So, how can communications help sustainability?
- Generate awareness about your sustainable product or service.
- Inform customers about your product with information such as where it was sourced.
- Remind people about the need to service, maintain and maybe even replace a product or a product park to keep it working efficiently.
- Persuade people to try a new product or change their behaviour.
- Reassure customers they have made the right choice.
- Motivate customers to respond to something.
- Reward customers for the loyalty or for other behaviours, (for example, H&M rewarding customers with a £5 gift voucher when clothes are recycled, regardless of where they were bought).
- Connect with customers through relationship-building activities and interactive communications.
What strikes me about the ISSR?
What does the ISSR do well?
What can the ISSR improve?
What have I enjoyed?
Developing a Marketing and Communications and Twitter strategy
Working with some great people
Useful information and further reading
- Creatively vs. climate change: www.dothegreenthing.tumblr.com
- Futerra (sustainability communications agency): www.futerra.co.uk
- The Guardian, communication in sustainable business: www.theguardian.com/sustainable-business/communication
- Institute for Sustainable Communication: www.sustainablecommunication.org
- Belz, F. and Peattie, K. (2001) Sustainability Marketing: A Global Perspective. United Kingdom: John Wiley and Sons Ltd.
- Hitchcock, D. and Willard, M. (2006) The Business Guide to Sustainability: Practical Strategies and Tools for Organisations. UK: Earthscan
- Djordjevic, A. and Cotton, D.R.E., (2011),"Communicating the sustainability message in higher education institutions", International Journal of Sustainability in Higher Education, Vol. 12 (Issue. 4) p. 381 – 394
- Charter, M. (1992) Greener Marketing. Sheffield: Greenleaf Marketing