In a changing world, and with the global pandemic dominating our lives, the pressure on companies to demonstrate not only their commitment to their customer but the value they contribute to society has become increasingly important.

For those companies who have integrated sustainability into their operational and strategic activities, this challenge is less acute. But it looms dangerously in the shadows nonetheless as stakeholders from investors and governments to community groups and customers have become more interested, more active, and more demanding of the companies to do more than generate returns to their shareholders.

Over the past year I have had discussions with leaders across Australia’s corporate landscape, from CEOs and Corporate Affairs leaders of ASX listed companies to leaders within the NGO community and advisors to our governments. And, while each conversation drilled down into specific industry or corporate issues, the reality is that Sustainability Communication is a challenge that all are facing, contemplating, or acting upon.

And if you can’t take my word for it than look no further than the latest FutureBrand Index that points out that Environment, Social & Governance (ESG) has become more than just an issue relevant to investors, but that the public are also “looking under the hood and brands that can demonstrate they are having a positive impact on the environmental, on society, on social justice and on equity, will be able to rise to the scrutiny”.

Some companies incorrectly think they can simply communicate their way out of this dilemma and have chosen to focus on telling a better story of what they do today, their achievements and their practises. They’re getting the word out. But that approach is a doomed one, and one driven by short-termism. It lacks empathy towards one’s stakeholders and the community at large and does little to solving the real problems we face as a society.

Some companies are embattled, and desperate to prove that what they are doing, and their approach to the issues confronting them are right. Embattled. Unchangeable. Not willing to listen. A challenging position to be in within a rapidly evolving landscape.

Other companies are looking towards constant improvement, engaging with their stakeholders to understand the expectations and the gaps in their performance. Their focus is to identify the right goals for their company based on their stakeholder needs, to determine how they need to change as an organisation to get there, and then to talk about that. Their focus is to listen first. Engage. And then listen again. It doesn’t stop.

Within this approach, communications has a role to play. It’s not a role that helps a company win a campaign or a win the contest to be the best, or to show that they’re the best (even if they’re not). But instead, it is a genuine act of helping solve a problem. It may be a customer problem. It may be a problem that goes well beyond a company’s natural limits, but it’s an opportunity to be about the change of the world we live in. And support change for the better.  This is where the role of great communicators is so important. To help the organisation see and understand their audiences and stakeholders better. And ultimately to help tell the company’s story to improve the connection with those who matter most.