RESEARCH
Special issue THINKING
The write DELIVERY
UK-based creative consultative agency Radley Yeldar reveals how to deliver effective sustainability communications
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ith the climate emergency high on the business agenda, communicating any message on sustainability appropriately is imperative. However, with the rising quantity of dialogue, the corresponding level of quality in terms of language used has failed, according to research carried out by creative consultancy agency Radley Yeldar (RY). The company found the vocabulary deployed on the subject was often “boring”, “sounds the same” and “ineffective”. At a time when environmental protection is leading the political, news and public debate, businesses are still pumping out standard and indistinguishable messages, some of which could arguably be construed as greenwashing. RY’s Words that Work report involved collaboration with a range of experts, comprising academics and sustainability communication specialists, along with a literature review and an analysis of the language used by those on the Forbes ‘50 Most Valuable Brands’ list (see ‘Ditch the clichés’, page 48). An accompanying webinar discusses the findings, delving deep into the issues – it’s definitely worth watching. Included on the panel were Ollie Burch, Campaigns Director for Radley Yeldar; Dr Arran Stibbe, Professor of Ecological Linguistics at the University of Gloucestershire; and Rodney Irwin, Managing Director, Redefining Value and Education at the World Business Council for Sustainable Development. RY found the written word often corresponds to the same pattern of ‘stock sustainability’ that earlier research investigating the use of imagery within environmental messages revealed. Think green coloured palm prints, Earth encapsulated in a water droplet on a leaf, etc. Neither the images nor words really work or engage anyone.
RY discovered ‘stock sustainability’ wording overwrote normal branding and tone, watering down messages at a time when increased understanding of the issues, solutions and required actions is paramount. It also reduces differentiation, engagement and action which not only potentially harms brands in terms of reputation and the bottom line, but may actually be holding back the progress of sustainability itself. Burch does point out that, ultimately, there’s nothing wrong with using the word ‘sustainability’ as it’s in fact one we all agree on. Additionally, while we can change it to another word, it won’t rectify the problem which is potentially at the heart of it – misuse or indeed overuse in language and communications. Dr Stibbe agrees, adding that effective dialogue starts at the core of the company. How are employees talking about the issues, what are their convictions and beliefs? Only when you know these, he says, can external discourse be an authentic representation of a company genuinely committed to sustainability. For Irwin, in a world of misinformation, we need to divorce ourselves from the emotional and saccharine-coated wording of sustainability as it’s not necessarily driving the required results. He believes one of the first questions to ask is: why are you doing this? If you don’t know, then stop. Because if you don’t know, how is anyone else going to grasp what you’re trying to say?
One of the first questions to ask is: why are you doing this? If you don’t know, then stop Ultimately, the use of ‘stock’ language renders brands indistinguishable from one another, not just within the same sector but even across industries. As a result of its research and to aid companies in improving their language and communication around the subject of sustainability, RY has arrived at ten principles. SUSTAINABILITY TALK 1. Put your audience first Know where the understanding of your audience lies. If the writing is too technical, you risk losing readers. Conversely, too simple and credibility may be in doubt. Preferably, ensure communication is tailored, so those least familiar with sustainability jargon will understand. Know what your clientele expects to hear from you and, importantly, manage separate messages based on audience segmentation. 2. Bring in diverse voices and opinions Avoid communications sounding identical by using diverse opinions and voices. These could include external content creators and employees from different departments to push the boundaries and appeal to more types of audiences.