When it comes to the environment, most consumers give precedence to scientists, environmental groups, and experts over businesses and governments. When there is a deficit of credibility in the matter, an organization is not very likely to win a battle for public opinion. Corporate ethics are questioned by organizations these days, if an organization wants to be well-positioned, it must consider taking a position. Environmental concerns and sustainability strengthen public relations efforts as they help to build trust and create better relationships for businesses.
Environmental Responsibility
Today, businesses should prioritize their environmental impact. They should invest in initiatives and work towards creating more positive social change. For instance, Dr. Bronner makes environmentally responsible products. Their profits are also used to promote positive social change. Farmers are given educational initiatives to learn more about regenerative organic agriculture.
Genuine Environmental Consciousness
Businesses should avoid building a corporate image with self-laudatory green ads. Boasting about one’s environmental consciousness can create doubts in the minds of customers, particularly those who are intent on finding any environmental problem. If the environmental purpose of a business meets a minimum acceptable standard, it should not look for awards. While a record should be kept about the good performance of a business, it should not become boastful.
Sustainability Should be Communicated Through Action
The term ‘sustainability’ means different things to different people. For some people, it can mean crop rotation, for others it may mean using water-efficient fixtures. If a business wants to claim that it is sustainable, then it must accompany that with a definition, so that the public can weigh the truth of what it claims. According to a study, most people are so confused about the meaning of sustainability that they are skeptical about corporate sincerity. So, a business should tell people what they are doing to be considered sustainable.
Make Measurable Claims
If a business uses generalities about it being sustainable, it will alienate the audience rather than reassure them. If a business talks about sustainability actions that people cannot measure, it is likely that they will not believe in the business. To be credible, the claims made must be measurable and specific.
Be Human
When talking about issues that require expertise or are technical it is tempting to slip into jargon—this should be avoided. The public is impatient with baffling explanations. Terms like ‘economic indicators’ should be replaced by ‘jobs,’ and ‘environment’ should be replaced by talk about fresh air and clean water. A business must speak to people about things that matter to them.
Be Part of the Solution
People are not sure about what they can do personally when it comes to sustainability. They feel overwhelmed by the challenges they face but they want to be a part of the solution. They should be given options to do so. Vague policy issues should be avoided, people should be told how that can save money, energy, and time. Likely benefits should be discussed. For instance, people can be told if they give up their car, there will be fewer diseases like asthma.
The author, Matt Caiola, is Co-CEO of 5WPR, a leading PR firm.
