How do you best communicate sustainable development as a company
November 2024 - The CSRD has made corporate sustainability a central pillar of many companies' strategies. More transparency about and better quality of sustainability information: that's what it's all about. How do you best approach communication on corporate sustainability?
From January 2025, the Corporate Sustainability Reporting Directive (CSRD) requires some two thousand larger Belgian companies to regularly prepare a detailed report on, among other things, their environmental impact, personnel policy, measures against corruption and bribery, and compliance with human rights. As yet, this directive has not been translated into Belgian legislation (the deadline for this was July 2024), yet most companies will feel its impact.
Besides large companies, SMEs will soon also be required to report sustainably. Customers and suppliers are raising the bar in this area. An entrepreneur who proactively responds to this will have more than an edge over the competition. We list four practical tips.
Tip 1: Communicate sustainable business initiatives on an ongoing basis
Publishing an annual sustainability report is no longer enough to convince stakeholders of the seriousness and integrity of sustainability efforts. While such reports remain important, they are only one link in a broader communication approach. Entrepreneurs should communicate regularly and proactively about their sustainability initiatives, including through social media, newsletters, blog posts and videos. Make sure the message is consistent and the progress and challenges of sustainability efforts are shared transparently.
Consumers, investors and other stakeholders want to see that a company is actively working on sustainability. Not only on paper, but also in daily practice. This means that companies should communicate about concrete steps they are taking, successes they are achieving and challenges they are facing. Make sustainability a permanent topic of discussion.
Tip 2: From compliance to opportunity
Mandatory CSRD reporting requirements offer entrepreneurs unique opportunities to differentiate themselves from direct competitors. It is therefore about much more than ‘compliance’, or complying with applicable regulations.
A company that goes beyond what is legally required can position itself as a leader in sustainability. This requires a proactive approach, investing in actions that go beyond the minimum requirements. Consider, for example, investing in new technologies, developing sustainable products and/or working with NGOs to increase impact. This approach opens the door to brand loyalty, new market opportunities and attracting investors seeking sustainable investments.
Tip 3: deploy creative communication to the maximum
In a world where sustainability is increasingly becoming the norm, it is essential to stand out through creative communication. So look beyond traditional communication channels and formats. For example, how about storytelling as a powerful tool to hold stakeholders' attention? Get employees talking about sustainable initiatives they are involved in, or give customers insight into how they contribute to the company's sustainability goals.
Using visual tools such as infographics, videos and interactive online platforms also help make complex sustainability information more accessible and engaging. And why not use innovative technologies such as augmented reality (AR) or virtual reality (VR) to convey a sustainability message in a new, interactive way?
Tip 4: Use vulnerability as an asset
One of the most effective ways to build trust with stakeholders is by showing vulnerability in sustainability communications. This means that companies not only share their successes, but are also honest about the challenges and failures they experience along the way. Transparency about the obstacles to overcome shows that a company is truly committed to sustainability, even when the going gets tough.
Vulnerability also means that a company admits that it does not have all the answers or that it is still learning how to improve its impact. At a time when greenwashing is a growing problem, this honesty creates a more authentic and credible image.
