The Purpose of Communication

When it comes to communicating sustainability, there are loads of requirements. Regulations define who must report, what must be reported, and even the exact form it should take. In this highly technical world of measurement, standardization, and disclosure, I find myself drawn to a different angle, being deeply interested in the actual meanings that we communicate while sharing information.

Data is never not just data. A chart in a sustainability report illustrates a company’s performance in specific areas of operation. But the act of publishing that chart is sends a message that might be speaking louder than the numbers themselves. It signals to investors and stakeholders that the company is acting responsibly and can be trusted. It also demonstrates a commitment to improvement, positioning the company as a credible, forward-looking, and low-risk partner.

The important aspect of these unspoken meanings is that they answer the most relevant question: WHY? Why are we doing this? What is the purpose of the communication? With that understanding, it becomes far easier to evaluate what is worth doing, and whether our actions are creating the right impact on our audience.

I find myself wondering how often we intentionally reflect on what we are truly communicating, and whether that message aligns with our strategy. Whether we think about it or not, those underlying messages are always present, speaking loudly to everyone who encounters our communication.

 

Purposeful Consumer Communication

When it comes to communicating sustainability to consumers in informal settings, both the content and the underlying meanings can be highly diverse. In my master’s thesis, I examined 16 different types of meanings that may appear in the consumer-facing communication of almost any company with sustainability endeavours.

Some meanings counter green skepticism by signaling trustworthiness.

Some shape social norms and boost the social status associated with sustainable behaviors.

Some aim to lower the barriers to making sustainable choices, while others raise awareness about the collective need for action.

And of course, some simply provide the essential information required for purchase decisions.

And so on. 

The goal is not to make an already complex topic even more complicated. It is to offer a perspective that makes informal consumer communication more effective. Instead of sharing information randomly just in case, or for its own sake, we can begin communicating in ways that genuinely fulfill a purpose.

Let´s look at an example to get into the right mindset. If a company would share highly detailed data, say a factory list, what might be the purpose of it? The list as such doesn’t provide most consumers with particularly useful information. To understand how it relates to ecological or social impacts, they would need much more context and explanation. If the intention were to convey information, it could be done far more clearly and accessibly But the act of publishing the list communicates something else, and it does so very effectively. It signals that the company has nothing to hide. In other words, it communicates trust.

Of course, trust could be communicated in a many of ways. Often it is ”proof”, like certificates. But to illustrate, on one end of the spectrum, a company could share videos from its sites, or even host an open house at its own premises to transparently showcase how it operates. 

There are countless ways to communicate sustainability in informal settings. And the beauty of it is, that you get to express uniqueness while bringing in results. Once you grasp the purpose, the why, the what will follow.

How Can I Help to Clarify the Purpose?

The deeper meanings on sustainability communication might feel abstract and the outcome quite random. I help your company to set clear targets about why sustainability is communicated and what you what you want to achieve with it. Unfolding the hidden meanings and ways to execute makes communication easier and more effective.