How robust internal communication can maximise the impact of sustainability efforts
Internal communication plays a pivotal role in driving corporate sustainability efforts. Without internal ‘buy in’ and advocacy, sustainability strategies can stall. However, with sustainability managers stretched and juggling a growing number of responsibilities, internal communication can often ‘fall through the cracks’.
With recognised gaps between sustainability ‘ambition and execution’, alongside growing regulatory and media focus on greenwashing and the introduction of mandatory climate reporting, strategic and coordinated internal sustainability communication has never been more important.
Here we outline some key internal communication challenges facing sustainability leaders and how communication and sustainability professionals can work together to overcome them.
Building board engagement and understanding
Engaging the board is essential for developing and implementing sustainability strategies that deliver real impact. However, this isn’t easy. Often, board members may lack a deep understanding of sustainability issues and opportunities, or perceive them as peripheral to the business. For example, a recent global report from BCG found more than two-thirds of board directors (68%) feel that sustainability has little impact on financial performance. Meanwhile, research released by the AICD this week reveals just 45% of Australian company directors are confident in their board’s competence on climate change.
Effective internal communication can help bridge this gap by providing clear, easy-to-understand information about sustainability action and how it aligns with and supports your organisation’s purpose and strategy. It is also increasingly critical to demonstrate that sustainability action is a long-term growth driver (i.e. an opportunity rather than a risk) and something that is demanded by investors. Importantly, communication needs to be succinct, honest, direct and clearly position sustainability as the strategic imperative it is.
Earning buy-in and staff engagement
Without the support and commitment of staff, sustainability efforts will falter. Strategic and coordinated internal communication plays a crucial role in fostering buy-in by enhancing awareness and understanding, encouraging participation and generating enthusiasm.
It’s important to remember that engaging employees in sustainability goes beyond awareness and compliance. It’s about empowering them to contribute and to act as ambassadors for sustainability in their day-to-day work. If members of your own organisation don’t understand your sustainability strategy, it is highly unlikely that key external stakeholders will either.
Achieving meaningful engagement requires more than just disseminating information. It involves fostering a culture that values sustainability and encourages collaboration and innovation. This can be achieved through authentic communication, celebrating success and telling stories that recognise and reward sustainability champions and actions. Sustainability communication must also be regular and integrated across internal channels such as staff meetings, newsletters, and internal platforms.
With this in mind, our tips for enhancing internal communication on sustainability include:
Reinforcing how sustainability action aligns with and supports your organisation’s purpose, strategy and success
Keeping communication simple, outcomes-focused and free from jargon
Sharing authentic stories that include challenges and hurdles, as well as progress and achievements, and providing opportunities for participation and collaboration
Creating easy to digest visual content that is engaging and sharable across multiple channels
Tailoring communication to different internal audiences, ‘going where they are’ and taking an integrated and ongoing approach to internal sustainability communication.
Our team at Kaizen has a track record of supporting corporate sustainability teams to raise the profile of and earn buy-in for corporate sustainability strategies. To talk to our team about how we can help with your internal sustainability communication, contact our Director Chris Williams for a confidential discussion – chris@kaizenco.au.