Why sustainability communications skills are no longer just a nice to have
COP27 in Egypt and COP15 in Canada in November and December last year, focussing specifically on how we can protect biodiversity and nature globally, could easily have passed you by. As the UK wasn’t hosting these events this time around, they certainly didn’t have the impact and focus of COP26 in Glasgow last year.
Other pressing societal issues from our recent frequent changes in UK Government, the ongoing war in Ukraine and a cost-of-living crisis are currently dominating the news agenda and public consciousness. Issues such as climate change, and the impacts it’s making on the world, have been brushed to one side or are seen as being far too expensive to tackle right now.
The problem is that the longer the issue of having a more volatile climate is kicked into the grass, behaviour changes, adaptations and mitigations become more challenging. And in the long run, the cost will be greater.
The economics of growth
Marketing traditionally has been solely measured on growth, but now newer models such as the triple bottom line which measures profit, people and planet are coming to the fore. Sustainability, social value, and environmental, social, governance (ESG) is now adopted by the business community, investors and governments.
There is a raft of regulations on the horizon that will impact all aspects of business. This ranges from the recently introduced Green Claims Code to proposals for Sustainability Disclosure Requirements and Greenhouse Gas Protocols as well as more stringent financial reporting and laws surrounding biodiversity being proposed around the world.
Money and legislation are two levers that can really drive behavioural change, but there is still more we can directly impact as marketers. Now is a time for action and it’s widely acknowledged that we need to make major shifts and behavioural changes as a society quickly.
In this article, I share some of the ways that all professional services marketers, not just those with sustainability in their job title or spec, can positively impact driving change. It is no longer a ‘nice to have’ that’s handed over to a couple of specialists; it should touch and be a part of all the communications and activities that we deliver. Read the full article in Inside Professional Services Marketing magazine here.
I’m Ayo Abbas and I’m a marketing consultant who specialises in working with firms in the built environment. I deliver marketing strategy, content creation and campaigns on a range of pressing industry issues feel free to contact me to see how I can help you. You can also sign up to my email list so you never miss the content I publish - click here to be added.
