- External communication focuses on the transparent presentation of the environmental impacts of a product, service, or company to customers and investors.
Speakers in conversation with Magdalena Wallis
Speakers in conversation with Magdalena Wallis
Employee engagement and awareness building:
A major pain point that the Climate Leaders highlighted was communication with the broader workforce, confronting critics within the company, and successfully activating them for climate action.
In the breakout session with Janna Hoppmann, solutions were developed for this. Here's a brief insight:
- Step 1: Identifying climate-motivated employees
- Step 2: Linking the values of motivated individuals with concrete actions
- Step 3: Networking and strengthening these 'first movers' and recognizing intrinsically motivated employees
- Step 4: Raising awareness among the rest of the workforce through internal events, such as Climate Action Day
- Step 5: Promoting sustainable projects with attractive incentives, while still maintaining a balance between intrinsic and extrinsic incentives
- Step 6: Acknowledging the concerns of laggards, accepting their perspective, and still involving them in the transformation
Avoiding greenwashing and successfully communicating CSR:
In her breakout session, Gabriele Faber-Wiener demonstrated how companies must communicate transparently and become aware of their own environmental impact. Concrete measures developed here include, for example:
- Companies taking responsibility for negative environmental impacts
- Identifying the company as part of the problem, engaging with this problem, and concretely, honestly, and transparently outlining steps toward solving it
- Recognizing and avoiding greenwashing
One pain point that participants raised was the concern about greenwashing and the fear of being perceived as inactive. To avoid this, the following characteristics of anti-greenwashing communication were identified:
- Authenticity
- No acceptance of exaggerations
- No commercialization
- Long-term commitment to what is communicated
Would you like more insight into the solution strategies developed? We'll send you our white paper on climate communication & anti-greenwashing by email! Find more climate action knowledge here! In cooperation with NetApp
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