The convergence of sustainable capitalism

Abstract

For years, efforts have been made to ‘sell’ climate change. Armageddon climate scenarios might be accurate and eye-catching, but they have not changed attitudes or behaviors enough. Threats of climate hell do not seem to hold us back from running towards it. Climate change is no longer a scientist's problem — it's now a salesman's problem. For all of us desperately promoting action, finding ingenious ways to communicate climate change is imperative. Without being incentivised, excited or inspired by an aspirational ideal of where we might go as a society, few of us will act. The brutal truth is that rational arguments alone don't change behavior, even when people want to change. Communication, psychology and clever messages are needed to evoke the desired response and initiate change. Effectively communicating sustainability is about attractive campaigns that make sustainable lifestyles fashionable without being superficial. Businesses need to understand how to communicate sustainability in a way that not only conveys environmental initiatives but also enhances the internal and external brand. The best green messaging combines both environmental betterment and value proposition to consumers. Meaningful engagement and targeted information are the necessary ingredients for successful campaigns. Organizations that wish to grow profitably in the future must focus their efforts to benefit shareholders, society and the environment simultaneously. Concentrating on any one of these areas at the expense of the other two may compromise a business' long-term success. A focus on sustainability provides the best means to implement this triple-pronged strategy simultaneously, enabling organizations to innovate, differentiate and succeed. This paper discusses (i) the importance of sustainable capitalism, (ii) the importance of communication in sustainable capitalism, (iii) the current successful campaigns in place that showcase successful communication and (iv) an analysis and explanation of strategies employed in such campaigns which serve as guidelines and recommendations for companies planning to initiate new campaigns promoting sustainability in the future. This paper will serve as a useful tool kit to enhance the impact of future campaigns. It highlights important factors vital to the success of a sustainable approach. Communication has an extraordinary power, not simply to inform, but to challenge and to inspire. It can achieve lasting and meaningful change. That is why it is vital for communication to be an integral part of the journey towards sustainable development.