"Buy our stuff, not theirs, as ours is a bit greener"

We look at sustainability communications, with three opportunities for PR/communications people.

Transcript

“Buy our stuff, not theirs, as ours is a bit greener”

Is that where we are with sustainability communications?

Piece of evidence number one. Although most companies (and governments) have net zero commitments for the future - an intent, according to Accenture research in 2023, 50% have increased their emissions.

Piece of evidence number two. The same research highlights that 72% of companies will not be net zero by 2050: sheer intent, not action.

Piece of evidence number three. Research published in the Environment Journal in 2024 showed that 40% of UK businesses did not understand their sustainability targets. They don’t understand the terminology of climate change.

Because many countries are seeing GDP growth, we have increased carbon emissions. As PR people and communicators, we might groan. However, it is our job to communicate authentically and honestly. Many brands ignore large swathes of society living through the cost of living crisis by just appealing to those with money. The “buy our stuff, not theirs, because ours is a bit greener”.

This does provide ethical communicators with an opportunity. One can be the voice of the majority in society, not the privileged few. One can tell a sustainable story to many people, or promote expensive handbags to a few people. A good example. Curry’s, the UK electronics product retailer, has been heavily promoting its repair service. To reuse computers and other electrical devices that break down rather than simply replacing them with new products. A bad example. H&M’s ‘conscious’ range of clothing. It fits the title of this article well.

Second opportunity for communicators. Be honest, be open. No organisation is perfect on sustainability. Not even Patagonia! An honest sustainability report by a company will have bad stuff in it. Greenhushing is covering up. Even if it is to avoid the spray painting of company premises by activists. Greenhushing is a problem. Being open, transparent and honest is authentic communication.

Third opportunity. Perhaps it should have been the first point as it is so important. As communicators, know what you are talking about. Get carbon literate! The Carbon Literacy Trust offers a certification process in which Cambridge Marketing College regularly hold one-day courses in which you will get carbon literate with certification after completing a further three hours of work and submitting a carbon action plan. Don’t be put off because it is labelled for marketers. It is equally applicable to PR people and communicators. Getting carbon literate should come before the sustainability comms courses, such as the CIPR’s specialist diploma programme (CMC also offer that).

So, should we just promote stuff because it is a bit greener, or take a more informed, authentic, and honest approach to sustainability?

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I am indebted to John Brown at Don’t Cry Wolf for inspiring this post during an excellent PR Moment webinar.

[Image by François Hurtaud on Unsplash]