The great acceleration of development at all levels has brought society to a state of extreme comfort, of consequent comfort, but there is a sense in the air that change is necessary. It is an undeniable fact that sustainability is a new trend that is blazing a trail of change and increasingly forcing us out of our comfort zone, where real differences between actions are made.
The benefits of sustainable business are many, and not only do we need to be aware of the risks posed by globally stressful trends, we also need to recognise the opportunities that this presents. Above all, grab them early and make the most of them.
However, a sustainability strategy must involve all parts of the organisation, all departments, even though sustainability leads to more principled and strategic activities, and to a lesser extent to operational ones. It can be said that internal communication has somehow gained its validity or come to the fore during the Covid-19 epidemic. By promoting sustainable practices, internal communication within an organisation can be seen as working on itself. With the right internal communication, we can spread the word about the ways in which we as an organisation are working towards carbon neutrality, creating content around our sustainability goals and encouraging environmentally active colleagues to join us on the journey.
One of the most important factors driving the market valuation of corporations is so-called “human capital”. However, it often turns out that internal sustainability communication is often much less difficult than external communication of an organisation’s sustainability performance. There are many benefits to proper internal communication to employees. We can highlight the clearer understanding of all stakeholders, the greater impact in achieving the common goal, as internal communication has achieved credibility with key stakeholders. As a result, there is greater internal understanding, and therefore commitment, which encourages the whole work team to work together towards sustainability.
We can never claim to have achieved full sustainability, but there is never enough room for progress. Above all, it is a long journey that requires a certain amount of patience and commitment. Employees play a vital role in achieving the sustainability goals, so it is important to start the sustainability shift with them, together with them. Having a clear idea of our sustainability vision is therefore the first step on a long journey.