As you have engaged your organisation and your stakeholders in a circular transition, you will need to communicate and display the value of this transition. Communicate on your progress, success and failures, show what you concretely do, and the benefits you bring to your clients, the community you are part of, and the society at large.
For a CE communication strategy to be effective, it should encompass a number of different elements:
Communicating complexity in a simple way
✔The circular economy is a rather broad concept: it is about whole economic transformation, and finding solutions to some of the biggest challenges we face today — like climate change, waste and pollution. While this can feel like a daunting and complex message, at its heart, the circular economy is incredibly simple, and that’s what makes it so powerful.
✔It’s about looking for solutions that address the root causes of challenges, not the symptoms. It’s about eliminating waste, not simply managing it better or cleaning up; it’s about using materials and resources rather than using them up; and it is about regenerating our natural world, rather just trying to reduce the damage we do.
Who is your audience?
Consider who you wish to reach and be aware that you can not reach all. You may want to revisit your stakeholder mapping to prioritize who you will communicate to.
What are you saying?
✔Show what you do, when you do it.
✔Consider the methods behind your circular transition. Not just the strategy and the execution. Processes, structures, models, systems. If you can outline a solid method, your have a much stronger and more unique case. Even a potential competitive differentiator.
How are you saying it?
✔Think about the tone of voice and angle of your communication – speak directly to your stakeholders about what your company is doing to improve their conditions. Avoid simply stating your initiatives objectively.
✔Think beyond the written word. There are no creative boundaries for the presentation of your impact numbers. Take advantage of several communication tools to visualise actions.
✔Take advantage of existing channels to reach your audience. But think beyond your usual channels. You may want to explore how to communicate your progress in sustainability or circularity related conferences/events, participate in some annual awards, etc.
Who is saying it?
Involve your top management/direction but also let your employees speak. Telling the everyday story of how they see their contribution to your sustainability profile brings relatability.
When are you saying it?
✔Decide on the timing of your communication.
✔Decide on continuous physical communication tools in your own facilities: signs, labels
Download the following template to work on your own communication plan.