Bringing your commitment to light
A sustainability website: The cornerstone of corporate communication
An important consideration when it comes to sustainability: websites and other digital channels now play a key role in a company’s reputation. As a company’s flagship, the corporate website is a key platform for presenting sustainability efforts and efficiently reaching all stakeholders.
The integration of sustainability on a corporate website makes it clear that companies are not only pursuing commercial goals, but also recognising their responsibility towards the environment and society.
Key to digital sustainability communication are credibility and memorable, descriptive content that can be continuously adapted to the sustainability process within the company.
Your contact
Angela Kunwald
Managing Director
The architecture of sustainability
The basic principle of a good sustainability website is a clear and accessible structure that enables visitors to find comprehensive information about a company’s sustainability efforts. It is advisable to create direct access to the sustainability page via a separate tab in the menu bar. This strategic placement highlights the importance of sustainability within the corporate philosophy.
Mindset & attitude:
Strategy:
Facts:
Advantages:
Asserting your attitude – externally and internally
Sustainability is also becoming an important factor for many existing and potential employees when choosing their employer. Companies that prioritise their sustainable practices can attract talented professionals who share these values. Investors are also increasingly interested in companies that take on not only financial, but also social and environmental responsibility.
Finally, the integration of sustainability topics on the sustainability website can encourage companies to take a closer look at their own identity and activities. This also enables companies to deal proactively with environmental impacts and social issues and can help minimise risks in the long term and prepare for new legal requirements in good time, for example.
No sustainability without a strategy
Credibility calls for facts
In order to maximise the credibility of the content, visitors to the sustainability website should be given the opportunity to check it. This can be achieved, for example, by integrating certifications or the supreme discipline – the Sustainability Report.
Sustainability certifications contribute to the credibility of companies by enabling an independent review of sustainability performance. Stakeholders do not have to blindly trust sustainability communication, they can rely on the accuracy of the information. Furthermore, certification and the associated collection of relevant key figures is a preparatory step for the Sustainability Report.
The Sustainability Report is increasingly evolving from a voluntary add-on to a legal requirement. The integration of the Sustainability Report as a download on the website is a good opportunity to convey the company’s own sustainability performance – transparently and in detail. A clear report structure makes it possible to cover the various small and large components of sustainability.
Sustainable storytelling – making the benefits visible
Clear and credible communication is recommended to ensure that the content is received by the target group. Making the core messages and the benefits arising from sustainability endeavours easy to understand is essential to catch the attention of stakeholders.
To convey complex information in an understandable way, it should be visualised via appealing graphics, images or videos. This not only simplifies correlations, it also ensures that the target group’s attention is captured. These visual elements should be consistent with the brand identity and the messages conveyed.
People tend to remember stories more than dry facts. Sustainable storytelling is an important means of illustrating the company’s commitment to sustainability – while cementing it in the minds of stakeholders
Employees as ‘value’ ambassadors
Authenticity is a decisive factor when it comes to sustainability communication on the corporate website. This is best conveyed when employees from the company have their say and bring sustainability to life.
To communicate the company’s sustainability strategy authentically, a look behind the scenes is indispensable. Especially when it comes to the vision, it makes sense to place the management in a position to represent the company values to the outside world. When it comes to specific measures in the various areas, it is worth getting employees from the respective departments in front of the camera. This not only ensures a high degree of credibility, it also lays an important foundation for change management. Employees are heavily involved in the change process and become an active part of it.
This transparency requires companies to be willing to provide insights into the day-to-day running of the company while maintaining a balance between authenticity and professionalism. We will be happy to support you in this complex endeavour.
Our expertise
We offer a comprehensive sustainability programme, from strategy to implementation. Our experienced management and team of sustainability consultants also actively shape sustainable processes within the agency. At the same time, we always keep up to date with new legislation, social trends and challenges in the industry. We are members of relevant national sustainability committees and working groups, act as speakers and organise workshops. Our many years of expertise cover the following areas:
- Sustainability strategy
- Sustainability communication
- Sustainability audit
- Reputation management and corporate social responsibility (CSR)
- PR and marketing support
Your contact
Angela Kunwald
Managing Director