At a time when sustainability has become a key issue for consumers and investors, technology companies are faced with the challenge of communicating their environmental responsibility clearly and convincingly. According to a recent study by Forbes, 75% of agencies and marketing experts say that sustainability will have gone from a trend to a necessity by 2024.
Le Dong, founder of Le Dong Communications, emphasizes: “The technology industry is at the forefront when it comes to innovation. Now it must also lead the way in communicating sustainability initiatives. It’s about translating complex technological advances into understandable and inspiring messages.”
Transparency as the key to credibility
One of the biggest challenges for technology companies is to communicate their sustainability efforts transparently and credibly. According to a study by Splunk, the topic of “sustainable technology” has climbed from 10th place in the top 10 strategic technology trends for 2023 to 3rd place for 2024. This underlines the growing importance of the topic in the industry.
“Transparency is the key to credibility,” explains Le Dong. “Companies must be prepared to openly communicate not only their successes, but also their challenges and goals. This is the only way to gain and retain the trust of stakeholders.”
Microsoft provides an example of successful transparency in sustainability communication. The company regularly publishes detailed reports on its progress and challenges on the road to carbon neutrality. This openness has contributed to Microsoft being perceived as one of the leading companies in the area of sustainability.
Combining innovation and sustainability
Another challenge is to communicate the link between technological innovation and sustainability. Many technology companies develop solutions that contribute directly or indirectly to overcoming environmental problems, but these connections are often not obvious.
Le Dong Communications recommends a storytelling-based approach here: “It’s about telling the story behind the innovation. How does a certain technology contribute to reducing CO2 emissions? How does it help to conserve resources? These stories make abstract concepts tangible and inspiring.”
A good example of this is IBM with its “Call for Code” initiative. The company is calling on developers worldwide to develop innovative solutions to climate problems. By communicating the success stories of this initiative, IBM is clearly demonstrating how technology can contribute to solving global challenges.
Measurable progress and concrete goals
In order to avoid accusations of greenwashing, it is crucial that technology companies communicate measurable progress and concrete goals. According to a study by Statista, the number of sustainability reports in the technology and telecommunications sector has steadily increased in recent years.
“Concrete figures and targets are essential,” emphasizes Le Dong. “They give stakeholders the opportunity to track progress and hold the company accountable. At the same time, they show the company’s serious commitment to sustainability.”
Apple, for example, has committed to becoming carbon neutral across its entire supply chain and products by 2030. The company publishes regular updates on its progress, including detailed information on the reduction of packaging materials and the use of recycled materials in its products.
Stakeholder engagement and partnerships
Effective sustainability communication also requires the involvement of various stakeholders and the formation of partnerships. Technology companies can strengthen their credibility by working with environmental organizations, research institutions and other companies.
Le Dong explains: “Partnerships show that a company is willing to think outside the box and work together on solutions. They also bring in fresh perspectives and expertise that can strengthen sustainability efforts.”
Google’s collaboration with the World Wildlife Fund (WWF) to develop an AI-supported platform for sustainable resource management is an example of such a successful partnership.
Conclusion and outlook
Sustainability communication in the technology industry faces unique challenges, but also offers enormous opportunities. Through transparency, the combination of innovation and sustainability, measurable goals and strategic partnerships, technology companies can communicate their sustainability messages credibly and effectively.
“The future belongs to companies that understand and communicate sustainability not as a compulsory exercise, but as an integral part of their business strategy,” summarizes Le Dong. “It’s about developing a vision for a sustainable future and clearly articulating the role of technology in realizing that vision.”
For communication experts and managers in the technology sector, sustainability communication offers the opportunity to position themselves as responsible innovators. Through authentic and transparent communication, they can not only gain the trust of stakeholders, but also actively contribute to shaping a more sustainable future.
Sources:
- Forbes Council, “From Trend To Must: Rallying Around Sustainability Metrics In 2024”, 2024
- Splunk, “Sustainable Technology in 2024”, 2024
- Statista, “Sustainability in the tech industry”, 2024
- NYU Stern Center for Sustainable Business, “Effective Sustainability Communications: A Best Practice Guide for Brands and Marketers”, 2024
