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Sustainability is now one of the main trends that is growing rapidly in various sectors, including communication. The importance of implementing ethics in sustainability communication cannot be underestimated, considering that misguided communication can lead to a reputation crisis, as in the case of greenwashing. The IABC (International Association of Business Communicators) has emphasized the importance of ethics in communication, where principles such as transparency, honesty, and accountability are the main foundations for maintaining the integrity of communication. Through ethical communication, institutions can build strong trust with stakeholders and improve their image in terms of sustainability.

Sustainability, which should be a noble goal, is often misused as a tool for short-term gain. This can cause major problems if not managed carefully. For example, if the communication delivered is inaccurate or seems to exaggerate the company’s achievements in terms of sustainability, it can turn out to be detrimental. Therefore, it is very important for institutions to ensure that the sustainability messages delivered truly reflect a real commitment to positive change, and not just to fulfill obligations.

To achieve effective and ethical sustainability communication, there are several basic principles that need to be adhered to. First, a transparent and honest narrative is essential to maintaining public trust. Second, fairness and inclusivity must be part of every communication, ensuring that all stakeholders, including those directly impacted by the company’s operations, are involved in constructive dialogue. Third, accountability is key to maintaining a long-term reputation, through clear reporting and open feedback mechanisms. With these principles, institutions can not only raise awareness and engagement on sustainability issues, but also strengthen their position in the market in a responsible manner.

A Column Writing by Founder & CEO VMCS, Elvera N. Makki on Majalah Mix, December Edition 2024

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