Three dimensions for communicating sustainability
With regard to sustainability and social responsibility, The work of communication and marketing departments or marketing communication agencies involves investing in the strategic communication of these concepts. Its publication and dissemination must take into account the different audiences of the companies, highlighting clear objectives and using the appropriate channels so that it is completely transparent.
Three dimensions to communicating sustainability: Information, Change and Process. Communicating sustainability, for change and through a process that seeks to be as sustainable as possible by balancing the economic, social and environmental pillars in all its actions.
Information is the communication dimension of sustainability, given society's growing demand for the company to be involved in solving social problems around it. What has the company been doing in this area? What about you as a professional? Communicating sustainability should be done in the gerund in order to emphasize that it is an ongoing process and to communicate what is actually being done.
In communication for sustainability, by correctly informing about sustainable actions, attitudes and attitudes, companies can be agents of change given their ability, depending on their size, sector and consequent power of influence, to drive individual transformations. Here the company has to take the focus off itself and encourage others to take action. stakeholders to help build a more sustainable reality as a whole. It's necessary to engage in dialog, adopting means and messages, time and rhythm for each one.
The process of communicating issues related to sustainability and bringing about change by disseminating good practices and education on the subject can be profitable and socially just. It would not be possible to work on communication for sustainability with, for example, a process that generates waste or feeds some kind of prejudice. Communication must set an example for other colleagues, partners and clients. The communication process, in the context of sustainable development, is an asset for the company, as it increases internal motivation and attracts external attention. And no one can say that the rules of communication are “Do as I say, but don't do as I do”!