To avoid ending up with messaging that’s inconsistent with the end product, communication needs to remain strong throughout all stages of development.
Be honest about failures
When things really don’t go according to plan—to the extent that an entire product gets canned or a commitment gets dropped—that requires a different kind of communication.
You can say, ‘net zero turned out to be bogus. But these are the initiatives we’re pursuing now.’
Vincent Stanley, Patagonia’s director of philosophy
When asked about how companies like Asos, Crocs and Nestlé should be handling the reality that they can’t meet the net zero or carbon neutrality goals they set, Stanley described it as an opportunity if handled correctly.
“If you learn the limitations of the net zero commitments and everybody else’s being [made] aware of it, you can find other ways to move toward those commitments,” he said. “That’s what we all need to do in the first place, and you can communicate that to the customer. You can say, ‘net zero turned out to be bogus. But these are the initiatives we’re pursuing now.’”
Patagonia’s made many commitments over the years, Stanley said, some of which it met ahead of time, some of which it met on time, and a few of which it had to drop completely. But as long as a company is moving in the right direction and sharing its journey clearly and with integrity, “people are forgiving,” he said.
Don’t fake authenticity
To build the kind of reputation that engenders forgiveness from people on failed or delayed sustainability commitments, though, there has to be an authentic connection to sustainability to begin with.
That means identifying the values and strengths of your company and building those into the business model.
“It’s a harder road than it looks, and authenticity is in short supply,” Stanley said. “The more you can connect on the basis of authenticity—without then having to retract and having to look inauthentic the next year—that’s a tremendous way to reach your customers and to connect with them.”