Can you convert the anti-woke brigade to a green agenda?
How to connect with diversly opinionated audiences in a sceptical climate
Every day we see headlines proclaiming a new world order. They identify a variety of back to basics, protectionist ideologies that suggest a regression from a focus on people and planet. Right now, the political and business backdrop to sustainability is charged with change and the rhetoric of ‘anti-woke’ culture. In this oppressive climate, how should the sustainability agenda adapt? How can it advance without creating a political or societal backlash?
Even green investments are being challenged. Norway, one of the biggest investors in green tech, is planning a 50% reduction for the next five years. Yet, unlocking private investment largely relies on government support and funding. How does that play out in a “Drill, baby, drill” world?
In this environment, where there is sensitivity towards ‘woke’ culture and potential climate scepticism, discussing sustainability can be challenging. To counter this, it’s crucial to develop effective communication strategies that resonate with a broad and diversly opinionated audience.
This article aims to provide strategies for positioning and advancing sustainability in a way that emphasises shared values and tangible benefits for everyone.
Shifting the focus from ideology to imperative
To broaden the appeal of sustainability initiatives, the focus needs to shift from potentially divisive ideologies to universal imperatives. Authenticity and accountability are key, requiring genuine action and transparent reporting rather than superficial pledges. Diversly opinionated audiences, sceptical or otherwise, need to feel that sustainability initiatives are, literally, all about them.
Emphasising that sustainability encompasses issues like fair labour practices, ethical sourcing, and responsible profitability, broadens its scope and relevance. Because these issues are about real lives, not theories and ideas. In history, the labour movement relied on slogans like “wages set by solidarity, not greed". Today, you’ll have more success talking directly to your audience with ideas like “giving you more choices and opportunities”. Similarly, make ethical sourcing personal. The charity PETA (People for Ethical Treatment of Animals) currently have a campaign called “Every animal is someone”. And if you’re going to talk about responsible profitability, say it loud and clear. Unilever claims to integrate sustainability into its business model and uses the strapline, "Making sustainable living commonplace”.
Respect fair labour practices
Understanding and implementing ethical labour practices is a moral obligation and a cornerstone of sustainable, equitable development. Fair wages are essential. Employers must meet legal standards and, where possible, go beyond minimum wage requirements. Employees should also be able to expect job security, at-work insurance, sick pay, and healthcare. As event organisers, we must also respect health and safety legislation, providing safe working environments.
All employers should commit to transparency, openly communicating their policies. This means engaging in dialogue with workers and addressing any grievances that occur. Achieving true accountability requires positive partnerships with labour unions and compliance with international labour standards. Because all of these practices safeguard workers’ rights and, in the longer term, nurture a happy and healthy workforce that will go the extra mile.
Insist on ethical sourcing
Ethical sourcing is at the heart of supplier accountability and responsible procurement policies. It involves challenging unfair and illegal inequalities in pay and seeking out and eradicating modern slavery. Of course, supplier accountability is one of the biggest challenges event organisers face. It’s critical to achieving responsible procurement policies and ethical sourcing. This means ensuring that all third parties in the supply chain align with organisational sustainability and stringent ethical standards. And it means that all partners, from technical service providers to caterers, enforce rigorous criteria and explicit contractual obligations guaranteeing ethical procurement processes.
This proactive approach helps mitigate risks posed by unethical practices. Measurement is everything. Regular audits and detailed assessments, followed by comprehensive reporting, are the only failsafe ways to monitor supplier performance.
Strive for ethical profitability
Running a sustainable business means doing business in ways that guarantee economic accountability. Economic sustainability, as one of the three pillars of sustainability, is about managing economic and sustainable priorities. Put simply, it’s about balancing profit and impact. Compliance with ISO standards such as ISO 20121 (for sustainable event management) helps ensure guidelines are followed for social and economic sustainability.
Positioning strategies for sceptical audiences
It’s a fact that sustainable initiatives may face sceptical or even hostile audiences. Thankfully, there are ways of communicating and expressing your sustainability initiatives to make them more palatable. Emphasising the economic benefits of sustainable practices, such as increased efficiency and long-term cost savings, will get even the most sceptical audiences on board. Similarly, positioning sustainability as a driver of innovation, the development of new technologies, and the achievement of first mover advantages in the market will appeal to more business oriented audiences.
It also makes economic sense if sustainability is framed as essential for risk management and compliance with evolving regulations. And even the most resistant audiences understand that respecting consumer values such as transparency, ethical sourcing, and product longevity can build market share and profit.
Finally, highlighting sustainability as a long term vision for ensuring business resilience and setting new industry standards makes sense in a volatile and highly competitive business environment.
Practical approaches to embedding sustainability
Successfully embedding sustainability in your business is all about practicalities. Inspiring messaging and compelling communication are crucial to getting diverse audiences onboard, but practical implementation is critical. Therefore, sustainability must be integrated into your core business operations, rather than being treated as an optional add-on or the icing on the organic cake.
But what does this mean in reality? Holistic implementation means balancing sustainable environmental, social, and economic considerations in every business decision you make. You’ll achieve tangible, measurable results by embracing the circular economy. You’ll quickly see the practical benefits of reusing, recycling, and regenerating resources. And you’ll build trust with your audiences by leveraging technology for transparency. For example, by using AI to track and verify sustainability efforts. Whatever the initiative, measurement is everything. Your focus should always be on demonstrating tangible impact and verified results.
Technologies for transparency’s sake
There are specific technologies that can help you achieve transparency across the events you deliver. For example, blockchain revolutionises supply chain tracking, ensuring ethical sourcing and verifying sustainability claims. AI-powered carbon footprint calculators will help you to measure and reduce emissions from events. And many venues have smart energy management systems that monitor and optimise the energy consumption of your event. For complete transparency, digital reporting platforms provide sustainability metrics to stakeholders in real time. Again, measurement is crucial.
Remember, sustainability is a win-win goal
In summary, when you’re discussing sustainability with diversly opinionated audiences, authentic action and clear, values-based communication are key. By focusing on fundamental business drivers and shared values, you’ll bridge potential divides and get people onboard your sustainability agenda.
Events businesses can step up their sustainability game by checking their impact, setting clear goals, and getting everyone involved. Pick eco-friendly venues, cut down on waste, and source sustainable materials. Go digital to reduce paper waste and be open about progress to build trust. Educate attendees and team up with industry peers to amplify your message. Because when sustainability is seen as a win for business and the planet, it’s easier to get people inspired.
Shelton Fleming can help your business advance the principles of sustainability, connecting with diversly opinionated audiences in a sceptical climate. To learn more, get in touch now.
Author: Christopher Joyce, senior writer at Shelton Fleming, who elevates the conversation with insights on trends impacting business transformation, events and experiential marketing.
