Why You Need to Align Communications With Your Embedded Sustainability Strategy.
By Tensie Whelan and Alison Berg
Successfully embedding sustainability into core business strategy has several benefits: It can help pinpoint material issues, identify key stakeholders, drive better financial performance, build a positive culture, and optimize governance as we’ve discussed throughout this series. But it’s difficult to get these initiatives off the ground or capture their full value if an aligned and authentic communications strategy is missing. Comprehensive communications is not a one-and-done endeavor. Instead, it’s an ongoing effort that requires careful consideration of each stakeholder group as a unique audience. Here’s a guide to setting your company up for success when it comes to relaying the narrative of impact.
Companies often focus first on external communications to tout sustainability efforts, but the work begins with internal alignment. It’s essential to build a culture of sustainability, impressing upon employees that it’s an embedded part of the organization’s strategy and encouraging their participation. This starts with high-visibility and consistent communication about sustainability goals and progress. Organizations should form two-way channels so top leadership can demonstrate that sustainability is a priority, and employees on the ground can voice their opinions about innovations, achievements and challenges. For example, Nespresso employees visiting coffee farms are encouraged to send videos to showcase their sustainability commitments in action. Engaging all internal stakeholders makes them feel part of the mission and success.
When done well, companies can enjoy recruitment and retention benefits. An IBM Institute for Business Value study found that 68 percent of respondents reported higher willingness to accept a position from environmentally sustainable companies. In most studies, the younger workforce demonstrates an even stronger preference for employers committed to sustainability.
Read the full Trellis article.
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Tensie Whelan is a Clinical Professor of Business and Society and Director of the Center for Sustainable Business.