When successfully communicating and promoting a certain product or cause, I learnt over the years that you need to keep it simple. Not overly simple but simple enough to let your audience know what you want to tell at a moments notice and with a tone they understand. This simplicity but also directness is not something you can learn quickly but only by continuous, honest and substantiated stakeholder engagement. This is the link to a stakeholder engagement series I wrote several months ago: A structured stakeholder engagement approach.
I believe that this kind of simplicity & directness is essential when we look at promoting CSR / Sustainability. Anything else will not work. It might work in the short term but long term engagement needs to include a different tactic.
Companies and related to CSR / Sustainability communications work I like at the moment:
What other good communication & promotion examples have you come across lately?
Picture Credit: Wesley Fryer
Today we received our organic vegetable box as we do every Monday. Inside where some great vegetables and this little note:
What a great short note to say that this lettuce is not perfect but that there is also nothing wrong with it. This is what I call direct and easy to understand communication. I, as a customer, would like to see more of this kind of communication. But obviously this is not the norm we all know when we talk about Sustainability / CSR reports and related documents.
This kind of communication as illustrated above is therefore I believe even more important if you are communicating your Sustainability / CSR topics as a business.
Why? Because Sustainability / CSR topics are not as easy to communicate as a soft drink that has less sugar then the leading brand for example. A Sustainability / CSR message is a lot less exciting and relies more on facts and is generally considered ‘boring’ by most of its stakeholders.
So what are good examples where Sustainability / CSR topic have been communicated in a way that is easy to understand, direct and something I would call as good communication?
My top five currently are:
To sum up:
Good and effective Sustainability / CSR communication needs to be direct, uncomplicated and friendly but at the same time focused on the cultural context of the individual target group.
Here is an example: A message of Sustainability / CSR excellence that is intended for the Scandinavian market has to be focus more on the cultural context of the Scandinavian public. This same communication would most likely not work with the audience in the Spanish market.
I will try to find the time in the coming weeks to write a separate post about this crucial aspect in Sustainability / CSR communications: The cultural difference and Sustainability / CSR communication. In the meantime I would love to hear your views on the points I raised in this post.