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Feb 28, 2024

Why is Sustainable Communication relevant?

sustainability

 

Comunicar sustentabilidade pode melhorar a forma como as organizações se relacionam com o ambiente e com os seus stakeholders. In turn, this strategy can help organizations increase brand loyalty, improve employee satisfaction, comply with regulations and increase profits.

 

  1. Increase brand loyalty

Organizations that engage honestly in sustainable communication can build brand loyalty with environmentally and socially conscious consumers. Brand loyalty is a commitment to a brand based on its perceived trustworthiness and values. If organizations can link their brand image to a broader environmental or social mission, such as fighting climate change or discrimination, they can increase customer retention rates.

Customers who demonstrate loyalty to brands make frequent purchases, even if competitors offer lower prices. Repeat business costs organizations less in advertising than acquiring new customers and can generate a significant share of revenues.

  1. Improving employee engagement

Just as consumers want to spend money with brands that share their values, professionals want to feel that the work they do has a positive effect. Honest sustainable communication requires organizations to improve their ESG practices, which can make employees more engaged in their work. Employees who value sustainability can feel fulfilled if they work for organizations that prioritize ESG.

Organizations can also implement social sustainability policies - the social aspect of ESG - to potentially improve the daily lives of their people. For example, an organization may implement a flexible paid time off policy to prioritize employees' work-life balance over short-term profit. This type of social sustainability policy can improve satisfaction and reduce turnover.

  1. Supporting regulatory compliance

Para lançar campanhas eficazes, os líderes empresariais devem abordar os efeitos ambientais e sociais das suas organizações. Por exemplo, uma organização pode reduzir as suas emissões de gases com efeito de estufa e divulgar voluntariamente os seus níveis de emissão antes de se envolver na comunicação da sustentabilidade. Estas práticas podem ajudar as organizações a cumprir um número crescente de regulamentos ESG.

For example, in January 2023, the EU finalized the corporate sustainability reporting directive, which expanded the number of organizations required to publicly disclose their ESG data.

Sustainable communication encourages organizations to improve their environmental and social business practices, which can help them comply with current - and potentially future - regulations.

  1. Increasing profits

In the past, many business leaders saw sustainability initiatives as obstacles to success, as they may require costly upfront investments. However, sustainable practices can increase organizations' profits. For example, a sustainable communication campaign can focus on reducing an organization's energy and water consumption. As organizations implement more energy-efficient technologies, appliances and processes, they can reduce operating costs.

Os investidores também utilizam as classificações ESG – que medem a exposição a longo prazo das organizações a riscos ambientais e sociais – para identificar investimentos rentáveis. As organizações com classificações ESG elevadas podem receber mais financiamento dos investidores do que outras, o que pode criar oportunidades de crescimento e conduzir a um aumento dos lucros, ao comunicar sustentabilidade.

If organizations adopt sustainable communication strategies, they can become more competitive in their markets. However, if they consciously or unconsciously make false claims about their sustainability initiatives - a practice known as greenwashing - their campaigns can be "expensive". Before organizations launch sustainable marketing campaigns, they can meet with sustainability consultants to learn how to implement effective ESG initiatives.

How to avoid the greenwashing effect?

Cada vez mais o mote é o de diferenciação ao comunicar sustentabilidade. Para que uma organização conquiste um fator de competitividade face à concorrência exige-se que assuma a diferença e que procure processos e elementos que a tornem especial, única e inovadora.

Num mercado em que os consumidores colocam crescente planeamento e esforço na escolha de produtos e serviços ecológicos, ser acusado de passar uma imagem “verde” apenas em busca de expetáveis benefícios de marketing pode danoso para qualquer empresa.

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