearly in mind.
Sustainability - and with it, sustainability communication - is a planned, goal-oriented, and continuously evolving process that is never truly complete. This is also influenced by the fact that consumers’ values and priorities can change rapidly. Companies must therefore closely monitor the times, trends, and changes, and adapt not only their operations but also their communication accordingly. Through planned, open, and responsible sustainability communication, a company makes its sustainability work visible to all - thereby increasing its value not only for the company itself but also for its stakeholders.
Responsible communication – key points summarized on one slide
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