Page 60 - Green Builder Magazine Jul-Aug 2021

FIELD NOTES
Business tips and strategies that work.

The Good Word

Open minded.
A company that gives
its customers a “behind
the scenes” look at its
employees’ efforts to
be environmentally
friendly can come
across as very down
to earth.
CREDIT: BUREAU OF LAND MANAGEMENT

Here are seven communication ■ In Africa and the Middle East, sustainability is often linked to
fair prices.
strategies to use when discussing The list goes on and includes things like pollution, climate change,
sustainability with clients. community development, fair labor conditions, charity/donations,
genetically modified organisms (GMOs) and much more.
This range of perceptions makes it clear that sustainability
BY RON STEFANSKI marketers can no longer continue to use “sustainability” labels
CONSUMERS ARE INCREASINGLY INTERESTED in purchasing universally. If you want your message to be more effective, you
products that are not damaging to the environment and people. need to localize your brand messaging with a stronger focus on
That’s why it’s important for companies to effectively promote the local market’s views of sustainability.
their brands’ sustainability attributes. 2. Make it positive. Most people find climate change to be depressing
But, that’s easier said than done. enough, without being constantly bombarded with doom and
Marketing sustainability isn’t always easy. And often, gloom messages. Besides, it has been shown that people are far
consumers hesitate to buy products that are better, more- more receptive to positive messages than negative ones.
sustainable alternatives because of factors such as confusion, For instance, pointing out the negatives of smoking, such as
gaps in trust, and lack of information. lung cancer, heart problems, or even early death doesn’t seem
To avoid this, you need to use the right verbal and visual to dissuade smokers as much as highlighting the positives of
communication strategies to ensure clients understand your quitting smoking, such as the reduced risk of heart disease, saving
expertise and the opportunities that exist for them. This article money, increased fertility or more energy.
outlines seven of the most effective communication strategies to To make your message more powerful, focus on selling the
use when discussing your sustainability expertise with clients. positive, not the negative of sustainability. Focus on ways to talk
1. Localize your message. Sustainability doesn’t mean the same thing about the solutions.
to all people. Consumers from around the world might associate 3. Make it relevant. A successful communication strategy for
sustainability with diverse focus areas. sustainability begins with a deeper understanding of your
For instance: brand audience or stakeholders, which includes the employees,
In North America, people mostly associate sustainability with
■ investors and customers. You’ll need to know exactly what each of
recycling. them wants if you’re going to communicate effectively. You’ll find
In Latin America, sustainability is more focused on alternative
■ it easier to provide context and make the message more relevant.
sources of energy. For example, if you are talking about the effect of carbon dioxide
In Asia-Pacific, the topic of sustainability brings to mind the
■ (CO2) emissions on the environment, it might be difficult for your
environment. customers to envision what 100 grams or 10,000 tons of carbon

58 GREEN BUILDER July/August 2021 www.greenbuildermedia.com/field-notes