Communicating sustainability: the most effective language

Nowadays, the concept of "sustainability" is as simple to understand as it is difficult to communicate, especially if communication is to be effective and authentic. By authenticity, we mean the inescapable link that must exist between the communication (the "saying") and the practical application of the language used (the "doing").

Coming across sustainability communication is difficult, to date, because of the enormous amount of communication done on the subject. 

Why yes, unfortunately we are talking about quantity and not quality.

A survey by the European Commission and national and consumer protection authorities found that as many as 42 percent of online green claims were exaggerated, false or misleading.

The risk of greenwashing is therefore very high. This is because the word "sustainability" has become fashionable in the industry, serving as a workhorse for many marketing specialists. This "fad" is also being fueled by the growing number of people who want to be aware of their surroundings and, consequently, of what they buy and from whom they buy.

The environmental crisis and the cultural revolution we are witnessing has allowed interest in the topic of environmental sustainability to accelerate. Although this can be interpreted as positive, there are those who-as is often the case-will take advantage of the trend to make a financial gain for their own exclusive benefit.

As we know, there is no real change without true and complete awareness. So companies that want to communicate their commitment have a lot to do in terms of strategic rigor and creativity in order to be able to differentiate themselves from those who use generic or misleading language.

The key to success then becomes specific language closely linked to the actual commitment adopted by the company. 

The problem with generic communication, however, is not only that of coming across as inauthentic, but also that of being less likely to reach the target audience.

Following an in-depth industry analysis, Cikis published the Fashion and Sustainability 2020 Report, which found that 60 percent of companies interested in communicating more about their commitment have limited knowledge about sustainability. This makes their communication generic, poorly targeted to the specific target audience, and lacking in aspects that, instead, should be enhanced.

The aim of this article is, therefore, to point out the most common clichés that make communication generic in the fashion industry and some good practices to consider.

The quibbles in communicating sustainability in fashion

According to the Report published by Radley Yeldar, "Words that works," it is illustrated how sustainability communication can be effective.  From the findings of the research, the current problem in communication can be grouped into 3 macro-categories: the first problem is the use of overly technical jargon. This can be effective for subject matter experts but difficult to understand, and therefore ineffective, for anyone who still has little knowledge in the field.

Second, generic communication with little branding is used too often, making it more difficult to differentiate from competitors. 

Finally, there are words whose misuse makes them lose their meaning and importance, and an example of this is the same word "sustainability," which, on average, is repeated 10 times on the sustainability webpage of the top 50 brands according to Forbes.

In contrast, the Report shows how leading sustainability companies - such as Patagonia or Reformation - hardly ever use the said word, replacing it with specific words that describe their efforts.

Among the most common clichés used by 98 percent of the "50 most valuable brands" according to Forbes, phrases such as "we help engage future generations.." or "we protect the planet for a sustainable/better future" or "together we can tackle the world's greatest challenge..." are often found within their sustainability web pages.

The repetitiveness of these now redundant concepts makes the company's communication generic, not very personalized.

If we put ourselves in the shoes of a generic consumer, it is possible to imagine how much these words can lose meaning when read and reread.  

As a sustainability consulting firm, we often come across the use of language that is unclear and can be confusing to those reading and inquiring. 

We have therefore grouped together the concepts that we most often see contextualized in the incorrect way:

