Winning green - Effective communications for the pathway to zero
Achieving climate protection targets determines the political agenda; the transformation to greenhouse gas neutrality is a key driver for making dramatic changes to the way we live and work. Many companies have already begun to tackle the transformation of their business models, others are on their way and are developing the relevant strategies and roadmaps. This mammoth task requires long-term thinking and action – and is characterised by considerable challenges in terms of communications. Among them are a complex stakeholder environment, massive pressure to be transparent and explain new policies, as well as high-octane debates with strong potential for escalation and scandalisation, particularly in social media. This is frequently compounded by strong dependencies on other players since climate protection targets often cannot be achieved by a single company on its own. In order to successfully implement a transformation to climate neutrality, well-planned, strategic and effective communications are essential – we call it “WINNING GREEN”.
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