Evernine shows: Smart CSR marketing only works if everyone gets involved!

“Do good and talk about it”, as the saying goes. The emphasis is on doing. And that should be the core of communication around CSR topics such as sustainability, not products or empty promises. Evernine and planeed are convinced of this. In this article, we show you what you need to bear in mind when it comes to sustainability communication - and how Evernine can support you here. 

Sustainability is the hot topic today. Sustainable action and management in terms of corporate social responsibility (CSR) or the ESG criteria of environmental, social and governance aimed at investors are by no means a fad, but almost an obligation for companies of all sizes.

After all, their own future and competitiveness increasingly depend on it, because sustainability and social responsibility now interest and concern all stakeholders. B2B and B2C customers are increasingly basing their purchasing behavior on it, other companies and suppliers are basing their business partnerships on it, investors are basing their investments on it, and skilled workers and young talents are basing their desired workplace on it.

Millennials and the upcoming Generation Z of 20 to 30-year-olds in particular are demanding sustainability and a social conscience from their employers, a demand that companies in turn pass on to their business partners. New legal requirements and the media attention given to sustainability are doing the rest and increasing the pressure.

Evernine recognizes the enormous importance of authentic sustainability communication in today's world. We are actively committed to providing companies with effective solutions that help them to speak credibly about their activities in this area. We will show you how to approach the topic of sustainability in a fundamental way. 

 What is CSR, what is sustainbility?

The different terms often run together or are used synonymously. However, there are dividing lines: CSR stands for corporate social responsibility and, as a term, has stronger moral connotations and is linked to a company's own actions. This can also include a commitment to the environment, employees in the company or society, but contrary to popular belief, it is not necessarily synonymous with sustainability.

Against the backdrop of various accusations of greenwashing, CSR has fallen into disrepute as a term. ESG (Environmental, Social, Governance), on the other hand, is more compliance-driven and, as a measurable criterion, is primarily of interest to the financial world and investors.

Sustainability, on the other hand, is not just about being “green” and saving our planet, but can also touch on sustainable business practices and topics such as social issues that serve to retain employees.

Evernine supports you in finding your own language for this variety of terms. Here you can find more information about our strategic approach to sustainability communication. 

 Is it all just “greenwashing”?

Leaving it at just promises or pointing out how socially responsible you are or how environmentally friendly your products are can quickly backfire, however, and even end in a marketing disaster if the suspicion of greenwashing is substantiated. This doesn't have to be intentional, but despite the supply chain law, it can't be completely ruled out in increasingly intertwined global supply chains.

Smart communication with regard to sustainability and social responsibility should therefore always focus on the company's own actions in accordance with the CSR definition. Or as Bernhard Liebl, co-founder of the CSR platform planeed, puts it:

“Talk about your actions, not about your products!”

 Spread communication across many shoulders

However, medium-sized companies that do not appear at all as suppliers to end consumers find it comparatively difficult to make their social and ecological commitment heard. One option is to convince and inspire their own employees in the company to act as brand ambassadors in order to improve CSR communication with their reach on social media such as LinkedIn, Instagram or Facebook.

Involving as many of these stakeholders as possible in CSR and sustainability communication is also in line with the one-voice approach of the multi-award-winning and fast-growing full-service agency Evernine. Find out more here.

 The planeed app makes sustainability visible