Communicating sustainability through actionWe believe the more you know about us, the more you’ll understand how we think. When it comes to sustainability, people are confused about the meaning of the word. A general rule is especially critical here: effective communication is 80 per cent performance, 20 per cent telling people about it. Speak about what you do, not about what you are. Tell people about what your company is doing to be more sustainable, not about your mission and aspirations.
Define sustainability"Sustainability" has been used to mean many different things and may even prompt a negative public reaction. A recent TeckCominco ad boasted that the company is a world leader in making "mining more economically and environmentally sustainable." The lack of specifics makes this claim more likely to engender cynicism than garner support. Consider, in contrast, a Capers and Vancouver Aquarium ad on "ocean-friendly seafood," which said that "sustainable" means a species is abundant and resilient to fishing pressures, well-managed based on current research, harvested to minimize by-catch of other species, harvested using methods that don't damage ocean habitats. Capers and the Vancouver Aquarium demonstrate a clear understanding of sustainability as it applies to their initiative. That goes a long way toward building public trust.
Use the language of accountabilityClaims of sustainability that are specific and measurable will build your credibility and avoid charges of hypocrisy. Generalities are more likely to alienate than reassure your audience. Accountable: a UBC ad noted that UBC Vancouver is five years ahead of schedule in meeting its share of Canada's Kyoto commitments. Not-so-accountable: Enbridge claimed to be a sustainable company via its support of a stream restoration organization. The stream project may be great, but the ad doesn’t give customers a way to measure the company's actual sustainability performance. Even more vague: a Hemlock Printers ad says the company is "committed to sustainability" but gives no example of specific action or practice. People want specifics. They want transparency and clarity.
Use a human voiceThe internet has revived the art of conversation – conversation that occurs in an authentic voice. Avoid corporate speak. Avoid talking vaguely about concepts in favour of speaking directly to people about people and the things that matter to them. Don't talk about "the environment;" talk about fresh air and clean water. Use statistics with everyday meaning. Don't talk about fuel efficiency as tons of greenhouse gases; talk instead about gallons consumed or number of cars off the road.
Hoggan’s Seven Rules for Communicating Sustainability
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