In an age of information dominated by climate crises, environmental concerns and social imbalances, ‘sustainability’ has simultaneously emerged as both a guiding principle and overwhelming concept for individuals and organisations alike. As a society, we are having conversations around sustainability like never before, but quantifying it at a granular level is far from straightforward.
The nuances of sustainability can lead to decision overload, making it challenging for individuals to navigate their role in creating a more conscious world. As a sustainable marketing agency, we constantly find ourselves at the intersection of promoting responsible choices and defining what ‘purpose-driven’ means in a wider sense. It’s a delicate balance that we’re constantly navigating.
In the wake of launching our new Impact Report, we as a team reflected on the conversations we had throughout building the report. From information overload, what progress means within the industries we contribute to, and quantifying what ‘sustainability’ means for us as individuals and a brand. Here are some of our key learnings:
The Dilemma around impact reports
The surge of information, products and language surrounding sustainable living leaves people grappling with decision fatigue, and lack of clarity on the ‘best’ way to act consciously. Decision overload in this way can often lead to frustration, and in some cases, even apathy as individuals and businesses alike struggle to discern the most impactful actions amidst the sea of choices. This isn’t how change happens.
As an agency working with brands of all industries, shapes and sizes, we know very well that the pursuit of sustainability is not one-size-fits-all. It never will be. What works for some may not be feasible for others – companies and individuals are absolutely governed by lifestyles, financial constraints, location, and above anything else, time.
These dilemmas highlight the need for a nuanced understanding of sustainability—one that acknowledges the complexities of personal and professional choices, and encourages progress rather than perfection. With our latest impact report, we absolutely felt this.
In our mission to make conversations and decisions around sustainability accessible and engaging to the masses, we thought about how we could demonstrate this when exploring and quantifying our own progress.
Language that resonates
Sustainability is complicated enough, we avoid throwing around terminology which doesn’t need to be there. Impact reports frequently employ technical language and industry-specific jargon. Don’t get us wrong, some industries absolutely need this, but we don’t. We’re an agency focused on communications. We actively work against alienating people, and for bridging gaps in understanding. We want to give people a big picture, one they can paint with their own eyes.
Short and Sweet
Time is precious, so we kept things compact. Over the years, our team has read and written lengthy and dense impact reports, filled with charts, graphs, and technical details. Sometimes, these stats are important, but often they’re overwhelming, a bit mind boggling, and not usually all that exciting. With all that we do we’re here to encourage engagement, so we refined the scope and boundaries of our impact report into a manageable, comprehensive, succinct document, in the hopes that many more people reach the end!
Storytime, Honesty Hour, Getting Personal
We’re a business run by conscious, driven human beings. We’re people who genuinely care about sustainability, 4Change, and the work we carry out for purpose-driven businesses. We want to share our story – who we are as individuals, what we get up to day-to-day, and how we have planned to run our company going forward. Our personal goals feed our business goals. We believe in the qualitative aspects of sustainability, who we are behind the data, and what we are working on personally and professionally.
Sustainability is About Maintaining Progress
It really is progress, not perfection. The great thing about impact reports, is that they force and empower you to take a helicopter view of where things are at, and look at that in the context of where things were last year, and how it all aligns with values and purpose. Sustainability is multifaceted, enduring and individualised.
In navigating the sustainability dilemma, our agency has sought to simplify the complexities, communicate transparently, and underscore the importance of progress. By doing so, we strive to contribute to a collective understanding that sustainability is a journey marked by continual improvement and a commitment to purpose.
Let’s keep driving the positive impact that counts. Check out our latest impact report here.