”"Do not be afraid to repeat your message. For example, to talk about the same things in your sustainability report three years in a row is okay."Meryem Can BolinBusiness Director & expert in sustainability communication at Spoon
Even if sustainability is about renewal – companies have to stick to their overall message. “Dare to be long-term and persistent in your communication,” says Meryem Can Bolin, Business Director at Spoon and expert on sustainability communication.
What does it mean to be long-term in your communication?
“We have customers who have used the same reality-based rhetoric about their sustainability work for almost ten years. Even though sustainability initiatives have changed, and above all been renewed over the years, they still have the same view of the company’s contribution to societal development. And they still talk about it in much the same way. That is the secret, to think long-term and be persistent in your communication.”
Can you give some good tips?
“Do not be afraid to repeat your message. For example, to talk about the same things in your sustainability report three years in a row is okay. The important thing is that the ongoing investments you talk about are relevant and in touch with reality. Sustainable change takes time. Dare to be rigorous, it is absolutely crucial to build sustainability into your brand.”
What is trending here?
“I participated in the now digital event WIT, Women in Tech, a month ago. Photographer and travel writer Lola Akinmade Åkerström lectured on ‘the power of resilience’. She described it as the skill of ‘bouncebackability’. When change takes place – bounce into the future and not back to the old normal. It’s about renewal, and doing old things in new, relevant ways.”
Want more insights on the subject? Read why collaborations are essential for real change.