How to Get the Most of Sustainable CSR Communication

Successful businesses are those that plan for long-term, sustainable development, taking into account the social and environmental impacts of their activities.

This means considering the effect of every part of your business on the environment and society. Simply put, your business should have minimal negative effect on the wider world.

Taking a sustainable approach will typically be good for your business, potential consumers and the society, a win-win situation.

There may be some costs in changing the way your business operates but these will often be quickly outweighed by savings from resource efficiencies, energy savings and new business opportunities.

Marketing
Many large and medium-sized companies on the Stock Exchange Market must include information about their environmental impact in their annual report and accounts. However, even if your business doesn´t have to, putting together an environmental report or communicating your environmental approach can give marketing edge. It can also improve your reputation and performance with everyone you depend on for success – your customers, the local community, your own employees, your investors and your suppliers.

Customers are increasingly interested in the environment and social impact of businesses. Producing an environmental report can bring a marketing advantage by demonstrating your business´ awareness of its environmental responsibilities.

The best way to achieve the public´s confidence is to market a complete environmental effort through special annual reports, outside audits, ecolabeling, partnering with environmental/public interest groups, and communicating with stakeholders.

Stakeholders relations
Stakeholders, particular the local community, are showing a growing concern about your environmental impact. Also, groups such as the media and environmental campaigners are scrutinising businesses´ environmental performance.

Additionally, if you don´t already engage with stakeholders, an environmental report can be a key element of a stakeholder engagement process that helps to establish a good relationship between you, your neighbours and the wider community. According to the Greenworld Survey, compiled by the UK-based Sustainability, Ltd., “a new generation of consumers, investors and business executives is merging which is beginning to behave as if the environment mattered”.

Recruitment and retention
Potential job applicants increasingly look at the environmental performance of a business they´re thinking about working for.

In addition, you may find it easier to retain your existing staff if you produce a report that clearly demonstrates your environmental performance.

Cost savings
Environmental reporting should focus your business´ attention on environmental performance. Typically, this will result in improved performance, which should lead to result in cost savings.

Strategic green communication
Communicating your corporate sustainability initiatives is crucial. However, some businesses do not have adequate offline and online capability to easily and regularly publish environmental information. Other businesses simply seek new ways and external platforms to communicate their environmental commitment. The ideal solution is SolarGren Media, a pan-Africa sustainability communications firm which businesses in Africa seek strategic solutions to communicate their environmental information directly to potential consumers and stakeholders.

Again, whether you just wish to publish short informal green messages or comprehensive formal sustainability/environmental reports SolarGren Media is the perfect solution and should be an important part of any green marketing.

Image credit: Dalbera/ Flickr