The importance of a Sustainability Strategy 2

The importance of having a strategy is fundamental in any activity, moreover in Sustainability. 
Sustainability implementation still has many obstacles, and one is the knowledge of the theme inside the organization, but outside as well. Many think that's a simple question, already in any good plan, but the reality is very different. 
We can see in many strategies, in sustainability implementation plans always with a training programme. But it's not enough to explain the theme; you have to know if people understand it, and in what level. As in any school, teachers spend a lot of time explaining the themes, the issues, but beside evaluating if students reached the expected level, they have tests to evaluate in many aspects what was understanded. With test they can evaluate students levels but also teacher's level. I'm not saying that we need to run tests in organizations after training programmes, but it's not such a bad idea.
So one of the main issues in implementation plans is that the whole message gets everywhere, and many think: “That’s obvious”. But if it is so, why most of them simple worry about passing the message, without wanting to know if it reached all the objectives. And if we think about the methods, we can realize the internal communication, the internal networks can work towards that kind of objectives. You can start the with a training programme and afterwards creating tools to let your own organization develop means to that end.
Another problem is the outside knowledge of sustainability. The external dimension or “what your clients, consumers and others know about the issue”. When you think about ways to communicate certain subjects it’s necessary to know if your target knows what are you talking about. Simple? Again, no!
Sometimes you’ll have to teach and train your audience before you start to pass the message. A little like internal dimension, the external side need somehow the same work, but with different characteristics. That’s why a real strategy, with a good timeline, can help you have an efficient communication with your audience, helping you also get to the objectives proposed.
There’s also a side problem on this kind of issues, but also a knowledge problem that puts more obstacles to Sustainability. There are more a more studies and articles saying that consumers are more open and sensitive to pay more for sustainable products and services, but giving examples like luxury consumers willing to pay more on cars and others. Reality check: this kind of piece are people with money and with a level of education, informed and a cultural level that allows them know naturally something about this issues. Unnatural and a little bit out of reality would be someone saying the lower segments of consumers would be very focus on sustainable products, willing to pay more, with a very good knowledge of issues outside of their reality.
Studies that reach obvious conclusions can have two reasons. First is the study is very simple, with no objective of reaching necessary conclusions. Second, the use of such conclusions have the simple objective to try to prove some points that otherwise would be hard to explain. Using specific segments to prove a whole range consumer reality is simple wrong.
Marketing. This needs the work of Sustainable Marketing.  

The Obvious Revolution

Orex SM