It is important to communicate clearly about what is possible and what is already happening, without idealizing. You must also be realistic about what is not yet possible or where there are limitations. In this way you ensure transparency and prevent cynicism. This builds trust and gives people an honest picture of the state of affairs.
Example: 'We want to put solar panels everywhere, but we haven't succeeded at this point. We are working on it and continue to include our colleagues in the progress.' This way you involve people and keep it realistic.
Instead of focusing on what is going wrong in the world, focus your communication on what people can contribute and how their actions contribute to a better future. A positive approach, such as "making an impact" or "contributing to the future," motivates much more than negative messages such as disasters or problems. This gives people a sense of hope and encourages them to take action.
Example: Instead of saying "If we don't act soon, the world will perish," you can say "By making smart choices now, we can create a healthy and green future for ourselves and the generations to come."
Communication is not just about words; actions count too. As an institution, it is essential that you yourself apply the sustainable principles you promote in order to remain credible. For example, Yuverta follows the principle "Don't tell them, show them" by actively demonstrating what is already happening in the area of sustainability, such as separating waste, establishing food forests, and supporting Green Offices at various locations. By sharing success stories and showcasing sustainable actions, such as the "Warm Sweater Day" and the "Food Waste Challenge," sustainability becomes tangible and motivating. By living sustainable behavior, you reinforce your message and make it more credible.
Start where the energy is and let people take initiative, facilitate this. Education and institutions can educate and support ambassadors with tools and training, such as a Climate Conversations training. These ambassadors can spread their enthusiasm within their teams and networks, spreading the message like an oil slick.
The effectiveness of your message depends greatly on whom you are addressing. With business management, a focus on facts and figures works, while with students you can emphasize the effect of their actions on the future. For teachers, it can be helpful to show how sustainability connects with their field and passion for students.
Example: When addressing students, use terms such as "climate change" and "makers of the future" rather than technical or detached terms such as "1.5 degree warming." This makes the message more accessible and personal.
Sustainability is a broad concept and can hold just a different nuance for everyone. It is important to give people room to engage in what suits them, but also to address them in their specific role within the transition. For example, a teacher in healthcare education feels differently addressed than a student in Commerce. By looking specifically at the target audience and their role within the institution, you can communicate more specifically and engage them in a way that is relevant to them. For example, ask, "What does sustainability mean to you in your work/study?" and facilitate these conversations. This ensures that the message resonates with the diversity within programs and teams, and helps to create a broad-based and recognizable interpretation of sustainability.
People sometimes experience a sense of "sustainability fatigue" because of the way they are addressed about sustainability. Words such as "should" and a moralizing tone can create resistance. It is important not to tell people what they should or should not do, but to invite them to discover and make sustainable choices for themselves. This way, the message feels positive and accessible without coming across as coercive.
Example: Don't say "We have to stop using plastic," but emphasize, "Let's choose more sustainable alternatives together while being more conscious about reducing our plastic use to make a positive impact on the environment. In doing so, you give people the freedom to discover their own role.
Absorbing information effortlessly is difficult, especially when people are inundated with messages. Research shows that people tend to take actual action only after being exposed to a message 7 to 12 times. So repeat your message consistently, but be creative in how you do it.
Example: Instead of repeating the same message over and over in newsletters or on intranets, alternate with videos, infographics or personal stories. This provides variety while keeping the core message the same.
People are more willing to accept sustainability messages when they come from someone they trust and who approaches them positively. Facilitate conversations in which people can express their own views and ideas. Be a mirror for the organization when choices need to be made and support others in their search for what sustainability means to them.
To tackle sustainability communication structurally and effectively, it is useful to create an annual calendar. This can include topics that already recur within your institution's courses or departments. By planning which topics will be covered when, you ensure that the message remains consistent and relevant.
Example: At the bottom of this article, you will find a hook-up calendar from Eco-schools, with all the hooks in the year that you can utilize in your communications. This can serve as inspiration for planning your own content.
The key to successful sustainability communication lies in using positive, forward-looking language that connects with the perceptions of your target audience. By avoiding negative and nagging language, giving people room for their own interpretation, and as an institution setting a good example, you give them an action perspective that motivates them to take action. Transparency, repetition and trust play a big role here. Ultimately, it's about not only informing people, but above all inspiring and engaging them.
The Coöperatie Leren voor Morgen unites various parties that are committed to sustainability in education. The Coöperatie Leren voor Morgen receives financial support from the Dutch Ministry of Agriculture, Nature and Food Quality under the programme DuurzaamDoor.