For the second successive year, North America has been ravaged by heatwaves and wildfires. The intensity and severity of natural disasters globally are worrying, but not surprising given that many experts predict that we are less than 10 years from hitting irreversible global warming.
With Biden at the table, many of the world’s most developed nations are now promoting a progressive climate agenda. This could lead to a hard-line on businesses to cut emissions, something that would likely be popular; our Purpose Pulse found that three-fifths of Millennials and Gen Z (60%) believe that regulating business on climate should be a priority after the summit.
Many businesses and governments are responding positively to the urgent requirements to address climate change. Last October, the UN reported that net zero emissions commitments from both governments and businesses doubled in less than a year.
As a result, companies that have not made a net zero commitment may fear being late to the party and feel like they need to say something. This has led to some poorly constructed and communicated net zero strategies, which have been labelled ‘greenwashing’ by experts, activists and consumers.
The oil and gas and airline industries are often the biggest culprits for greenwashing accusations, but it can happen to anyone - HSBC was recently called out by environmental organisation ClientEarth for failing to show how it would reduce investments in fossil fuels after its net zero announcement. Reputationally, the greenwashing label is a real setback in the validity of a company’s sustainability goals.
So there is a lot of pressure to make sure a net zero announcement is done right. While there are many ways to go about avoiding greenwashing, here are some key steps that we can take as communications professionals to help businesses take an authentic position against climate change.
Show your working out…
In maths and science lessons, we were taught to show our working out before writing out an answer. This tells the examiner that the answer isn’t an educated or lucky guess and that you understand how to apply the correct steps required to solve a problem.
The same could be said for a net zero commitment. We know the answer for many companies is 2030, 2040 or 2050 but that doesn’t mean anything unless there is detail behind it.
Critics will be well-versed in the ways different companies contribute to climate change. They will be aware of the financial, infrastructure and logistical roadblocks and will spot red flags of greenwashing immediately. For example, carbon offsetting is often met with cynicism, seen as a get out of jail free card that allows companies to continue emitting.
To reduce the chances of critics scribbling all over the strategy with their red pen, businesses should set short- and mid-term targets. Targets should be science-based and that should be clear in the announcement.
They should contain a high level of detail - it will help critics map out whether the targets are realistic or not. They don’t necessarily all need to be crammed into one press release, but should be publicly available and easily accessible. Producing limited information will indicate that there is no coherent strategy to achieve net zero.
Know what you don’t know
It’s safe to say that most communications professionals are not climate experts by trade. But as with any area you work in, the best way to effectively communicate a climate strategy is by learning the field.
It’s important to use the correct language, understand the most useful information to communicate and ensure that communications are scientifically accurate while also understandable to the layperson.
Building an understanding in the area will also help you offer well-informed advice - be that to clients if you’re in an agency or key decision-makers if you’re in-house. Using your knowledge to influence these stakeholders can help ensure the end product is authentic and realistic.
A good understanding can also help ensure that the company’s climate strategy is consistent with all communications. A net zero announcement should not just be a splash moment, businesses need to prove their long-term intent to do better for the planet with positive action.
Bringing in partners or independent experts can help with understanding the subject, and can provide external validation on the strategy.
Planet AND People…
Many businesses have the platform to help amplify the human story behind climate change. Highlighting the impact of climate change on real people is a much more powerful tool than focusing on theory.
We’ve seen over time that people don’t respond as well to messaging around carbon budgets and the dangers of the ice caps melting - as important as they are.
Communicating the human impact can help audiences empathise with the effects of climate change and make it relatable. It can show why it is so important for businesses to make serious investments to help protect the environment.
This storytelling should focus on the people in an organisation’s supply chains, the work done by sustainability experts and innovators and how this work shapes the way the product or service is delivered to the customer.
The business case...
Business leaders should be well aware by now that it is financially detrimental to allow the climate crisis to reach its tipping point. Recent estimates suggest that the world’s biggest businesses could lose $1 trillion collectively if it reaches that point.
Those who get climate action right will reap the benefits. We found that nearly two-thirds (65%) of Millennials and Gen Z (16-40 year olds) said they would choose a brand of equal quality if they support an environmental issue they care about. Meanwhile, a group of investors recently called for improved climate-related regulation.
Businesses are therefore under increasing pressure from a variety of stakeholders to do more. Taking a proactive approach, rather than reactive, will help strengthen those stakeholder relationships and set the company aside from competitors.
As businesses look to make the transition to net zero, communications professionals have a part to play. Using our influence and storytelling ability, we can help guide businesses to make genuine progress to help protect our planet.
For expert advice find out more about Purpose Union’s Climate Counsel.