There are hundreds of companies out there with incredible stories relating to sustainability. Manufacturers are creating products that are inherently renewable and recyclable, which means they provide value today while securing the future for generations to come.
Is your organization sharing this trend of positive stories to help achieve its objectives? If not, think of all the opportunities to do so: on sales calls, social media, your website, through press releases sent to the media—just to name a few. Sustainability can be a good tool to help you obtain and keep new business, as well as boost your reputation among key stakeholders.
To help you craft your messaging, here are three key ingredients for a compelling and persuasive sustainability story. And believe it or not, they’ve been around for more than 2000 years, found first in the writings of ancient Greek philosopher Aristotle.
The first element of a compelling sustainability story is an appeal to logic, what Aristotle called logos. By crafting your argument on a solid base of facts, statistics, and data, you build a platform that no one can refute.
Everyday there are new facts and figures regarding the environment. Because of this, companies are implementing more stringent sustainability goals. Establishing a goal around data, and statistical evidence is a very strong first step.
Pull the Heartstrings
Although facts can be convincing, your organization’s story needs another component to really move people: an appeal to emotion, or pathos.
This is where storytelling happens, in the most literal sense of the term. You’ll want to craft your message around struggle and resolution, around topics and ideas that people can connect with in a deep and personal way. For example: children and family. After all, sustainability is about using resources wisely today so we can leave our children a world where they can thrive. Take this thread and weave it into your story in a unique and moving way. You may even want to talk about your own life experience or those of one of your employees.
Show your Credentials
The third component in a great sustainability story is ethos, or the credibility of the person or organization giving the message.
There are several ways you can amplify your credibility as you deliver your green message. First, be clear in citing the information you use from federal agencies and scientific research. Your public relations efforts can also boost your ethos, as your story becomes immediately credible if the media publishes it. And after publication you can post the digital article on your social media sites to show that a credible media source is covering your story.
Another form of credibility can come from any certifications your company possesses. Certifications are great for demonstrating to your customers there is a careful and well managed process behind the products themselves. Sustainability logos from organizations such as the EPA can add tremendous credibility as well. Using Logos from reputable or credible organizations can only strengthen your company’s image.
Renewability, recyclability, and sustainability should be at the heart of every company. By using logos, pathos, and ethos to communicate this authentic identity with customers and stakeholders, you better your business as well as the larger ecological goal to which we all strive towards.
For more information on how your packaging can help communicate your sustainability story, call us at 951-278-2100.