• "Carbon neutral": being "carbon neutral" means that the emissions emitted are offset with projects such as reforestation or technologies to remove carbon dioxide from the atmosphere. Warning: being "net-zero emission" is quite different from being "zero emission," which would require emitting 0 CO₂ (which is impossible). This difference is not often clear in corporate communication (for example, the Italian version of Amazon's commercial states that it is committed to being zero emissions, while the corporate Climate Pledge calls for net zero emissions). Offsetting is critical because we cannot bring our emissions to 0; however, it has limitations, including the difficulty of guaranteeing offsets over time (e.g., a tree may be burned) and the physical impossibility of offsetting all emissions produced globally. Therefore, offsetting must be residual and complementary to emission reduction activities, and it is important that a company not just call itself carbon neutral (a company can emit 100, 1000 or 10,000 tons of CO2 and still call itself carbon neutral if it offsets emissions, with the limitations just explained) but explain how it has achieved neutrality. The argument also applies to "carbon negativity," which can be achieved by offsetting quantitatively more than the emissions produced but has the same limits as carbon neutrality.
• Recycled vs. recyclable: many companies we have come in contact with confuse the two concepts, which, very often, are used as synonyms. If a fabric is recycled, it means that the material that makes up the fabric has already been subject to production and is reused for the production of other fabric. Recyclable, on the other hand, simply means that the product is reusable in a new production cycle; it can then be reused. Ideally, choose a fabric that is recycled and recyclable in turn, to achieve a greater degree of sustainability. To learn more about this topic, read our article on recycled fabrics.
• Organic vs. organic: The English word "organic," used with both the meaning of "organic" and "organic," can be confusing: for example, all wool is "organic" in the sense of "organic" (pertaining to animal and plant living things), but not all wool is "organic" in the sense of "produced according to organic farming criteria" (not chemically treated). An organic product is not necessarily organic!

10 best practices for communicating sustainability in fashion

So what are the tricks that a company can put into practice in order to carry out targeted, authentic and effective communication? 

Let's look together at the 10 best practices suggested by the Radley Yeldar Report:

• Put your audience first: We have already talked about the fact that too much technicality risks dampening your listener's interest. It is important to strike a balance between simplicity and specificity. Also, understanding what kind of audience you are addressing becomes critical to structuring appropriate communication.
• Report different ideas and opinions: the broader the range of opinions, the easier it will be to reach the interest of a wider pool of readers/listeners.
• Be specific: no to generalization. Specific communication will make the information you want to convey clearer.
• Frame your audience well: if they seem uninformed or concerned about the environmental crisis, it may be better to structure "negative" and "alarm" communication. If, on the other hand, the audience is already interested and you want to activate them, better proceed with motivational communication that shows tangible goals.
• Avoid the "s" word: it may seem like a bizarre piece of advice, but it will serve to focus on specific and less generalized topics. It will also help make the concept of sustainability normal. With this word, prejudices such as high prices are often associated: if you explain the price of a product, rather than just saying it is sustainable, the word will be more easily normalized.
• Explain why: what are the motivations behind each individual action? This expedient will serve to make your communication more credible.
• Make communication personal: generic communication inevitably leads to nullifying the contact that can exist between the brand and its audience. Again, empathy can serve to bridge the gap and make communication authentic.
• Be honest: Everyone fears criticism, but masquerading behind a fake reality can cause detrimental effects on your brand's image, as well as create distrust. In contrast, admitting your limitations helps create transparency and trust in your brand.
• Make future goals tangible: painting a tangible picture of your company's future will motivate your customers to join the journey.
• Say it your way: each company is on its own. What one company can do, in terms of sustainability, is not the same as what every other company in the industry can do. Tone-of-voice (TOV) becomes critically important if you want to link your communication to your brand image, making it unique. In her recent interview with Candiani Denim, Danielle Arzaga recalls the importance of this point.

Ganni's responsibility

To give an idea of the concepts expressed so far, we wanted to bring a case study that best meets the 10 tips on sustainable communication.

Ganni is a clothing brand is a contemporary Danish ready-to-wear fashion brand.

The opening line of its sustainability webpage starts with "we are not a sustainable brand." 

Ganni sustainability webpage excerpt

This introduction, as absurd and strange as it may seem, instead hides a strong and effective message that the brand wants to convey to its customers. Ganni recognizes the contradiction that thrives between the current fashion industry, strong on consumerism, and the concept of sustainability. Recognizing this limitation, the company says they are committed to doing the best they can and "become the most responsible version of themselves." 

This revolutionary way of communicating, their honesty and authenticity amply repays the brand image. Today's consumer wants transparency, sincerity and, thanks to the desire to have more and more awareness, prefers to rely on those who treat them with respect and care.

Communicating sustainability: a path to awareness

As complex as it may be to communicate sustainability in the right way, it is not a mission impossible.

Again, it is a path made up of awareness and responsibility. A path, however, that rewards your company's image and performance, especially in the long run. 

Cikis helps you to focus on your goals, to value the actual efforts you are putting in place and to communicate them in the most effective way, without incurring in so-called "Greenwashing," the effects of which are detrimental to any business reality.