Sample Answer
Communicating Sustainable Development
Introduction
Sustainable development has become a guiding principle for organisations seeking long-term growth while protecting the environment and promoting social equity. Defined by the Brundtland Report (World Commission on Environment and Development, 1987) as development that meets present needs without compromising the ability of future generations to meet theirs, it integrates environmental, social and economic goals. However, while most organisations now claim to embrace sustainability, communicating these ideas effectively to employees, customers, or the wider public remains challenging. This essay analyses key barriers to communicating sustainable development and identifies effective practices using the context of Unilever, a multinational consumer goods company that has developed notable sustainability communication strategies.
Understanding the Concept of Sustainable Development
Sustainable development extends beyond environmental conservation to include social justice, economic stability, and responsible governance (Sachs, 2015). It requires balancing profit with purpose through actions that protect ecosystems, ensure fair labour, and reduce inequality. In business, it often manifests through frameworks such as the Triple Bottom Line (Elkington, 1998), which evaluates performance across “people, planet and profit.”
Unilever’s Sustainable Living Plan demonstrates this integrated vision, committing to halving the company’s environmental impact while improving health and livelihoods across its value chain. However, translating such a complex agenda into meaningful communication for diverse audiences remains difficult.
Challenges in Communicating Sustainable Development
Complexity and Ambiguity of the Concept
Sustainability is inherently complex and often perceived as abstract or vague (Dahl, 2012). Employees and customers may not understand how specific actions contribute to global goals such as carbon neutrality or ethical sourcing. For example, while Unilever’s campaigns highlight product sustainability, many consumers still struggle to link these efforts to tangible environmental outcomes. Simplifying the message without losing accuracy is a persistent challenge.
Greenwashing and Credibility Gaps
A major obstacle to effective communication is the public’s scepticism toward corporate claims of sustainability. “Greenwashing” , when companies exaggerate or misrepresent environmental achievements , erodes trust (Delmas & Burbano, 2011). For instance, consumer backlash against misleading “eco-friendly” packaging claims across industries has made audiences more critical of marketing narratives. This forces organisations like Unilever to back their claims with verifiable data and transparent reporting.
Lack of Employee Engagement
Internal communication of sustainability goals is often weak. Employees may perceive sustainability as a marketing strategy rather than a shared corporate value (Lozano, 2013). Without meaningful engagement, initiatives risk being seen as management rhetoric rather than a collective mission.
Balancing Global and Local Messaging
For multinational organisations, sustainability messages must resonate across different cultures and levels of development. What appeals to European consumers may not connect with audiences in developing countries. For instance, Unilever adapts its sustainability messaging in markets such as India to focus more on social development (hygiene, women’s empowerment) than on carbon reduction, which resonates more strongly in Western contexts.
