Clear, simple, and direct communication is absolutely essential. Let us avoid, therefore, scientific jargon and complex messages with an asterisk at the end.
When the most powerful country in the world prepares to change and, in doing so, drags the rest of the world along with it, talking about sustainability may seem childish. When we know the position, ambitions, and modus operandi of those who will lead it, questioning whether what has been built in recent years will withstand the next four is almost a leap of faith.
First of all, I hope that brands and companies do not follow the bad example set by digital platforms that prefer presidential harmony over truth. However, sustainability has been gaining space and relevance in the communication of brands and companies that wish to positively influence consumer behavior and contribute to a more balanced future for everyone. That said, I have been watching, with some astonishment, campaigns that could be communicating anything else…
It is essential that companies and brands wishing to communicate sustainability effectively do so with an approach that balances their legitimate aspirations with transparency. Traditional advertising communication is rich in superlatives. In sustainability communication, claiming that a product is “the most sustainable” or “100% eco-friendly” is exaggerated and misleading. Sustainability is not a destination, but rather a continuous journey, where one goal achieved is immediately followed by another. It is a cycle without end, with improvements and milestones reached. Acknowledging facts honestly, embracing limitations, and addressing inherent challenges will convey the authenticity that builds trust with consumers.
For this reason, transparency is another fundamental pillar. Communicating sustainability and its commitments requires clarity and verifiable data. When a brand or company reports its progress, and even its challenges, openly, it has a much better chance of impacting conscious and critical consumers. As we always say, truth defends brands. No matter how difficult it may be.
Sustainability is not the only variable in the purchasing journey; price, quality, and convenience continue to play determining roles. Expecting the consumer to choose based solely on one characteristic is certainly not the best strategy. Brands must be sustainable because that has to be their purpose by vocation and mission, not just a short-term commercial argument. This means that products and services need to continue offering tangible benefits, in addition to meeting “only” environmental or social criteria.
Clear, simple, and direct communication is absolutely essential. Let us therefore avoid scientific jargon and complex messages encrypted with an asterisk at the end. If the message is simple and direct, the chances of the audience understanding it clearly and having a positive impact on their behavior and choices increase exponentially.
Sustainability communication requires a long-term perspective. Major transformations cannot be achieved overnight. They need time. Therefore, this communication model, being a gradual process, demands consistency. Treating sustainability as a trend or a fad is a recipe I would not recommend. Sustainability must be addressed at the level of the strategy and values of brands and organizations.
Speaking the truth, with measurable data, communicating clearly in a simple and direct way, understanding that the final goal is not the achievement itself, and realizing that the long term is the only thing that matters, are the absolutely essential conditions for brands and companies. And by the way, if politicians followed this same example, the world would certainly be a much better place!
Article written by João Santos, COO of WYgroup, in the ECO magazine.
