Topic 3 A right way to communicate
The most practical way to communicate is to disseminate facts. It means explaining what you really do and why you do it.
- What do you really do?
- Show what you concretely do, take practical examples;
- Show clear benefits (use the analysis of the situation at the start of the circular implementation to quantify the progress done); e.g., we reduced our water consumption by 15% while increasing both your comfort and well being;
- Explain the benefits you bring to your clients, the community you are part of, the society at large.
- A label or a certification can be a proof for your audience. This is more and more valued, but the label has to be known:
- at local level (communication towards your local stakeholders);
- at international level (if you have international customers).
EcoBnB is an accomodation booking platform. To be part of the Ecobnb network, sustainable accommodations must satisfy to at least five out of the ten fundamental eco-sustainability parameters recognised by ecolabels and ecotourism certifications.
Look how their criteria are communicated.
What are the circular criteria ? Are they easy to catch by customers?” carriage return and then introduce the next pictures with “This is what appears on the first page of Ecobnb website.
Look how they are communicating on the environmental impacts.” and put “To have more details on their communication, visit their website.” after the last pictures of the website.
To have more details on their communication, visit their website.
Here are the communications made by Greet Hotels. Read the text and watch the video.
Welcome to greet! Hotels locally engaged, refocused on what really matters.
Gather around our shared table, stay in our family rooms, participate in our activities: because the best moments are those we share, all of our spaces have been designed to live convivial moments.
Enjoy our regional jams, freshly baked bread delivered by the baker next door and be pleasantly surprised by our vintage mismatched crockery. We want the best for our customers and local communities. That’s why we offer fresh and simple local produce.
Admire our upcycled furniture sourced from flea markets, like a mason jar used as a bedside lamp. At Greet, there’s a story behind every object. We give a second chance to everything we find.
Discover a place where everyone can have a second chance, where everything can have new life. Be greet!
- How Greet Hotels express their circularity implementation?
- Look at the facts but also the vocabulary, and the scenes in the video.
- What are the values of Greet Hotels?
- How Greet hotels invite people to be their customers?
To have more details on their communication, visit their website.
- Why do you do it?
There are plenty of reasons to decide to go from business as usual to circularity, but there is one which is yours. Your transition journey can be a beautiful hook to engage and attract people’s interest.
- What made you start your journey?
- How did you go from developing a set of small actions, to completely revisit your business model?
Tell a story that is grounded in facts and results but articulated through an emotional voice led by culture and values. Share your experience in a human, personal way.
In the video you can see a story example.