For the last 25 years world leaders have met annually to attempt to tackle one of the biggest challenges facing our world today: The Climate Emergency.
With last year’s Conference of the Parties (COP) being cancelled because of the Coronavirus pandemic, this November sees tens of thousands of negotiators, government representatives, businesses and members of the public gather in Glasgow for 12 days of talks at COP26.
And the event couldn’t be more timely, after this week’s dire warnings from the Intergovernmental Panel on Climate Change (IPCC) about the rapid advance of climate change and human-produced greenhouse gases being “unequivocally” to blame. In short, it’s a ‘code red for humanity’.
Many big brands including BMW, GSK and Hitachi will be present, but if your business isn’t one of these, how can you best join the debate and demonstrate your authentic commitment to environmental reform?
Sustainability and business performance
There are fundamental financial, operational and of course moral reasons why sustainability must be at the forefront of a brand’s commercial strategy. Beyond helping to combat global challenges, sustainability drives business success and corporate leaders globally are now being held accountable by shareholders for ESG performance.
Research shows that companies with a high Environmental, Social and Governance (ESG) rating have a lower cost of debt and equity, and that sustainability initiatives can improve financial performance while driving public support[1]. So “doing good” and “doing well” go hand in hand.
If your business is putting in the time and resources to taking its environmental impact seriously, then this should form a core element of your communications strategy.
Before engaging stakeholders, consider the following PR and communications points:
- Think about your positioning and work within your genuine areas of expertise. Climate change, especially, is a complex issue and requires an holistic, collective effort from businesses, governments and consumers. Look at where your brand can make a tangible impact and apply sharp focus, providing credible, meaningful commentary and expertise
- Avoid ‘greenwashing’. This follows on from the first point. Unless you have robust evidence and unambiguous examples of how you are positively impacting the environment or society, avoid delivering misinformation or making false representations – it will backfire and could even lead to prosecution
- Be transparent and make a real difference. Commit to real targets and outcomes and stick to them
- Celebrate success. Businesses will perform better if their people are engaged and onboard. Encourage those team members that go above and beyond to make a positive difference by acknowledging their hard work internally and externally
- Seek inspiration. Many organisations feel that they can’t contribute to the sustainability agenda as they are a small cog in a much larger machine or don’t have the relevant expertise. Don’t be afraid to work with experienced ESG consultants who can provide sage advice as to how your business can behave and operate more ethically and responsibly, as well as drive commercial performance
With COP26 just around the corner, there has never been a better time to reflect on your brand’s environmental and societal impact – your reputation and future success depends on it.
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References
[1] Spiliakos, A. (2018). What Is Sustainability in Business? | HBS Online. [online] Harvard Business School Online Blog. Available at: https://online.hbs.edu/blog/post/what-is-sustainability-in-business