In the pursuit of sustainability ambition, organisations must prioritise effective communication that engages and activates employees and other internal and external stakeholders.
At 2030 Builders, we have established a robust Circular Communication Model that enables the company to effectively share its sustainability strategy and goals with all stakeholders and gain back from them other information, from ideas and best practice to data and evidence useful to produce the double materiality assessment.
In this type of communication, the conversation flows in a circular pattern, where information is openly shared and exchanged, fostering a continuous dialogue between the company and its stakeholders. It involves cascading communication from the company to stakeholders, with employees being a primary focus, and encourages a reciprocal flow of enriched information from all stakeholders back to the company and its managers.
By embracing this circular approach, organisations promote transparency and a deeper understanding of issues, foster a supportive environment, encourage innovation and enhance stakeholder engagement, which ultimately leads to the achievement of their sustainability ambition.
Two-way communication is a form of communication where two parties exchange information and ideas. It involves a sender who transmits a message, and a receiver who receives and interprets the message. Two-way communication tends to be more linear in nature, with a clear sender and receiver.
The different between two-way communication and circular communication
Contrarily, circular communication involves a conversational approach in which participants engage in a circular pattern. Within this dynamic, the flow of information becomes enriched as everyone has the opportunity to contribute value to the conversation. This inclusive communication style aims to foster transparency by ensuring that information is shared among all stakeholders. By embracing diverse perspectives and encouraging active participation, circular communication promotes a more comprehensive and inclusive exchange of ideas.
In terms of benefits, two-way communication can be useful for conveying information or making decisions quickly, while circular communication can promote a deeper understanding of issues, encourage creativity and innovation, and help build stronger relationships among participants.
Transparent communication and shared perspective
The circular communication model allows organisations to be transparent about their sustainability strategy and goals. By openly sharing information with employees and all the other stakeholders, companies can build a culture of trust and transparency. This open dialogue creates a safe space for sharing perspectives, ideas, and concerns, allowing the stakeholders to address unforeseen challenges and gaps in their strategy. Through this transparent communication, all stakeholders gain a shared understanding of their objectives, aligning their actions and values with the company’s vision.
Enhanced employee awareness and sustainability goal achievement
Circular communication enables employees to grow their awareness of unseen issues and overcome barriers in achieving their goals. By fostering a circular flow of information, employees have access to valuable insights and feedback from their peers, managers, and other stakeholders. This open dialogue saves time by providing employees with a clear understanding of challenges and opportunities, enabling them to make informed decisions and take effective actions towards sustainability. By empowering employees with shared knowledge and a supportive environment, organisations maximise their potential and drive the success of our sustainability initiatives.
Stakeholder engagement and Brand reputation
The circular communication model extends beyond internal communication and includes suppliers, shareholders, partners and the community. By involving all stakeholders in the dialogue, companies foster a sense of shared responsibility and advocacy. When stakeholders are well-informed about the organisation’s sustainability strategy and goals, they are more likely to embrace their company values and become advocates for the brand. This engagement enhances the brand reputation, attracting customers, investors, and partners who align with the organisation’s commitment to sustainability. The circular communication model helps create a positive impact also in the broader community and strengthens the company position as a responsible corporate citizen.
Double Materiality Assessment enabled by an effective Circular Communication
One crucial aspect facilitated by the circular communication model is the double materiality assessment. The double materiality approach recognizes that the impact of sustainability issues extends beyond the organisation itself and encompasses the external environment and stakeholders. By engaging in continuous dialogue and information exchange, organisations gather valuable insights that help them assess the materiality of environmental, social, and governance (ESG) risks and opportunities. This assessment ensures that the sustainability strategy addresses the needs and expectations of the stakeholders while creating shared value for all parties involved.
For businesses seeking to engage their stakeholders in sustainability initiatives an effective communication framework is key. Our circular communication model serves as a foundation for stakeholders’ alignment on sustainable goals, double materiality assessment, engagement and collaboration, and sustainable value creation.
By fostering transparent communication, creating a supportive environment, and embracing a circular flow of information, we empower employees and stakeholders to actively contribute to their company’s sustainability strategy and goals.
A circular communication will allow organisations to build trust, enhance brand reputation, and create a shared information ground where all the stakeholders interact and innovate for the greater long-term benefit of all.