Sustainability Gets Lost in Translation
21 November 2012, News release from Footprint Communications
With ethics always high on the business agenda, a recent survey has revealed that there is a need to rethink the way organisations communicate environmental and social activities and promote 'green' products and services.
The findings suggest that many businesses are missing the mark when it comes to communicating what they do around corporate social responsibility, using the wrong language and failing to engage the public with their social and environmental efforts.
The survey, commissioned by Hampshire-based public relations agency Footprint Communications, has revealed that 50% of respondents couldn't name a UK business that has a strong reputation for being environmentally friendly and a quarter weren't sure what terms like 'CSR' mean.
It's not just companies with a reputation for being 'green' people can't name either. 61% of respondents couldn't name a single public figure or celebrity that champions ethical issues, suggesting that there are not enough credible role models. Of those named, Jamie Oliver topped the list, closely followed by Sting and Prince Charles.
Whilst companies should maybe consider working with credible spokespeople, they would also do well to watch their language and tone. Stubbornness was cited as the key reason for people not taking action on environmental issues - we simply don't like being told what to do!
And yet, it seems that people do generally agree that 'green is cool' and are hungry for information: 70% of respondents want companies to communicate their social and environmental credentials in a way that they can relate to with over half believing that the jargon currently used is confusing and uninteresting.
Footprint Communications has compiled its top 10 reasons why it believes consumers aren't responding to CSR communications based on the survey findings. Download them here: http://tinyurl.com/csz9nqp.
For more information visit www.footprint-comms.co.uk or call 01962 738 718.
For further information please email Footprint Communications