Sustainability communications- 5 steps to keep your messaging responsible and transparent

Sustainability has shifted from a buzzword to a business imperative, with 66% of global consumers willing to pay more for eco-friendly products. But with an ongoing backlash against greenwashing bolstered by a rise in regulatory scrutiny, it’s crucial that businesses have the receipts when it comes to environmental and social governance (ESG). So how do you go about building sustainability into your brand DNA? These five steps are a great start.

1 Align your sustainability communications with your core business strategy

Don’t sideline sustainability. Build it into the heart of your business and then put it front and center of your brand. Here’s how:

• Conduct a business-wide assessment to identify the main ESG risks associated with your operations. Once you’ve taken stock, you’ll be able to spot opportunities for change.
• Set SMART goals and shout about them. Frameworks like the UN Sustainable Development Goals (SDGs) can help you define realistic targets. Then tell people what you’re planning, like Patagonia whose website informs visitors that it aims to reach Net Zero greenhouse gas emissions by 2040.
• Embed ESG metrics into decision-making processes throughout your supply chain, from procurement to R&D, so you can track your progress and keep customers and stakeholders informed with timely sustainability communications.

PwC found that companies that align sustainability with their business strategy achieve 5.6% higher profit margins.

2 Embrace a circular supply chain and make it transparent

‍Your supply chain is likely to account for over 80% of your environmental footprint, so if you’re serious about decarbonizing, then you’ll need to turn your attention to the following tasks:

• Audit your suppliers and make sure to look for both ethical labor practices and environmental compliance. You can use third-party audits to ensure every business you interact with is in alignment with your values.
• Adopt circular economy principles, such as recycling or upcycling waste into new products.
• Collaborate with your competitors to find solutions to problems facing your industry. TerraCycle partners with brands like Colgate to create recycling networks for hard-to-recycle materials.

3 Leverage the latest technology for a bigger impact

‍Tracking and course-correcting your sustainability approach is the best way to ensure consistent progress towards your goals and help with your compliance and reporting. But it can be time-consuming. A suite of increasingly sophisticated data-driven tools are your friends:

• Use carbon accounting platforms like EcoHedge to automate emissions tracking and benchmark your performance against industry standards.
• Invest in renewable energy and efficient technology. Consider shifting over to renewable energy sources and investigating a closed-loop supply chain.
• Adopt AI to optimize your resource use. There is a wealth of tools available to streamline every aspect of your operations; for example, route-planning software can help you reduce logistics emissions.

4 Empower your employees and stakeholders

‍Cultivating a sustainable business culture needs buy-in at every level of your organization. But getting everyone involved can really power your progress and help your staff retention rate, so it’s worth considering your options.

• Train employees on sustainable practices, such as energy conservation or waste reduction. Your staff may be able to help you identify inefficient practices in your operations and help make sure you’re clearly communicating your sustainability credentials.
• Incentivize grassroots initiatives. Think about ways you can cultivate a more sustainable business culture, such as offering grants for employee-led sustainability projects or investing in innovation.

Companies with strong sustainability cultures report a 55% improvement in employee morale and a 38% increase in loyalty.

5 Seek certification and show off your results

‍No matter what you say about yourself as a business, nothing speaks as loudly as third-party validation. Back up your sustainability communications by publishing your results for all to see, and you’ll make serious progress in winning over customers and nipping accusations of greenwashing in the bud.

• Publish annual sustainability reports that are transparent about progress and setbacks.
• Pursue certifications like B Corp or ISO 14001. At Proctor + Stevenson, our B Corp certification reinforces our commitment to social and environmental accountability.
• Highlight your partnerships with NGOs or local communities. Ben & Jerry’s made a big splash by collaborating with Fairtrade organizations to support ethical farming.

Authentic sustainability is a competitive advantage that helps you stand out in a rapidly evolving market. But it means systemic change, not just superficial gestures. To future-proof your brand reputation, you need to be making genuine adjustments and communicating them clearly to customers, who are cautious about being misled.

Want help making sure your sustainability communications are spot on? Get in touch at marketing@proctorsgroup.com.

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