How to communicate sustainability. First rule for companies: not just words, but also actions.

HOW TO COMMUNICATE SUSTAINABILITY

Sustainability has become a mantra for companies, which increasingly need to practice and communicate it. According to a recent Ernst & Young survey, 70% of Italian companies have a sustainability plan, and approximately half have already moved to the final development stage.

When we talk about sustainability, we essentially refer to three fundamental dimensions: environmental, economic-organizational, and social sustainability. It has become essential for companies to communicate their shift toward greater sustainability, characterizing their operations as "green." The important thing, however, which ultimately differentiates companies, is that behind a strategic shift there are concrete facts. Otherwise, the risk is finding yourself in the infernal circle of companies accused of "greenwashing."

READ ALSO: Circular Economy, the Treasure of Made in Italy

ETHICAL COMMITMENT OF COMPANIES

Companies' ethical commitment must be comprehensively communicated to their customers and promoted, including through innovative approaches, such as that of CAVIRO, Italy's largest winery. As we'll see, CAVIRO conceived and promoted the publishing project " Innesti – Storie di Sostenibilità" (Graftings – Stories of Sustainability ), a project aimed at raising awareness of the collective consciousness about a new culture of self-awareness.

A truly "green" company must have the least possible impact on the surrounding environment; furthermore, it must proactively respond to the constantly evolving needs of consumers, just as the market evolves. The world is experiencing unprecedented environmental problems, with global warming, the massive presence of plastic in the ecosystem, suboptimal waste disposal, and the terrible imbalance in the distribution of raw materials and wealth among the world's population. All this social and economic chaos affects the actions of consumers, who today, more than ever, are turning their attention to brands that can provide a concrete response to these problems, with products that respect the principle of sustainability.

WHAT IT MEANS TO BE SUSTAINABLE

Being sustainable can't be reduced to a mere declaration of intent that doesn't translate into reality. Sustainability must be a true strategy that completely transforms a company's production models and business over time. Communicating sustainability isn't simply about convincing others; it means introducing new, reliable consumption models to the market that inspire users to believe something is truly changing.

Therefore, when communicating change, avoid self-congratulatory emphasis, but rather use verifiable, measurable, and real data . Information is the final step in what can be defined as a company's total conversion process, which must then be clarified to consumers and the market. The final dissemination must be creative, convincing, clear, and reliable.

FOR MORE INFORMATION: Economic recovery: 3 out of 10 SMEs say sustainability is the key to overcoming the crisis

SIMPLE AND CLEAR MESSAGES

No company can ever effectively demonstrate its "green" approach by simply claiming to be "green," but must substantiate these claims. The target audience is the common man, for whom the message must be simplified as much as possible, without becoming simplistic and superficial. The concepts are essential and must be made accessible to all segments of the population, striking a balance between clarity of narrative and scientific underpinnings.

Consumers can recognize false, hypocritical communication, and skepticism only drives consumers away, with a devastating effect on a company's credibility. True, direct communication must be transparent and ongoing , governed by a development plan that must be implemented without interruption. No self-referential slogans, which certainly don't pay off in the long run, especially if they remain just "nice words." Furthermore, as already mentioned, we must be careful to strike a balance between technicality and simplicity , especially for those unfamiliar with certain topics. Ultimately, consistency is everything: we can't talk about sustainability and then gloss over details that have very little to do with sustainability.

SUSTAINABILITY INNOVATION

A company that decides to make an eco-sustainable shift in its production must communicate this first to its employees, who, in turn, take action to share the change and communicate this new direction externally. What is now called " sustainability innovation ," when integrated into corporate strategies, can also cut costs and increase profits, while simultaneously improving, as mentioned, the company's reputation and maximizing customer loyalty. Ultimately, everyone benefits: the company, the consumer, and, above all, the environment.

LEARN MORE: Austria's public transport is free. A radical choice for sustainability.

THE CAVIRO MODEL

CAVIRO Group , the leading Italian winery in terms of wine production, is an example of radical sustainability decisions and a modern way of communicating them. In its latest sustainability report, CAVIRO, which comprises 27 cooperative wineries and 12.400 winemakers in seven Italian regions, certified its ability to reduce CO2 emissions _thanks to the energy and biofuels produced by the Group through the use of renewable energy. This represents a total of 82,000 tons of CO2 _of fossil origin, equivalent to the absorption capacity of a 19,000-hectare forest. An area larger than the city of Milan. Alongside the sustainability report, the Group has launched Innesti – Storie di Sostenibilità ( www.innesti.com ) : a quarterly e-magazine that brings together testimonials, stories, best practices, and daily experiences on the topic of sustainability. Through the metaphor of grafting, an ancient technique for improving plants, their resistance, and their fruits, CAVIRO's magazine presents topics in four thematic areas: nature and the environment , food and its surroundings , urban culture , and lifestyles . All this is framed under the banner of the circular economy and broader well-being through truly sustainable lifestyles, both individual and collective. Thanks to a variety of voices, selected from among the representatives of today's culture , four topics are addressed in a simple, direct, and informative manner, within the framework of a refined and ever-new aesthetic .

To inaugurate Innesti, the chosen theme was Unpredictability , understood as the ability to perceive, accept, and address the change imposed by contingent situations; the second issue focused on the theme of Balance , thoughts and stories on the ability to re-establish harmony, proper proportions, rules, and common sense. The third issue is entitled ' Visions ' and focuses on great visionaries who, with the power of imagination, have offered solutions, solved problems, and defined best practices.

Sara Pascucci , Communications Manager at CAVIRO , commented on the publishing project: “ Innesti is a place of inspiration where people can talk about themselves and find themselves together. The beauty of this project is its fluidity, just like the sustainability we find in different forms and declinations. Innesti will continue its evolution in different ways of exchanging and storytelling .”

VIDEO OF THE AWARD CEREMONY FOR THE 2020 NON SPRECARE AWARD:

FOR MORE INFORMATION: Non sprecare Award 2020 edition, innovation and sustainability: the winners in the various categories

Sign up for our newsletter to stay up-to-date. Click here!

HOW TO MAKE YOUR OFFICE OR COMPANY AN ECO-FRIENDLY PLACE:

• How to save energy with your printer. Turn it off completely when you're not using it.
• Sustainable design depends on the materials. With one priority above all: recycling.
• The smart home is on the rise: with just one device you can save on electricity and heating.