Lesson 16Risks in project management communication and sustainability
Notion 107
Example of responsible communication
Target skills
Exercise
As mentioned before, a bad communication campaign or bad buzz can happen to any company, especially on such complex issues as the environment. But, like any other failed communication/marketing campaign, communication on green actions or products can be improved by any company willing to do so.
Patagonia is an American company that sells eco-designed clothing and is well known for its environmental communication. Let's analyse it to see if it respects the points raised throughout this lesson.
Search information regarding the company’s communication and analyse your findings regarding the concepts, warning and practices developed in the previous notions and more generally in the different modules of this training.
Resources
To help you, you can have a look at the following links and search Patagonia’s communication campaigns to analyse them.
Correction
Patagonia can be considered as a model of good environmental communication and marketing. Implementing such communication (which can of course always be improved, especially if we think of the environmental impact of their websites) takes time, creativity, and is part of a global business logic, which is bound to evolve according to the commitments and criticisms received on its communication and practices.
The values and messages conveyed by the company are quite singular in the corporate marketing landscape. This implies getting the consumer used to this new form of discourse, which is welcomed by environmental organisations. You can take inspiration from this approach and participate in this drive for more responsible communication!