100 points to know about...
Inclusive project management

With all this, one could think that communication (or marketing) and sustainable development cannot go hand in hand, especially considering that the production of advertising is very polluting. However, it seems normal for companies to want to communicate on their services and engagements. What are the reasons for a company to be responsible regarding communication and marketing?

Reasons and benefits

• It has become impossible today for companies not to take a stand or to get involved in these issues for their reputation: they are expected to express themselves publicly and act.
• Environmental commitment has become a competitive argument: with the progressive awareness of the population and the implementation of climate policies, companies can distinguish themselves from others by promoting responsible behavior.
• The attractiveness of the company to future employees: the next generation of workers is very attached to the values that companies defend and will be seduced by a committed company
• The preservation of its activities: a company has no interest in assisting or participating to the disappearance of the ecosystem in which it evolves, so it should act responsibly even in its communication and marketing
• A fundamental question of ethics and a true role to play: it seems inconceivable for a company not to be sensitive to environmental issues and not to be an actor having or promoting responsible behavior.

What approach should therefore be adopted when talking about environmental issues or engagement in company’s communication? Here are some guidelines.

Get informed, get trained at several levels

The environment, climate and biodiversity, on which the company can have an impact, are complex issues that evolve, just like regulations. It is therefore important to remain aware of these issues, in order to communicate in the best possible way and not to fall into greenwashing. Communicating on carbon offsetting actions will seem less relevant once the limits and ambiguities of such a communication strategy are identified.
It is also important to remain informed about the company's practices. Sometimes, the people in charge of public relations or communication think they are doing the right thing or are misled by the companies themselves. Nowadays, company managers can no longer seriously "say they didn't know" or that they don't agree.

Inform and influence internally

If communication service is not responsible for the company's direction, they can, thanks to the proximity they generally have with executive bodies, be a source of proposals to give the company a better image. Use this influence to adopt better practices.

Be critical and creative

When trying to communicate on environmental issues or with green arguments, it is easy to be influenced by the existing visual representations and vocabulary on the subject, and to be content with doing what everyone else is doing, with the feeling that "it works". But, as we have seen, many practices are highly questionable. However, we must think about making our own practice evolve, being creative. The challenge is to take seriously both the environmental issues and the consumers. A good responsible communication will be rewarded.

Be open to criticism and discussion

On the complex issue of using green arguments, it is possible that your company will be warned by the authorities, or alerted by public opinion or organisations. In this case, the most appropriate approach is to pay attention to what is being said and to open a dialogue. A bad communication campaign can happen to anyone. It is necessary to show a form of goodwill, of willingness to move forward together on these issues.

Think about your communication media

Developing a responsible communication also involves thinking about the communication media that can have a strong environmental impact. You must first evaluate the relevance of a printed communication project (poster, flyers, packaging, etc.), or online advertising, and then think about each stage of the life of these media: creation, use, recycling.

Be transparent and honest

Of course, a communication can only be responsible if the actions or products promoted are really responsible, or if the information transmitted is true. Transparency and honesty are therefore essential here: give details of the carbon footprint calculation, present the results of your actions, whether the results are encouraging or not, etc.

Be precise in what you say

As an extension of the previous point, greenwashing can also come from a lack of precision: evasive, unverifiable or ambiguous information, doubtful certifications, etc. So make sure you are as precise and understandable as possible on a subject that is, as we said, fundamentally complex.

Connecting words and deeds

A communication linked to a company's ecological commitment must not be reduced to an announcement: it must be followed by action. Moreover, a global approach is needed. As in the example given earlier, opening a responsible clothing brand when the company is not responsible is a sign of irresponsible marketing. Commitment should not be segmented.

Embed the issues in the corporate culture

Communication will be nothing without real commitments behind it, throughout a company's chain of activity. Talking about ecology must not be limited to a commercial argument: it must be at the heart of the company's values and the activities and missions must be aligned with these issues for communication to be truly relevant. For example, it will be difficult for a company that exploits fossil energies to claim that its communication encompasses all the points mentioned above.

Going beyond communication and marketing

In this field, actions are more important than words: it is fine to communicate about an action, but what counts is the action itself, its scope, its approach, etc. Thus, a fully responsible company should not wait for communication agenda, external solutions or legal restrictions to invest in environmental issues.