OUR previous column, The Get-Go in Green Communications, highlighted today’s significant desire for environmental advocacy. It is important for PR PROs to communicate this to the public.
As going green increasingly becomes part of the initiatives of many companies, communicators working in organizations should grow in their awareness of environmental issues and sustainability. More important, they should be able to communicate these efforts well to boost their company’s image.
And with good reason. A July 2020 survey found “79 percent of brand consumers are changing their purchase preferences based on a brand’s social responsibility, inclusiveness, or environmental impact.”
In a PR News article, “How to Ensure Sustainability is Part of Your Company’s Communications,” CRC Founder Cindy Riccio cites how sustainability is at the center of companies like Patagonia and Tom’s of Maine, both of which have effectively communicated their advocacies.
Patagonia, an outdoor and adventure wear brand leads the way on taking care of the Earth. It is taking impressive action to reduce its environmental impact.
All of its cotton is certified by the Global Organic Textile Standard (GOTS), and it is bluesign certified for some of its fabrics. A high proportion of its materials is made from recycled fabrics, including its polyester, nylon, and wool.
For years, the company has been working throughout its supply chain to reduce its environmental footprint, and hopes to inspire a movement of businesses doing the same.
Tom’s of Maine manufactures personal care products with only natural ingredients. Its soaps, toothpastes, deodorants, and mouthwashes are intentionally made without ingredients that are chemically derived, environmentally damaging, or tested on animals.
While most of its products are vegan, some contain propolis and/or beeswax sourced from bees. Formulas are free of artificial flavors, colors, sweeteners, and preservatives.
Tom’s prioritizes the use of recycled and renewable materials, and strives to reduce packaging waste through recyclability and biodegradability. It is working to minimize the total environmental impact of its supply chain.
And of course, there is The Body Shop.
The Body Shop, founded by Dame Anita Roddick is 1976 in Little Hampton, England, pioneered corporate activism and was built on a philosophy that business can be a force for good. With its brand expression, Beauty with a Heart, the company continues to be focused on five core values: Against Animal Testing, Support Community Trade Fair, Activate Self-Esteem, Defend Human Rights, and Protect the Planet.
All products are created using the finest ingredients from the four corners of the globe, which are not tested on animals, and are 100% vegetarian. The Body Shop, which is now affiliated with SM Retail, has been in the Philippine Market for 25 years, with over 60 strategically with over 60 strategically located stores nationwide.
But beyond these exemplar companies, Riccio says “it is essential for brands and communicators to inform consumers and clients about some sustainable practices.” After all, “consumers are asking companies to report on sustainability.” And she has some concerns we should ask ourselves.
- Have we included a section on our website that quantifies the company’s sustainability efforts?
- Are we writing blog posts and op-eds to highlight current efforts and future goals?
- Have we applied for sustainable and eco-conscious awards, recognitions, and certifications?
- Are we considering submitting for Green Product Awards, Good Global Awards, and others?
- We can raise our credibility with a Fair Trade or B Corp certification
- Have we made sure that we are remaining relevant, competitive, and included in the sustainable focused press?
Riccio notes that eco-centric publications like The Good Trade and Ecocult, require that your company remain competitive to secure media. In addition, “mainstream publications ranging from People Magazine to the NY Times continue to increase sustainable-focused stories and coverage. Many online publications have entire sections dedicated to sustainability.”
She admits that “sustainability can be overwhelming, especially for small communication teams.” It is, after all, a fairly new ideology with few roadmaps. Fortunately, “there are small, simple ways to begin implementing sustainable practice.”
- Track and quantify your company’s initiatives and communicate its success. Make sure consumers know the company is committed to change. Transparency and dedication to positive change are foundations of a successful communication plan for sustainability.
- Consider organizing company -wide volunteer days. Help employees find volunteer work in their community for nonprofits and/or organizations centered around sustainability.”
- Collaborations and partnerships with nonprofits and environmental groups promote them and your company. In addition, such activities help increase your company’s trust quotient.
Lastly, “while you’re helping raise awareness of sustainability inside and outside your company, make sure that you and your communication colleagues are walking the talk. We must make sustainability an industry norm, continuing to practice eco-friendly tactics every day.”
PR Matters is a roundtable column by members of the local chapter of the United Kingdom-based International Public Relations Association (Ipra), the world’s premier association for senior professionals around the world. Millie Dizon, the senior vice president for Marketing and Communications of SM, is the former local chairman.
We are devoting a special column each month to answer the reader’s questions about public relations. Please send your comments and questions to askipraphil@gmail.com.