Sustainability is an extremely complex, layered, and contentious issue, with most discussions in the developing world focusing on government policies and initiatives to combat the adverse impact of climate change.
However, in this entire discourse, the importance of community and individual actions and their impact on the current and future generations and our planet at large, is largely ignored.
That the disastrous impact of climate change is here and now, and requires immediate action, is largely lost.
Air pollution has hit dangerous levels, water bodies across the globe are polluted, access to clean water is still a dream for many, microplastics have seeped into our food, and waste is generated not just by factories but households and offices alike.
The recently concluded COP28 conference has raised certain pertinent questions and has brought forth these critical issues to the forefront.
I strongly believe sustainability is no ONEs business; it is everybody’s.
Protecting the environment and nature’s ecosystem is only possible when we, as corporate and responsible citizens, come together because it threatens our very existence.
The issue of whether we should announce our goals and then then work towards it or vice-versa—the quintessential “chicken and egg” issue of what came first is of little consequence today.
It is about time one looked at the issue and took action to achieve one’s sustainability goals and meet our long-term goals sustainably.
For corporates and individuals, it is time to take ownership and act.
As communication professionals we are uniquely positioned to take this discussion to the next stage and change the narrative to help corporates reap the benefits of a green company.
As many researchers have shown repeatedly that green companies are increasingly becoming the flavour of governments, institutional and retail investors, and employees.
Moreover, corporates today are not only accountable to employees and stakeholders but also to the larger community they serve.
With rising awareness consumers have also started demanding sustainable options from brands and their waste management strategy.
While fast fashion was the buzzword of yesterday, today there is an equal demand for sustainable fashion and thrifting.
More consumers today are opting for hybrid and electric vehicles, and recycling and reusing are buzzwords today.
As communications experts, dissemination of sustainability goals requires a two-pronged approach—inspire and guide others by practicing sustainability goals at home.
Lead by example, as they say. We can become the torch bearers and lead the way for others to follow suit. A quote by Sir Richard Branson particularly comes to mind here, “My interest in life comes from setting myself huge, apparently unachievable challenges, and trying to rise above them.”
On a similar approach comms professional too can help inspire others in goal setting, by speaking about it and inspiring many others in the process.
Additionally, when any organization communicates its sustainable goals and puts it out in the public, it not only makes them accountable but also forces them to set goals that are measurable, mandatory and helps them in building the right perception and image in society.
Thus, the challenge of climate change must be fought collaboratively not just in the corridors of political power, boardrooms, industry meetings but also in the dining tables of every home, both rich and poor. It is no one’s battle but everybody’s.
And it is here the role of comms professionals as brand custodians come into force in driving sustainability initiatives.
By Vineet Handa, CEO and Founder, Kaizzen
