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I'm delighted to share the latest Sustain Talks with Tash Morgan-Etty 🌍 the visionary founder of Write Rabbit, as we delve into the intricate world of sustainability communications. Together, we unravel the veil of deceptive practices and illuminate the paramount significance of authenticity in this landscape. Tash eloquently underscores the pivotal role of internal communication in fostering alignment among employees toward sustainability initiatives. Furthermore, she astutely examines the regulatory framework's crucial role in combatting greenwashing and ensuring the veracity of sustainability claims. Drawing from her wealth of experience, Tash underscores the transformative power of storytelling in sustainability communications. She offers compelling examples from industry trailblazers such as Who Gives a Crap, demonstrating how effective narratives can drive meaningful change. Moreover, Tash keenly identifies sectors like consulting and finance as areas where sustainability efforts may be lacking, signalling the urgent need for heightened awareness and action. As our dialogue unfolds, Tash offers invaluable insights into future trends, foreseeing a landscape characterised by heightened audience scrutiny and the imperative of positive behaviour change messaging in sustainability communications. Ultimately, our conversation serves as a beacon, illuminating the path to navigating the complexities of sustainability communications. Through a lens of authenticity, storytelling, and alignment of internal and external messaging with sustainable values, we pave the way towards a more conscientious future. https://lnkd.in/eV_8vSjd #sustainablemarketing #storytelling #greenwashing

Storytelling can take 'dry' numbers and facts and make them into information that customers and stakeholders want to share. Read Hannah's latest post for 5 tips for effective sustainability storytelling in your marketing.

It can be hard to know where to start when it comes to communicating your sustainability story. Brands and businesses are rightly concerned about greenwashing. I have yet to work with anyone that has deliberately set out to deceive, but good intentions aren't enough. So, we've lined up a cracking panel of experts to talk about how they deliver bold, impactful storytelling that is grounded in action without crossing the line. Jessie Macneil-Brown (she/her), George Lamb, Sam Sutaria and Alison Corfield will be sharing their wisdom. If you want to find more about #sustainability storytelling without greenwashing, get yourself signed up! https://lnkd.in/ebe9NgBi #sustainablebusiness #sustainabilitymarketing #sustainabilitymatters

We’re facing the biggest crisis of our time - and it’s creatives that can help get us out of it. But this means we need to make sure every piece of work we put out is helping to alleviate, and not adding to the problem. So before you mock-up or case study your latest sustainability campaign, have a read of my recent ramblings in The Drum... #sustainability #marketing #climatecrisis

Sustainability is high up on the agenda for nearly every organisation. But what's the first thing that comes to mind when implementing sustainability initiatives? Is it higher costs or reduced efficiencies?    In conversation with Campaign Asia-Pacific, Tamara Davenport and Ka Wah Lee discuss how brands can deliver on their sustainability goals through efficiency, by embracing incremental change and cross-functional thinking. Discover how you can embed sustainability into your content engines for improved efficiency here: https://lnkd.in/gF6tSrVK   #Sustainability #Efficiency #ContentEngine #EnvironmentalResponsibility #ConsumerExperiences #CorporateSustainability #SustainabilityGoals #AIinSustainability

Sustainability should be on everyone’s agenda.   This is a powerful example of thinking about how we talk about sustainability in a new, but impactful way.   Storytelling 🤝 Sustainability.

