Marketing and Comms
Communicating Sustainability:
How Do We Go From Talking to the Wall to Preaching to the Choir?

Jennifer Elks
Published 11 years ago. About a 3 minute read.

Calling all innovators and creatives! During April 2013, Sustainable Brands will be publishing a new “Issues in Focus” editorial package highlighting the most effective and engaging examples of sustainability communications.

Guest editors Thomas Kolster, author of Goodvertising, and David Willans of Futerra are seeking articles, interviews and case studies for publication throughout the month.

The Issue in Focus

From our perspective, "brand" is who you are, what you do, how you do it — and then, how you communicate it.

In April, we will examine how today's brands are innovating in the area of sustainability communications — through thought-provoking ads, memorable and creative mission marketing and social media campaigns, and other creative forms of engagement. We’re looking for examples of forward-thinking messaging, challenging opinion to spark debate, creative communications that work and insight that moves the field forward.

A New Era for Brand Integrity: Navigating the Greenhush-Greenwash Spectrum

Join us as leaders from Republik, NielsenIQ, Conspirators, Henoscene, be/co, The Guardian and Room & Board analyze what newly expanded notions of brand integrity mean for brands, and how to be smarter about picking language choices that avoid the dangerous extremes of greenhushing and greenwashing — Thurs, May 9, at Brand-Led Culture Change.

Tell me more!

Article ideas are due by Wednesday, March 13.

Content guidelines

Our readers are business leaders seeking information about how others are profitably innovating for sustainability and effectively communicating their innovations and brand value to stakeholders. They seek insights and ideas that might be applied across market sectors about how to drive top-line growth while successfully engaging stakeholders in the value of sustainability.

We evaluate submissions based on currency and relevance of the example or idea presented, balance of perspective, strength and clarity of content and delivered principles. See our Writers’ Handbook for further guidelines.

What

Written (600-1000 words), audio and/or video perspectives. Focus areas include:

How brands are communicating the toughest issues in their industries (ex: Coke's anti-obesity campaign)
The connections between brand value, shareholder value and sustainability
Show me the money: The business case for communicating sustainability
How mission marketing can actually work for a brand
Evidence of success: Behavior change? ROI? What works and what doesn’t?
Can a sustainable lifestyle be sampled?
The challenges and opportunities of communicating sustainability globally vs. locally
How brands can use their voice to help consumers embrace change, make sustainable lifestyles “normal”
Product transparency: How do you make it easy and effective for consumers?
Bored with facts, we want emotions: How do you move sustainability from USPs to ESPs?
For sustainability, what’s beyond ESPs?

Who
Marketers, creatives, account handlers, strategists, sustainability experts — anyone finding original and engaging ways to communicate sustainability.

When
Specific idea pitches due by end of day Wednesday, March 13; editorial selections will be made by Wednesday, March 20 and author final submissions are due by Wednesday, March 27.

How
Share a one-paragraph to one-page overview describing your most successful (or unsuccessful) ideas, initiatives, campaigns, implementations and takeaways from your company, industry, students, staff, etc.