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Creative consultancy Radley Yeldar published their report Words that work: effective language in sustainability communications<\/a>. <\/p>\n The consultancy claims that there has been a shift in the quantity, yet not the quality of communications when it comes to sustainability. And we couldn\u2019t agree more. Thanks to Greta Thunberg and the Fridays for Future Movement<\/a>, the climate crisis finally received the media attention is not only deserves, but desperately needs. <\/p>\n However, as the report states, \u201cProgress on sustainability issues is still being held back by communications that lack either the strategic rigour or creativity used to communicate in other spheres.\u201d <\/p>\n \n 1. When communicating sustainability topics, avoid using jargon. Technical terms are great within the industry and when speaking to your co-workers but avoid using complex language when communicating with anyone else. As the report righteously points out, \u201cNothing kills people\u2019s interest faster than impenetrable jargon.\u201d <\/p>\n 2. Stay away from macro communications. As the report identifies, messages like \u201cwe have until 2030 to save the planet\u201d are neither unique, nor informative. Be clear about what your company is doing about the issue. Be specific. And make it relatable to your audience. <\/p>\n 3. Avoid using the word \u201csustainability.\u201d Overused words tend to lose their meaning. The word has been abused for greenwashing purposes around the globe, and we must refrain from using it when it comes to specific communications. <\/p>\n One of the key insights from the report is that \u201cOn average, the word \u201csustainability\u201d is repeated 10 times on each sustainability webpage for Forbes top 50 brands. But the most sustainable brands? They only used it once. The most sustainable brands know the word has been used and abused over the years.\u201d<\/p>\n \n \n To ensure you are communicating effectively: <\/p>\n Put your audience first<\/p>\n<\/li>\n Bring in diverse voices and opinions <\/p>\n<\/li>\n Get specific<\/p>\n<\/li>\n Frame is right<\/p>\n<\/li>\n Avoid the s-word <\/p>\n<\/li>\n Explain the why<\/p>\n<\/li>\n Make it personal<\/p>\n<\/li>\n Be honest<\/p>\n<\/li>\n Make the future tangible<\/p>\n<\/li>\n Say it your way <\/p>\n<\/li>\n<\/ul>\n \n You\u2019ll find a detailed breakdown of each point in the full report here,<\/a> yet one last takeaway we\u2019d like to share is that whilst not talking about \u201csustainability\u201d when talking about sustainability seems to make no sense at all, it serves two important purposes: <\/p>\n 1. To be able to focus on what matters \u2013 focus on the individual topics at hand.<\/p>\n 2. To make sustainability the norm \u2013 by normalizing the topic you do your part in turning it into a mainstream subject. <\/p>\n Make sure to educate your clients, co-workers, or company to increase the quality over the quantity of communication when it comes to the s-word. <\/p>\n \n \nHow to Progress to the Next Level <\/strong><\/h3>\n
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\u201cSustainability communications sometimes work best when they don\u2019t really talk about sustainability and they just make sense to people in the context of their lives.\u201d – Dr. Arran Stibble <\/h3>\n<\/blockquote>\n
Quick Tips <\/strong><\/h3>\n
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