It’s no secret that to succeed in today’s global economy, professionals need to have a global skill set. This is especially true for those who work in the sustainability field, those people who work in organisations that seek to integrate sustainability and raise the bar within their industries. They need to have abrader understanding of their business and industries, and how sustainability fits within that framework.
I have been working in communications and marketing in the sustainability and policy field for over a decade. Throughout my career in sustainability, I have seen organisations struggle with the issue of terminology and language.
Communications people are generally driven by a passion for telling stories coupled with strong skills in areas such as writing, the use of language and interpreting information. It is often the role of communications teams to process complex, sometimes jargon-filled information and translate it in to messaging that resonates with specific audiences. But for those of us who do not have an academic background in sustainability, how can we be sure that we have fully understood and correctly communicated those messages?
Marketing and communications professionals working in the sustainability sector, as well as journalists reporting on it, know that they must be able to speak and understand industry language.
I believe that acknowledging and addressing this knowledge gap is a first step in achieving the goal we are all trying to promote for our colleagues and clients: demonstrating that a sustainable approach is the only way we can build safe future for generations to come.
What are your views? Do you think the jargon we use is clear, or do we need to use common language to get our messages across? Please take the survey in the column on the right and share your opinions.
Sandra Anani is passionate about sustainability, with over 19 years’ experience. She has dedicated her career to sustainable development and communications.