Ditch jargon and concentrate on speaking what issues to audiences: local weather, nature and folks. Learn Extra
By
Tove Malmqvist
Supply: Alana Duval/GlobeScan
Key takeaways
- To succeed in a wider viewers, firms have to keep away from jargon-heavy water stewardship phrases.
- Credible descriptions for water stewardship targets succeed when water is linked to local weather, nature and folks.
- Compelling tales may help stakeholders perceive why water points and packages matter to them.
If the phrases “water optimistic” and “nature optimistic” depart you confused, you’re not alone. To enhance water stewardship and communications across the subject, firms have to keep away from technical or jargon-heavy phrases that aren’t partaking for many audiences.
In a current survey of greater than 350 water and sustainability consultants, Trellis knowledge companion GlobeScan, together with the World Wildlife Basis, discovered essentially the most significant and credible descriptions for water stewardship targets are:
- “restoration of nature and ecosystems” (49%)
- “science-based” (42%)
- “safety of rivers, lakes, and wetlands” (40%)
In distinction, consultants think about “water optimistic,” “nature optimistic,” and “replenish” to be the least significant and credible of the choices offered. Equally, GlobeScan’s public opinion analysis exhibits individuals rank “defend rivers, lakes, and different water-based habitat/nature” a lot greater than “use much less water in operations and provide chains” by way of an important water-related objectives for an environmentally-responsible firm.
The analysis factors to a few causes for low ranges of consciousness and engagement associated to firms’ water stewardship actions:
- Most firms don’t discuss water fairly often or through channels that attain many stakeholders
- Water-related communications normally put a heavy emphasis on knowledge and methodologies like “water optimistic” and “replenish” that aren’t very relatable or compelling for many stakeholders
- Company communications on water focus an excessive amount of on the amount/effectivity of water whereas air pollution or ecosystem restoration is extra prone to achieve traction with the general public
What this implies
Going ahead, firms can enhance transparency and disclosure by speaking in methods which are extra related, tangible and interesting by linking water to local weather, nature and folks. Organizations can spotlight the vital ways in which water hyperlinks, shapes and contributes to highly effective, nature-based options for local weather resilience, adaptation and mitigation. The general public strongly associates water with nature and conservation, and linking it to nature affords alternatives for restoration, progress and optimistic tales. Extra compelling company communications on water stewardship may help stakeholders perceive why points and packages matter to them and the way each the corporate and shoppers stand to profit from company actions and investments.
Primarily based on a survey of 352 water and sustainability consultants throughout 63 nations and territories performed in Nov.-Dec. 2024.
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Tove Malmqvist
Tove Malmqvist manages GlobeScan’s syndicated Radar analysis program — delivering excessive worth evaluation, sector-specific findings, and related data-driven insights for points and fame administration to management organizations within the company and non-profit arenas. Tove additionally manages The Sustainability Survey, performed in partnership with the consultancy SustainAbility and Sustainable Manufacturers. Fluent in English, French and Swedish, Tove has been with GlobeScan since 2005.