Although I’ve always been conscious of my choices and the impact they have on the environment, it wasn’t until recently that sustainability communications became a focus area for me at work. From Coca-Cola to H&M, there’s a dozen examples of agencies and brands getting so caught up in the day-to-day that they end up falling into the greenwashing trap. From exaggerating their Environmental, Social and Corporate Governance (ESG) credentials to making sustainability claims in the name of publicity, we’ve seen it all.
Incidents like SHEIN’s donation to textile waste workers in Ghana and Alliance to End Plastic Waste (AEPW)’s failure to complete its flagship clean-up project raised questions about authenticity and highlighted the challenges of communicating sustainability messages.
Events like this impact a brand’s reputation. In fact, with the rise of ESG awareness, consumers in APAC are becoming increasingly concerned about the planet. With quicker access to brands via social media, consumers have become more informed, and armed with knowledge to scrutinise corporations for greenwashing.
On the flip side, some companies to not disclose their sustainability achievements or milestones due to the fear of being cancelled. Neither situation has a good outcome, so how can brands engage effectively in sustainability messaging while avoiding the greenwashing trap?
1. Make Everyone a Custodian of Sustainability
To begin with, it’s important to establish sustainability as an organisation-wide effort, rather than one department’s responsibility. It requires combined action from teams across functions, such as product, supply chain, manufacturing, operations, finance, communications and public relations. When people adopt a sustainability mindset, the organisation is more likely to make tangible progress in its day-to-day practices.
Specifically for communications professionals who are already the gatekeepers of a brand’s messaging, it’s time to get intentional with sustainability communications. One of the biggest learnings from my experience with CSR is that sustainability stories aren’t considered “sexy”, especially in an increasingly short news cycle. However, it is up to communications professionals to spearhead these conversations – which could possibly be difficult, but has long-term benefits nonetheless, like building trust with consumers and improving the company’s reputation..
2. Engage in Honest Dialogue around Sustainability
Sustainability is an ongoing journey, not a destination. It’s crucial to engage in honest dialogue to demonstrate a collective commitment to change.
In 2022, a climate reporter highlighted that newspapers have been turning down “gloom and doom” climate stories because their readers were tired of the negativity and were struggling with climate anxiety. I understand this situation first-hand because our team has had to work twice as hard to secure the stories that needed to be told.
By fostering open and honest dialogue, organisations can build stronger relationships with their stakeholders and work towards greener practices. After all, transparency, accountability and authenticity are key factors when it comes to articulating and acting on a brand’s sustainability commitments.
3. Back-Up Sustainability Claims with Data
Beyond dialogue, both in-house and public relations agency professionals must be brave enough to evaluate a company’s sustainability claims. One of the most critical aspects of credible sustainability messaging is ensuring that the claims are backed by concrete evidence.
Evidence in the form of quantifiable data, such as carbon emission reductions and waste generation metrics, is more likely to add weight to sustainability-related messages. On top of that, obtaining third-party verification in the form of reputable endorsements, such as a B-Corp certification (a designation for companies that demonstrate high social and environmental performance), further validates a company’s sustainability efforts.
Conversely, it’s necessary for communications professionals to push back and voice their concerns when the facts don’t align with the messaging. Vague claims, misleading imagery and false labels are some of the typical greenwashing red flags.
Therefore, while It might not be the default for many agencies, at Mutant Communications, we believe in flagging these issues ahead of time – and pushing back where necessary – before they lead to larger problems for the brand. To that end, we have said no to a room full of senior executives who did not have concrete proof points to back up their sustainability messaging.
By insisting on greater accountability, communications and public relations professionals can push for more responsible sustainability PR and messaging and prevent potential communications crises.
4. Have a Robust Crisis Communications Plan
Communications professionals ideally hold a mirror to the brand, ensuring authentic and honest sustainability messaging. However, things can still go awry, which is why brands must have a robust crisis communications plan in place.
A good place to start is to have a crisis toolkit, which details possible communications issues that might surface, immediate next steps, and specific responses to stakeholders. Such a toolkit allows brands to not only plan ahead, but also to set the record straight, should they end up embroiled in controversy.
For example, in the event that an organisation is found to have engaged in unsustainable practices such as greenwashing, communications professionals must be prepared to respond swiftly and transparently. Rather than hoping the issue will blow over, they should address the issues head-on through media events and take responsibility for any missteps. In such cases, transparency and proactive communication are vital to mitigate reputational damage and rebuild stakeholder trust.
In the long term, brands can leverage other communication tools, including their owned pages, paid search and relevant influencers, to repair and strengthen their reputation. However, the crisis responses should still accurately reflect the organisation’s actual practices and internal policies.
Sustainability as a Collective Responsibility
In a world where consumers can easily find alternatives to any given brand’s products or services, building consumer trust around a brand’s sustainability claims is tough. Moreover, this trust can erode just as quickly when problems arise. Still, it’s more important than ever for businesses in Singapore and beyond to share legitimate efforts and progress – no matter how small – as we approach crucial climate deadlines. As sustainability messengers between all stakeholders, it is our responsibility to make stories interesting while communicating honestly.
Need a PR agency or content creation agency in Singapore to help you craft a strong sustainability communications strategy? Talk to us at [email protected].