What’s the Achilles’ heel of sustainability communications?

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?