For many companies, sustainable business has become a central pillar in their strategy. When the European Union adopted the Corporate Sustainability Reporting Directive (CSRD) in November 2022, more and more companies were required to report on the impact of their activities on people and the environment. It’s all about more transparency and better quality of sustainability information. But how do you best approach this communication about sustainable business?
Starting in January 2025, the CSRD directive requires around two thousand larger Belgian companies to regularly produce a detailed report on, among other things, their environmental impact, personnel policy, measures against corruption and bribery, and compliance with human rights. Although this directive has not yet been translated into Belgian law (the deadline for this was July 2024), most companies will still feel its impact.
In addition to large enterprises, SMEs will soon also be required to report sustainably. Customers and suppliers are raising the bar higher and higher in this regard. An entrepreneur who proactively responds to this has a significant advantage over the competition. Here are four practical tips.
Publishing an annual sustainability report is no longer sufficient to convince stakeholders of the seriousness and integrity of sustainability efforts. While such reports remain important, they are only one link in a broader communication approach. Entrepreneurs must communicate regularly and proactively about their sustainability initiatives through social media, newsletters, blog posts, and videos. Ensure that the message is consistent and that the progress and challenges of sustainability efforts are shared transparently.
Consumers, investors, and other stakeholders want to see that a company is actively engaged in sustainability, not just on paper but also in daily practice. This means that companies must communicate about the concrete steps they are taking, the successes they are achieving, and the challenges they are encountering. Make sustainability a permanent topic of conversation.
Some examples: regularly share updates on social media about progress in sustainability, such as annual CO2 reductions and energy savings. Additionally, publish quarterly reports that transparently show the impact of sustainable initiatives, including areas for improvement and future goals.
The mandatory CSRD reporting requirements offer entrepreneurs unique opportunities to stand out from direct competitors. It’s about much more than compliance with existing regulations.
A company that goes beyond what is legally required can position itself as a leader in sustainability. This requires a proactive approach, with investments in actions that go beyond the minimum requirements. Think of investments in new technologies, the development of sustainable products, and/or collaboration with NGOs to increase impact. This approach opens the door to brand loyalty, new market opportunities, and attracting investors looking for sustainable investments.
In practice: by following the mandatory sustainability requirements, you can develop innovative products as a company, such as energy-efficient technologies that appeal to new markets. Additionally, you attract investors who focus on ESG criteria, giving you extra access to green capital.
In a world where sustainability is becoming the norm, it is essential to stand out through creative communication. Look beyond traditional communication channels and formats. How about storytelling as a powerful tool to capture the attention of stakeholders? Let employees speak about sustainable initiatives they are involved in, or give customers insight into how they contribute to the company’s sustainability goals.
Using visual tools such as infographics, videos, and interactive online platforms helps make complex sustainability information more accessible and engaging. And why not use innovative technologies like augmented reality (AR) or virtual reality (VR) to convey a sustainability message in a new, interactive way?
Some examples: launch an interactive online tool that allows customers to calculate and reduce their own carbon footprint using the company’s sustainable products. Or set up a creative campaign with influencers promoting sustainable lifestyles, such as a zero-waste challenge with weekly updates and community involvement.
One of the most effective ways to build trust with stakeholders is to show vulnerability in communication about sustainability. This means that companies should share not only their successes but also be honest about the challenges and failures they encounter along the way. Transparency about the obstacles to overcome shows that a company is truly committed to sustainability, even when it gets tough.
Vulnerability also means admitting that a company does not have all the answers or is still learning how to improve its impact. In a time when greenwashing is a growing problem, this honesty creates a more authentic and credible image.
Looking for concrete examples of companies that excel in sustainability communication? You’ll find them in this blog post!
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