How do you define sustainable corporate communication?
Sustainability is often equated with ecology, but that is only about one third of the story. It also covers the economic and social side. That´s why sustainable corporate communication was originally a tool for the stock markets. It was a way of presenting to analysts how stable a company was and how well it conformed to the regulatory requirements. Sustainable communication is about highlighting all that is meaningful and oriented towards the future of the company and society. Taking the example of MVG, the public transport company: It is not just about reducing the emissions of the vehicle fleet, it´s also about making a contribution to strengthening the city of Munich as a business location, offering people a stable workplace and designing barrier-free transport for people with a handicap. Sustainable corporate communication makes that transparent for all – towards the outside but also towards the inside of a company. As such sustainable corporate communication is also a tool for satisfied employees and business partners.
Looking into the future, do you believe sustainability will bring about changes in the economic system or will it remain a niche?
I think that the need for a sustainable economy is now firmly established in the heart of society. Citizens and consumers are way ahead of politicians and businesses in their demands for greater sustainability. Politics has seriously underestimated the dynamism and vehemence of the citizens. For the first time we are feeling the effects of economic growth that does not consider tomorrow: climate change, wars waged for resources and reports of the damage caused by our excessive consumption. That is forcing us to live and run our economy in a more sustainable way. We have no other option.
The interview was conducted by Katja Knahn, and first published in novum 05.20. This issue has a focus on »sustainability« and presents a range of articles dealing with sustainability and design …