Communications strategy

Oh good, another article about sustainablilty!

Commitments, strategy, hype, apathy? Sarita Shah, associate director, strategy at Weber Shandwick explains how communication is key to cutting through the noise and making a genuine impact when it comes to sustainability in sport.

For businesses and organisations around the world, sustainability is the topic du jour. Every day it seems another business announces a new sustainability strategy, set of commitments and targets, (sometimes) underpinned with a roadmap to achieving them. Given the IPCC’s warning that staving off climate disaster is now a matter of ‘now or never’, this sign of action has never been more important. As a result, we now find ourselves at a crossroads. The need to tackle the climate crisis is evermore urgent, but with hype around milestone moments like COP26 and the Sport Positive Summit quickly dwindling – urgency has rapidly turned to apathy.

This is absolutely true for sports organisations - clubs, governing bodies or business in the sector. Moreover, spectators, fans, media and corporate stakeholders are savvier than ever before in being able to cut through the sustainability noise and recognise those who are genuinely committed to transforming their organisations.

Those same audiences are demanding follow through on the pledges that were made, and are unabashed in calling out ‘greenwashing’. This means that the players that tackle the problem head on – and more importantly follow through, will fare best in the new world. Ultimately, following through on sustainability promises isn’t just priority, it makes good business sense too.

So as the ESG landscape continues to change at pace, how can sports organisations ensure their sustainability story is one to write home about? And then, how can those organisations ensure that same story is reaching the audiences that matter? Sarita Shah Associate Director, Strategy at Weber Shandwick

"Following through on sustainability promises isn't just a priority, it makes good business sense too."

Be creative, contentious, challenging

Our lives have been upturned during the last two years, and the turbulence has brought with it big cultural shifts. The goal posts have simply changed, and stakeholders are demanding more. With this increased expectation comes increased scrutiny. But while many organisations are inclined to exercise caution in their communications, those who’ve been thorough in their plans can afford to be bold and challenge the norm.

Show don’t tell

Sustainability – and sustainability innovations – can be difficult to grasp, and even more difficult to make “real” for fans and stakeholders. The organisations that have done well at building a leadership voice are ones who show what they’re trying to achieve – making it easy to understand and tangible. Don’t just rely on commentary, platitudes and baseless commitments - invest in content that will support you to bring your message and campaign to life.

Don’t fake it till you make it

Sustainability is not a communications exercise. It must be awarded the significance it deserves, feel genuinely resonant with core operations and align with commercial strategy and purpose. The organisations that get it right are those that have an understanding of their sustainability challenges, and have dug deep to address the root issue. It seems obvious, but think about your core business and how you naturally appeal to your fans, sponsors and society. They can sniff out inauthenticity from a mile away. That is why you must apply the authenticity test to all sustainability initiatives and integrate those plans into your operations.

Progress over perfection

Measurement and transparency on progress is now a need to have, not a nice to have. Fans, stakeholders and media want to be kept in the loop and understand how things are going 1, 2, 5 years after your press release. In this instance, transparency is integral. Own your challenges, invite scrutiny, and be proud of your progress. In doing so, you will build ongoing dialogue and trust with your key stakeholders and be part of a wider solutionfocused conversation – ultimately driving perception as thought leaders. Set intention, show leadership and explain the journey you are on – rather than waiting until it’s been achieved (or not!). It is about the destination, but also about the journey.

Sustainability strategy sounds scary – communicating about it can sound even scarier – but it doesn’t need to be. By following these principles and ensuring your organisation continues to be led by authenticity, transparency and rigour, together we can ensure sports is sustainable – reputationally, commercial and environmentally.

Weber Shandwick is a leading global communications network and delivers next-generation solutions to brands. businesses and organisations in major markets around the world. To discuss how Weber Shandwick can support your organisation, contact Chris Harris, Director of Client Experience at charris@webershandwick.com or visit www.webershandwick.co.uk for more information.

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