The word ‘sustainability’ itself. And the language that goes with it.
Too often, communications and sustainability professionals make sustainability jargon the centrepiece of their communications efforts. But in the end, who understands and relates to such language apart from communications and sustainability professionals themselves?
Take the ‘sustainability’ word alone: highly complex and generic buzzword that is seen everywhere but never understood.
We all need to be better at borrowing the language of our audiences themselves to skillfully articulate the “so-what” and “what’s in it for me” of our sustainability strategies and visions. For examples, when communicating with employees, we need to connect with their language, context, and priorities, often without ever using the S-word. If the job of our engineers and technicians is all about safety, frame ‘sustainability’ as greater safety. Greater safety for employees. But also for the environment and the communities.To get to that point, the key is to understand the audience: which values does employees relate to? what is expected from them in their day-to-day role? How is their behavior rewarded in return? How to they define the S-word? what does it mean to them?
I am so happy anytime I see a piece of communications collaterals that does not use the S-word. In the end, isn’t this the ultimate sign of a successful integration into the business? ….but then … how will I call my blog?
SustainAbility and GlobeScan have just published their latest survey on sustainability leadership (to download here), which explores who are today’s sustainability leaders and why.
I love data and surveys! This one is a must read for anyone looking at corporate reputation and sustainability communications issues as it gauges the perceptions and/or expectations of the most influential thought leaders in the sustainability arena – NGOs, corporate peers, government representatives or academics.
This year, the findings are really interesting and worth sharing (click on the pictures to enlarge them):
Confidence in NGOs to advance the sustainability agenda continues to erode and falls below the 50% line, while confidence in social entrepreneurs keeps increasing and is now reaching 57%. Is this trend due to a perception that innovative business models put forward by social entrepreneurs are more effective in creating positive change than NGO activism or NGO/corporate partnerships? Definitely something to keep an eye on…, while confidence in government is at an all time low.
Making long-term sustainability commitments, taking on bold goals and communicating about it through well-defined and branded engagement platforms is key to drive perceptions of leadership….and thus corporate reputation. The spike in Unilever’s perceived leadership since the launch of its Sustainable Living Plan is a clear exemple of this.
Commitment to sustainability values is considered as the most important factor in determining leadership. It confirms again that sustainability has to be core to what a company stands for and needs to be deeply embedded into a company’s DNA and internal culture first and foremost. Deploying a sustainability strategy into the core business model and across the supply chain can only come after solid foundations have been established internally, starting from the top.
How about some creativity to get back to Sustainability Conversations? (I have been neglecting this blog for far too long, now is the time to start posting again!!)
The campaign involved laying a canvas 12.6 metres long by 7 metres wide on the ground, thus covering the pedestrian crossing with a large leafless tree. On either side of the road, beneath the traffic lights, were placed sponge cushions soaked in green, environmentally friendly, washable paint. As pedestrians walked towards the crossing, they stepped on the green sponge, thus leaving green foot imprints on the canvas of the tree. Each ‘green’ footprint on the canvas looked like leaves growing on a bare tree, which made people feel that by walking they could create a greener environment.
The ‘Green Pedestrian Crossing’ was carried out across 7 thoroughfares in Shanghai. The campaign was then extended to 132 roads across 15 cities in China, with a participation exceeding 3.92 million people.
Media interest, both online and offline, was significant. After the campaign launch, there were more than 300 thousands re-direct and 50 thousand posts on the Sina Microblog. Research revealed that general public awareness of environmental protection had increased by 86%.
One simple word: AWESOME and an ADFEST award well deserved. Perhaps one question though, what was done with canvases and other campaign materials? Have they been recycled?
How timely was it for the Clean Air Action Network (Hong Kong’s most visible environmental activist group) to come up with a new advertising campaign these past two weeks, right when the air in Hong Kong has been soooo polluted. And what a great commercial too!
The new ad below, featuring Hong Kong movie star David Wu, has gotten tons of views on the web and is playing in movie theaters all over Hong Kong. Instead of adopting a frightening tone by highlighting the health dangers of air pollution, this ad takes a very sarcastic…and funny approach to the issue of air pollution, in a great kitschy 1980s style!
“Fresh Air”, anyone?
Credits: Advertising Agency: DDB; Director: Shern Sharma; Original Music: Denise Hofmann
For the Chinese version, click here.
For the second year in a row, I am very excited to be media partner of Communitelligence’s Communicating Sustainability conference, which will be held on September 22 and 23 in Santa Clara, California.
Very excited, why?
Because it touches on a critical aspect of (genuine) corporate sustainability: bringing it at the core of what businesses stand for, at the core of their culture, mission and values….their DNA!
Because it brings together a global audience of experts and professionals from a wide range of organizations – businesses, non-profits, media, etc. – to discuss latest trends of sustainability communications
Because it is also accessible to people like me who do not live in the US: the second day of the conference will be a virtual conference!
For more information, please check Communitelligence’s website here. Enjoy!
Sorry for having neglected my blog for so many months, I have been busy settling into my new Hong Kong life (which I love by the way – I may share more on that later).
A new academic year has just started. ‘C’est la rentrée’ as we say in France. Summer holidays are over. I now intend to be back in full steam!
I missed all our online conversations, whether here on this blog or on Twitter. So many things have happened during these past few months (the BP spill just to mention one) and have triggered some great debates and thinking. Let’s keep it going.
There are a few draft posts in the pipeline – coming soon! Stay tuned
The Sustainability Conversations blog aims at sharing insights and resources on how organizations can leverage 360° strategic communications and stakeholder engagement to become sustainability leaders and, ultimately, positive change agents.
I am a true believer that in the ‘C world’ of Citizen Renaissance and Conversation Age, Sustainability and CSR are powerful assets to engage stakeholders on issues that [...]more →
The word ‘sustainability’ itself. And the language that goes with it.
