Stick to your message – and dare to repeat it
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.”
"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."
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 digital event WIT, Women in Tech, and listened to photographer and travel writer Lola Akinmade Åkerström who 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.