This post first appeared in Anthony Bullick’s Daily Post column.
At a CBI Sustainability Community event this month, a key discussion point centred on SMEs and the hurdles they face in the journey to Net Zero.
One of the vital components was communication with stakeholders to bring them on board with your commitments, keep them updated, encourage them to take action, and build trust and goodwill.
In addition, greenwashing and greenhushing, the act of staying silent through fear of falling foul of the former, is a clear cause for concern.
The first step to success is identifying your stakeholders and understanding their different expectations, needs, wants, and worries.
For example, current and prospective clients will likely be interested in learning more about your recent activity as well as plans for reaching Net Zero.
Meanwhile, your supply chain may be looking to you to lead the way or for ideas and guidance on what they can do within their own organisation.
Latest stats show 90 per cent of employees are more inspired, motivated, and loyal when they work at a company with a strong sense of purpose, which makes internal communication integral.
Involving the workforce at the outset of decision gives them a voice and makes them feel like a genuine part of the chosen route to battling the climate crisis.
Having them as brand ambassadors adds huge credibility to your green messaging.
Maintain frequent, open, and honest communication with all stakeholders to tell your business’ story. Not all sectors, for example transport and aviation, are able to move as quickly to decarbonise, and transparency on your aims and the context surrounding them is critical.
Place content, which may be a mix of news stories, videos, and infographics, directly in front of them.
Consider where each audience is to ensure the correct channel is chosen. Which industry publications do they read? Will paid social media support your efforts? Is your email database up to date?
People are becoming ever more constrained by time, as well as more savvy to advertising, which means storytelling becomes increasingly more important to ensure your activity resonates with your stakeholders.
There’s a strong chance that showcasing your actions, such as via an engaging and interactive environmental, social, and governance (ESG) report, leads to higher interest from and collaboration opportunities with those who matter most to your organisation.
This has been evidence with sustainability reports driving suggestions as well as proactive and positive responses from staff and the supply chain.