In the past, our relationship with the climate was quite relaxed: ‘Finish your plate, and tomorrow will be a beautiful day.’ Today, we need to take a more ambitious approach to the issue. The willingness to take action is there – despite inflation and high energy prices, this year's GfK Sustainability Index¹ shows that consumers are increasingly willing to spend money on sustainable products. No less than 72 per cent of consumers surveyed are willing to dig deeper into their pockets for sustainability when making larger purchases.² And the proportion has also risen further for consumer products – by 5 percentage points to 67 per cent.

Out of the feasibility dilemma

In everyday life and consumption, there is a great willingness to make a contribution. This was also demonstrated by the energy crisis, when people made a major contribution to saving energy by turning down their heating or installing new shower heads. However, when it comes to the major tasks of climate change, people find themselves in a feasibility dilemma, according to the analysis of psychologist and market researcher Stefan Grünewald. The problem is so big that it is difficult to know where to start. When a government is struggling to come up with measures, the dilemma becomes even greater. ‘When we realise that our contribution counts, we are much more willing to do something than when we feel that there is an abstract state managing everything,’³ says Grünewald.

Companies can take advantage of this feasibility dilemma. By taking a clear stance, encouraging courage and providing impetus for sustainable action, they not only create positive effects for society, but also for their own future security. Here is a 5-point plan on how to embark on a heroic journey in terms of sustainability.

1_ Attitude instead of labelling

Terms such as ‘sustainable’, ‘climate neutral’ and ‘eco’ make consumers dig deeper into their pockets. That is why many companies use these issues to increase sales and profits. But consumers now know that not everything that glitters is green. If green labelling turns out to be nothing more than a facade, trust is lost. Sustainability is not a marketing tool, but should come authentically from the core of the company's brand.

2_ You can't make an omelette without breaking eggs

Sustainability is rarely comfortable. It means weathering headwinds from time to time. Change is often met with scepticism: ‘We've always done it this way’ is the most common argument against change. Do you want to establish something fundamentally new in your company and feel like you're fighting a lonely battle?

Then take Godo Röben as your role model. He succeeded in establishing a range of vegetarian sausage products at the long-established sausage company Rügenwalder Mühle, achieving resounding success.⁴

3_ Great story instead of green zero

Many companies confuse communication for sustainability with reporting ESG figures. However, getting people to take action requires more than just presenting a green zero. It requires compelling stories that touch people. Not horror scenarios that suggest it is already five past midnight, but stories that spread optimism and encourage courage. Stories that don't preach sacrifice, but gain. Stories that mark a ‘turning point for the better’ and show a vision of how a good, climate-friendly future can be achieved are featured in the ARD series ‘Wir können auch anders’⁵.

4_ Integrating employees

Employees are the driving force behind change in your company. It is not just a matter of hiring new people with so-called ‘green skills’, but also of harnessing the potential of your own workforce. Only those who understand the importance of sustainable transformation can actively participate in it. Strengthening internal knowledge and skills enables employees to implement sustainable practices in their everyday work, help shape change and credibly convey this attitude to the outside world.

5_ Make it a movement

Achieving climate targets requires not just individual measures, but an entire movement. This has also been recognised by the energy supplier 1KOMMA5°, whose name reflects its vision: to empower people to contribute to the 1.5-degree target. In addition to renewable energies and the corresponding infrastructure, the company sees itself as a tech platform that intelligently connects households. Complex processes are simplified and the self-efficacy of individuals is strengthened. The success that has brought the company to 500 million in revenue, 80,000 customers and a market valuation of over a billion⁶ within three years can be seen as the starting point for a powerful movement. And the example of Norwegian sorting and recycling systems specialist TOMRA also shows how brands inspire people to take action and free them from the feasibility dilemma.

Sensorium Magazine ‘Sustainable Communication’

Would you like to learn more about sustainable communication in general? Then read on in our new Sensorium Magazine.

Curious?

Would you like to know how to embed truly sustainable communication in your company or put your measures to the test? Let's talk!

Telephon: +49 611 . 238 50 10

e-Mail: kontakt(at)diefirma.de

Sources

Cover image

Noah Buscher on unsplash.com