7 Ways to Get Attention for Your Sustainability Plan
By: Alexandra Kueller
Your company has just put the finishing touches on their sustainability plan, and they’re ready to publish it and show the world. Just one problem: it’s now becoming commonplace for companies to only publish their annual sustainability reports, but also publish their sustainability plans. How do you make sure that your company’s sustainability plan sticks outs from the rest of them?
Harvard Business Review published an article focusing on how people can capture someone’s attention by using 7 different triggers. We thought that these triggers could not only apply to people in the workplace, but also a company’s sustainability plan. Below we explain how to take these triggers to help bring attention to your sustainability plan:
People like the familiar, and there is a certain familiarity to sustainability plans. There are certain words that a lot of companies put in their plans, such as “materiality” or “life cycle assessment” or “2020 goals”. By putting in these sustainability “trigger words”, they act as a jump starter for the brain and help the reader have a most instant, automatic focus on that section.
At their core, sustainability plans are similar: they help layout what a company intends to do about sustainability, but since no two companies are the exact same, neither are their sustainability plans. By framing your plan, you can help highlight what you company wants to focus primarily. If it’s a heavy focus on waste and recycling, try and tie in this theme throughout your plan.
Yes, you want people to read your company’s sustainability plan, but how can you make sure you sustain your reader’s attention? If your plan is the same format throughout with little variance, chances are someone might not make it to the end. If you sprinkle disruptions in your sustainability plan, like a mini case study or an anecdote from someone, it will help keep people engaged.
Someone has just read through your entire sustainability plan, but then what comes next? Find a way to reward the people who have read through your plan; give them incentive to still care what your company is doing. Maybe you’ll send out condensed quarterly updates on your sustainability initiatives, or maybe you’ll allow them to make comments or suggestions about the plan.
Experts are trusted for a reason: they are extremely knowledgeable in their field of study. If you’re making certain claims or statements in your sustainability plan from experts, don’t just cite their names, let the readers know that they’re highly knowledgeable.
What’s great about sustainability plans is that they are just the beginning of a new journey. As much as people like to plan for long-term goals, you’ll never exactly know how much carbon you’ll reduce or how much your company will increase their recycling. Invite people to join you on this mystery as no one knows what the ending will look like!
Give credit where credit is due. Sustainability plans aren’t easy to compose, and they require a lot of help from a wide variety of people. Have a page at the end of your plan that gives thanks to everyone that has helped you along the way. It shows that you care and value those people, and who knows how they’ll repay you in the future!
Now that you have your sustainability plan, what about creating your sustainability report? Learn about the brutal truth about sustainability reporting.