AMBITION The dream The ambition The real The safe SUSTAINABLE The sustainable dilemma STATUS QUO Customer’s expectations relating to a company’s sustainability efforts are extremely high. However, companies cannot become sustainable overnight. DONG Energy found itself in this exact situation. Therefore, several tests and different concept directions were developed both internally and externally to figure out where the company was then and how they should communicate sustainability. The test showed that DONG Energy was facing a big dilemma. Management wanted to go with ‘the safe’ choice in order to not face accusations of greenwashing while customers, employees and external stakeholders wanted DONG Energy to be more ambitious. The task was therefore to create a concept and communication strategy that enabled DONG Energy to showcase real initiatives that were already being executed while also conveying a trustworthy narrative of the company’s green strategy and ambitions.
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