Despite an upsurge in debate about corporate, brand, and media action on sustainability concerns, the environmental and social challenges being addressed appear to be increasing, not improving.
We studied the previous 12 months of sustainability communications from the five most talked about businesses, as well as the general population's online chats and media criticism, using our partner Relative Insight's comparative text analysis technology report.
We discovered a broken dialogue.
First, on the subjects being addressed, and then on the manner in which they were being discussed.
Companies and brands appear to have concentrated on the long term, discussing difficulties inside their supply chain operations, with the media following suit, leading on high-level agendas, sustainability objectives, and corporate expenditures.
Yet, for the general public, the sustainability discourse is centred on the here and now, and on what to wear, how to recycle, and sustainable ways to The 'Action-Connection Problem' is what we term this.
To remedy it, we believe that sustainability messaging must become more authentic. That organisation and brands must discover better ways to integrate their efforts in daily life in order to influence positive behaviour change in the public.
We can do this by incorporating behavioural research into communications design.
After all, our behaviour are formed by our ideas and words.
- Mishkaat January
Marketing & Communications Manager
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