Corporations seem lost in a sea of climate jargon and lackluster ESG promises. However, there is a better way, and it’s creating an authentic sustainability-focused communications strategy.
Sustainability isn’t just a buzzword. Consumers are more concerned about climate change than ever, and this awareness is spilling into every industry.
In the finance world, for example, this has been a pronounced shift. Investors today care a lot more about how their capital is used. Responsible investing and ESG are now more likely to be part of investment decisions. For financial asset managers, these are now high-profile topics with real-world impacts. Consumers want to know where their money goes, and they’re not afraid of boycotting a company when values don’t align.
Decarbonisation and sustainability are broad and complicated issues that are also increasingly urgent – the time for waiting until sustainability strategies are perfect has long passed. Consumer interest, ESG reporting expectations, and media attention are putting an ever-greater focus on sustainability, and so PR programmes and messaging must be carefully considered.
As numerous examples of international companies that have made misleading ESG claims have shown, the effects of getting it wrong can be severe.
The Drivers of Sustainable Action
Progress in creating a more sustainable world doesn’t just happen. Eco-friendly products and packaging, local sourcing, responsible investment policies, and other climate-friendly practices become a reality largely because of two main drivers: customer demand and government intervention.
Our purchasing power can act as a big impetus for companies to become more sustainable or introduce environmentally-friendly products. A World Economic Forum study in 2023 indicated that consumers in the Middle East were already aware of climate change as a global and, to a lesser degree, local issue. PwC research indicates that 53% of local consumers would ‘always or very frequently buy eco-friendly or sustainable products when they shop in-store’. This demand incentivises the companies we buy from to create and promote their sustainability approaches. Still, it’s not always enough on its own to drive long-term behavioural or eco-friendly practices.
Typically, government regulations and net-zero targets are needed to accelerate change. For example, the UAE’s Net Zero 2050 Strategic Initiative, announced in 2022, outlined its decarbonization targets and now includes a strategy detailing its transition plans for expanding renewable energy and other programmes to help combat climate change. Both regulatory compliance and the ability to demonstrate contributions to national net-zero targets are potent – though reactive – reasons for companies to develop an ESG strategy.
According to another PwC study in the Middle East, 64% of respondents had a formal ESG strategy in place.
But is that enough?
Your messaging on sustainability will only be as strong as a business strategy that actually incorporates it. A tangible, sustainable philosophy in every part of the way you work is crucial. Authenticity is a must.
Louise CollinsPlanting a Future
Sustainability messaging can cause several risks when there’s a gap between actions and words.
One of the biggest is reputational. Greenwashing – misleading claims about ESG-related activity – can cause negative publicity, loss of credibility and trust, and business harm. Reputations carefully built over the long term can be tarnished in a moment by unsubstantiated or false claims of sustainability.
Legally, the financial impact can be severe, too. In Europe – arguably one of the regions most sensitive to greenwashing– large fines have been levied on companies found in breach of rules on ESG-related marketing messages.
As climate action and sustainability awareness gain traction in the UAE, what should local businesses think about when building a communications strategy around these factors?
Sustainable Alignment from Strategy to Sales
Your messaging on sustainability will only be as strong as a business strategy that actually incorporates it. A tangible, sustainable philosophy in every part of the way you work is crucial. Authenticity is a must.
A strong sustainability strategy has three things: tangible, specific, and measurable policies.
Is the packaging single-use plastic? Invest in innovative options instead, such as mycelium or algae-based packaging. What’s the life cycle of your product? Is recycling truly an option? What about suppliers, manufacturers, distributors, and other areas of corporate responsibility? Champion due diligence to ensure suppliers and manufacturers have (and are reporting their progress on) emissions reduction and net zero targets, or that products are designed for a long life and are recyclable at the end of it. Within your company, have you put in place transparent and robust environmental policies, and are you measuring results over time?
With this in place, your communications strategy is underpinned by real action and progress. As PR professionals, we should question claims and seek out proof points and data to underpin sustainability messaging. Following that, we must develop a thorough understanding of any gaps and how, when, and if they will be addressed.
This is the basis of authentic and credible messaging.
The scale of climate action and genuine sustainability is still relatively nascent in the Middle East. There is an unrivalled opportunity to communicate a leadership position, taking decisive action to achieve real progress. Just make sure that everything you say is true.
