The State of Sustainability Communication
The rapid increase in the amount of communications focusing on sustainability topics, the growing controversy around “green” marketing, and the desire of various company stakeholders (such as customers) to uncover and dialogue about company practices all signal a larger shift occurring today: sustainability is now a critical part of many companies’ corporate communications strategies. The critical question this study focuses on answering is: “What defines authentic and effective sustainability communication?” To answer this question, imc2 studied the current practices of the S&P 100 (specifically the 86 of the S&P 100 companies that currently have some level of sustainability communications) and found that success could be evaluated through four major categories:
- Holistic Definition: Examines the breadth with which sustainability is addressed in the company’s communications. Indicates the company’s overall sustainability approach and priorities.
- Integration: Evaluates how sustainability messaging is integrated within a company’s overall communications strategy. Indicates how integrated sustainability is within the company’s overall strategy.
- Engagement: Explores the level of dialogue supported and the ease of interactivity among stakeholders. Indicates the company’s broader approach to engaging with its stakeholders.
- Transparency: Determines the availability and ease of access to a sustainability report and subsequent updates. Indicates the company’s level of commitment and accountability to these efforts.
This paper provides details regarding the collective performance of the companies in each of the four categories and by specific industry. Also included is a discussion regarding best practices in each of the categories to help guide the improvement of sustainability communications for companies.
