What can external CSR communication achieve?

Sustainability has never been more present in people's minds than it is now. Not least because of Corona, the war in Ukraine and the resulting consequences for Europe and the rest of the world. Striking weather phenomena such as droughts and floods are also contributing to the fact that issues such as scarcity of resources, energy and global supply bottlenecks are taking on a whole new significance.[1]

We are all observing a change in thinking – around us, but also in ourselves. The consequence: the importance of corporate sustainability is becoming an increasingly important aspect, one that is gaining weight in the economic policy cycle. And not least, the external communication of sustainability efforts.

CSR pays off – not only from a business perspective

Our society's canon of values has also shifted significantly: assuming social responsibility, fair working conditions and ecological production processes form the assessment space. Sustainability counts! And it pays to invest in it. In addition, life has changed in recent years, causing customers to take a closer look and ask themselves: Which product should I buy? Which company is behind the project? What messages does a company convey to the outside world?

Around 50% of the respondents in a study conducted by LBBW Research[2] of the Landesbank Baden-Württemberg stated that these criteria helped determine their purchasing decisions. A sustainable corporate reputation thus adds weight and boosts the competitive advantage.

This is a clear signal that companies should meet these expectations. An effective and well-thought-out CSR strategy with appropriate communication has a direct influence on future success – not only with regard to internal structures, but also beyond. What is interesting, however, is that corresponding action also has an effect on society as a whole.

What makes good CSR communication?

The question that arises here is: What can external CSR communication achieve? And the answer is: a lot! It is no longer “only” about complying with social and environmental standards in your own supply chain. Or ensuring fair working conditions. It is also about creating your own standards and finding new approaches and solutions. “Do good and talk about it” – a much-cited phrase – taken a little further. Companies must become aware of this responsibility and communicate this awareness in their positioning. But above all: act accordingly!

A good way to communicate your CSR strategy comprehensively and in a target group-oriented manner is to use your own channels. In particular, Social Media must be considered in every form of external communication. There is hardly any other way to communicate your own activities and messages so promptly, powerfully and freshly.

Your own commitment can be shown directly and in the ongoing process. Whether Facebook, Twitter or Instagram – a suitable online CSR strategy is a must. Because it's not just a case of being half-way there if it's done well. Precisely here, due to an internal dynamic and rapidity, the laws and pitfalls should not be underestimated.

For this reason, one of the most important goals of good external CSR communication is credibility! Regardless of which channels are used, communication must always be transparent, open and comprehensible. Therefore, these three tips should always be considered:

• • Coherent internal CSR communication is the basis, since employees play an important role as ambassadors for the company. This requires authenticity and a corporate culture that is lived.
• The company needs to take a constructive look at its products and production processes and their impact on society and the environment. In the second step, this awareness of problems should be clearly communicated.
• CSR is an emotional topic. And it should be. Nevertheless, facts and figures are necessary. With the help of date PR , CSR communication can be made credible. Clear figures make messages understandable, avoid the impression of empty words and make the success of CSR measures measurable.

Content counts – no empty phrases

Empty phrases, on the other hand, are hardly sustainable in the market. The actual corporate actions and the communicated content should be in perfect alignment. The risk of greenwashing is omnipresent. Any reputational damage caused by it, however, is not so easy to wash away.

But what is much more important is that companies and brands – especially global names – have a special power and impact due to their role model status. Corporate social responsibility does not end at the doorstep of one's own company or employees. In times of worldwide networking, entrepreneurial actions and decisions have a far-reaching influence on the environment, economic cycles and sustainable supply chains. Consider the economic and political influence of multinational companies such as Microsoft or BMW.

But medium-sized companies can also achieve a lot when they work together. By communicating their social responsibility, they can reach their stakeholders and generate thought-provoking ideas. They can present solutions, ideas and tangible changes towards sustainability. In doing so, they show that obstacles have been overcome and that climate-friendly processes, for example, are possible. At the very latest, this is when the external communication of corporate actions has an influence that can no longer be denied.

[1] https://www.umweltbundesamt.de/themen/nachhaltigkeit-strategien-internationales/folgen-der-ukraine-krise-fuer-die-nachhaltigkeits

[2] https://www.lbbw.de/artikelseite/maerkte-verstehen/warum-nachhaltige-unternehmen-erfolgreicher-sind_7az2nfam2_d.html