“Mummy, Mummy, Mummy… look at this!” When my kids were little, this was the phrase that meant I was about to be shown something very important. A story always accompanied it – how may attempts it had taken them to master a new football skill, how they had found the item in their hand or what their latest painting represented. “𝐒𝐡𝐨𝐰 𝐚𝐧𝐝 𝐭𝐞𝐥𝐥” 𝐬𝐭𝐨𝐫𝐲𝐭𝐞𝐥𝐥𝐢𝐧𝐠 𝐚𝐭 𝐢𝐭𝐬 𝐛𝐞𝐬𝐭. 𝐄𝐟𝐟𝐞𝐜𝐭𝐢𝐯𝐞 𝐬𝐮𝐬𝐭𝐚𝐢𝐧𝐚𝐛𝐢𝐥𝐢𝐭𝐲 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐧𝐞𝐞𝐝𝐬 𝐬𝐭𝐨𝐫𝐢𝐞𝐬 𝐭𝐨𝐨. Facts and numbers alone can be cold. Yes, accurate environmental impact measurement and scientific knowledge is crucial for sustainability credibility, but the magic happens when we combine data with storytelling. It brings those metrics to life, creating a powerful connection with stakeholders. 𝐄𝐱𝐚𝐦𝐩𝐥𝐞𝐬 𝐨𝐟 𝐬𝐮𝐬𝐭𝐚𝐢𝐧𝐚𝐛𝐢𝐥𝐢𝐭𝐲 𝐬𝐭𝐨𝐫𝐲𝐭𝐞𝐥𝐥𝐢𝐧𝐠 I’ve liked over the last few months: - Apple’s Mother Nature 2030 status video was a humorous and engaging 5 minutes that shared sustainability progress and plans as well as answering potential questions.  - Seabin™’s impact report, helping readers to understand their numbers eg comparing the amount of water filtered and cleaned to Olympic-sized swimming pools - zeroco.com.au clearly explaining how their circular system works - Mysolaredge app converts the CO2 emissions saved from solar use into an equivalent number of trees eg 2244.4kg roughly translates to 44 trees. 𝟓 𝐭𝐢𝐩𝐬 𝐟𝐨𝐫 𝐞𝐟𝐟𝐞𝐜𝐭𝐢𝐯𝐞 𝐬𝐮𝐬𝐭𝐚𝐢𝐧𝐚𝐛𝐢𝐥𝐢𝐭𝐲 𝐬𝐭𝐨𝐫𝐲𝐭𝐞𝐥𝐥𝐢𝐧𝐠:  𝟏. 𝐏𝐮𝐫𝐩𝐨𝐬𝐞:  Your story should serve a clear purpose, whether it's carbon reduction, water conservation, or waste management. 𝟐. 𝐒𝐡𝐨𝐰 𝐏𝐫𝐨𝐠𝐫𝐞𝐬𝐬: Highlight your journey and commitment to sustainability. 𝟑. 𝐇𝐮𝐦𝐚𝐧𝐢𝐬𝐞 𝐃𝐚𝐭𝐚: Share stories of the impact your actions are having; how they help people and/or the planet.  𝟒. 𝐕𝐢𝐬𝐮𝐚𝐥𝐬: Use infographics, images, and videos for relatability. 𝟓. 𝐄𝐝𝐮𝐜𝐚𝐭𝐞 & 𝐈𝐧𝐬𝐩𝐢𝐫𝐞: Your narrative should both inform and motivate. When customers, investors and the inquisitive can relate, they take notice and remember. They engage and want to learn more. Customers become brand advocates, sharing your messages easily with their friends, family and work colleagues. This is when sustainability marketing’s storytelling creates a ripple effect, inspiring others to take notice and join in. I'd love you to hear your favourite sustainability storytelling examples in the comments! #SustainabilityMarketing #Storytelling #InspireChange —- As an experienced B2B marketing consultant my mission is to support companies that have products and services that make a difference to people & the planet. By enabling organisations within the circular economy to share their profit for purpose & sustainability stories, growth is created. Together we can make the world of tomorrow an environmentally better place for future generations.

Many communication professionals treat sustainability as an "angle" for corporate storytelling. But sustainability isn't just a buzzword that you talk about on Earth Day. It's your corporate narrative, whether you like it or not. If your company isn't discussing why it exists and how it helps the world beyond just selling products and services to make money, then omission becomes your narrative. And that's a pretty lame story. Taking action to anticipate and manage material business risks like climate change is not just about hugging trees or singing kumbaya around a campfire. It's about acknowledging the world as it is and communicating to your stakeholders that you are working to do better. It's time to shift the narrative and make sustainability a key part of your corporate story.

So many brands are doing this in the current surge of demand for more ‘sustainable’ products - but what does ‘sustainable’ even mean in this context? I think it’s really important to speak about the issues of brands using these trending words without using evidence to back the claims and leading consumers who don’t realise to make purchasing decisions they may otherwise not make.