A long-term objective gives the sustainability narrative a clear direction By creating a ‘Sustainability intent’, the company can bring together different departments around a common sustainability narrative, and communicate effectively to both employees and customers. Long-term Level 1 goal Communication concept Level 2 Main themes M E a N in AB th L e E m RS es M E a N in AB th L e E m RS es Level 3 Level 4 Initiatives Initiatives Initiatives Initiatives Initiatives Initiatives Initiatives Initiatives Initiatives A ‘Sustainability intent’ defines a structure for the company’s sustainability narrative and ambitions and resembles the characteristics of ‘purpose’. The long-term objective (level 1) defines the direction and overall purpose for the company’s overarching sustainability efforts. It consists of numerous initiatives (level 4), which are either currently being executed or are planned for the future. These initiatives can be seen as proof points that help build credibility while the company continues to work towards its long-term objective. These initiatives can be grouped into themes, which can help define the direction of the sustainability journey of the company. The number of main themes will vary for each company and its ‘intent’. The communication concept (level 2) explains how both the ‘Sustainability intent’ and the sustainability narrative should be communicated to employees and clients so that it best emphasizes the direction defined by the management. By communicating externally, a company demonstrates to the outside world and their employees that they are all about more action, less conversation.
Download PDF file