April 22 is Earth Day, and it couldn’t come at a more important time in our society!
The business world has changed. No longer can companies skate by, hoping their customers don’t notice, aren’t aware, or worse—don’t care about their impact on the environment. Public opinion has undergone a dramatic shift in the past few years, one toward greater transparency in business practices and products. Consumers expect more authentic actions from companies than ever before, and it’s only growing in demand.
Along with powerhouses such as Deloitte, Google , and Sprout Social , IBM has the research to back up that assertion. Per a survey conducted in 2020 , IBM found that:
- Nearly 60% of consumers will change their shopping habits to reduce environmental impact.
- Nearly 80% of respondents indicate sustainability is important for them.
- Over 70% say they would pay a premium of 35 percent, on average, for brands that are sustainable and environmentally responsible.
Thus, caring for the Earth is not just the right thing to do, it’s proving to be a smart business decision as well. Believe it or not, the main secret to success lies in how you communicate your efforts. Tell your story right, and you’ll reap the rewards. Get it wrong, and it can tarnish your company’s reputation, in some cases overnight.
The industry calls this greenwashing—the promotion of the veneer of corporate social responsibility with none of the tangible results. It’s a dirty spin tactic that’s more common than you might think.
In honor of Earth Day and as experts in public relations and communications, we want to share our favorite dos and don’ts to help your company make a real environmental difference with confidence.
The Right Way to Communicate Your Sustainability Initiatives (with Examples)
Getting Started: Where Do You Even Begin?
So, you want to make a difference. Great! The first thing we recommend is evaluating your company’s impact based on the ESG performance framework. Many of the top Fortune 500 companies use this three-pronged method for measuring and holding companies accountable. Luckily, you can benefit from it even if you aren’t on the Fortune 500.
Here’s what it means:
- E for Environmental Criteria : It’s the total environmental impact of your supply chain, from the materials you use to transportation to the electricity that powers your facilities. It also includes considerations such as how and where you dispose of hazardous waste, environmental regulations you follow (or ignore) and any other ways your operations affect the planet.
- S for Social Criteria : This marker encompasses the relationships your business has with others. Who are your partners? Who have you partnered with in the past? Who are you looking to partner with in the future? Think about who makes your products or who implements your services. Are they diverse? Are they ethical?
- G is for Governance : Do you hold yourself accountable for what you say you’re going to do? While it could be in the form of a regulatory committee, it can also be in the form of key performance indicators, such as the number of emissions you reduce year-over-year or the percentage of products you use or create that are made with recycled plastic.
Concepts to Avoid: Vague Goals
Here’s the big problem: No one has a standard for ESG goals. This shortfall in the system creates big margins for error and allows for potential greenwashing from companies. They earnestly look like they’re making a difference but because they’re tracking the wrong metrics or they’re marketing it in a misleading manner.
Vague goals are objectives that aren’t easily measured. For example, your carbon footprint is easily measurable, but if you’re calling a product “100% recyclable” or “plant-based” and it still contains other non-plant-based products, you haven’t set good goals. And you run the risk of being called out as misleading your customers