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Sustainable Communication

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SUSTAINABLE COMMUNICATION

Véronique Ferrouillat – Sustainable Communication - 2010

Content
Introduction 1. To whom communicate? 2. Why? 3. How? – A – Communicating on SD Communication toolbox per audience – B – Communicating sustainably

Véronique Ferrouillat - Sustainable communication – December- 2010

What is sustainable development?

Its definition of sustainable development "development which meets the needs of the present without compromising the ability of future generations to meet their own needs"
Extract from the report for the United Nations called ‘Our Common Future’. During the the Brundtland Commission. 1987

Véronique Ferrouillat - Sustainable communication – December- 2010

1 – TO WHOM COMMUNICATE ?

1 – To whom communicate?

Companies aren’t alone in the world
Secondary stakeholders Environmental and social non-gouvernemental organisations

Research institutes/ Universities

Affaires & produits

Technology prodivers Primary stakeholders

Banks, insurance companies, financial analysts

Local communities

Media
Véronique Ferrouillat - Sustainable communication – December- 2010

1 – To whom?

Communication target groups
External stakeholders
• Final consumers

• Business clients • Financial stakeholders • Public administrators and policy makers • Civil society and society stakeholders • Suppliers

Internal stakeholders
• Shareholders

• Employees and management
Véronique Ferrouillat - Sustainable communication – December- 2010

2 – Why communicate?

Véronique Ferrouillat – EMLV – Communication et Marketing Durable - 2010

2 Definitions of sustainable communication
1- communication on sustainable development: Integrating the SD message in communication towards stakeholders (generally through one-way, non-iterative processes, e.g. Corporate Sustainability Reporting or product eco-labeling)

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