Opinion,
Reporting is not enough
Byline article by Vincent Furnari, Managing Partner Kirchhoff Consult AG,
in prmagazine
Are you already climate neutral? Or perhaps you no longer want to claim to be? And do you still commission certifiers in order to obtain a specific label, or do you have reservations? A plea against greenhushing by Vincent Furnari, Managing Partner at Kirchhoff | Team Farner.
We come across terms such as “sustainably produced” and “climate neutral” on orange juice packaging, concert tickets and corporate websites. Inflationary use of sustainability certificates, dubious compensation projects and untrustworthy image campaigns lead to accusations of greenwashing and lose the trust of consumers and investors.
This poses major challenges for companies and communication managers when it comes to sustainability communication. So, is it better to focus on mandatory reporting in the form of factual, sober minimum disclosures and otherwise not take a stand on the issue?
The idea may make the in-house lawyer happy, but there is a catch: without transparent, authentic and focused sustainability communication that goes beyond regulatory reporting requirements, relevant information on ambitions and progress is unlikely to reach stakeholders. In the end, both companies and their stakeholders, including the public, lose the motivation to make real changes. This ultimately harms everyone involved.
“The facts and figures compiled in reporting can serve as capital stock for storytelling.”
Vincent Furnari
To approach a solution, it must first be recognised that sustainability communication is more than just communication on environmental issues. It encompasses the entire ESG spectrum - including social and governance.
Secondly, it should absolutely contribute to the corporate brand and core values. To achieve this, the topic must be prioritised by the management. Thirdly, the vision, mission and purpose of the company must be thoroughly harnessed with a sustainability orientation. The aligned corporate values should underpin the framework and serve as a compass.
Only then will your sustainability communication architecture have a solid foundation. You know where you stand with your sustainability efforts: What is your ambition? In which areas are you making progress? Why is it worth hiring your company? What measures are you taking to make your supply chain more effective? What role does the management play in this topic? How do you support and guide your suppliers?
You can only communicate in a fact-based and authentic way if you have clarity on such issues, and if your messages are consistent - from reporting and strategic communication to product PR. The facts and figures compiled in reporting can serve as corporate assets for your storytelling.
This enables you to harmonise your reputation in terms of sustainability with measurable and verifiable performance in this area. This creates a credibility that strengthens the brand value and becomes a success factor in the competition for capital. As a result, companies see their commitment recognised and stakeholders feel truthfully informed - and taken seriously. This makes sustainability communication fun again.
All topics of the special issue “Sustainability communication: greenwashing or hushing” can be found here
ABOUT KIRCHHOFF CONSULT AG
With around 60 employees, Kirchhoff Consult is a leading communications and strategy consultancy for financial communications and ESG in German-speaking countries. For more than 25 years, Kirchhoff has been advising clients on all aspects of financial and corporate communications, annual and sustainability reports, IPOs, investor relations and ESG and sustainability communications. 'Designing Sustainable Value': Kirchhoff combines content expertise with excellent design to create sustainable value.
Kirchhoff Consult is a member of TEAM FARNER, a European alliance of partner-led agencies. The common goal: to build the European market leader for integrated communications consulting.
Learn more on: kirchhoff.de
Say Hello.
Vincent Furnari
Managing Partner
vincent.furnari@kirchhoff.de
+49 40 609 186 58