By The Sustainability Communications Playbook: Best Practices for Sri Lanka
As Sri Lanka faces increasing climate challenges, sustainability is becoming a priority for businesses, consumers, and the government. Transitioning to eco-friendly practices is not just an environmental necessity but also a massive commercial opportunity. Globally, the green economy is projected to reach $10.3 trillion, representing 5.2% of global GDP by 2050. However, many Sri Lankan brands struggle to communicate their sustainability efforts effectively.
Drawing inspiration from global best practices outlined by MetrixLab, here’s how Sri Lankan brands can optimize their sustainability communications, using local examples for relevance.
Build Strong Brand Presence
Your brand must be central to your sustainability message. Introduce your brand within the first three seconds of an ad and ensure the logo is prominently displayed, as studies show that 94% of successful ads feature the logo in the final frame.
For example, brands like Ceylon Tea could create ads highlighting their sustainable farming practices, showcasing their logo prominently while emphasizing fair trade and organic certifications.
Communicate with Clarity and Positivity
Sustainability ads should focus on solutions, not just problems. While climate change is a serious issue, ads that balance positivity with actionable solutions perform better. For instance:
Avoid gloomy visuals of deforestation; instead, highlight successful reforestation efforts in Sri Lanka’s dry zone or initiatives like the Sinharaja Forest restoration project.
Use slice-of-life scenarios to make ads relatable, such as showcasing families adopting solar energy under programs like Soorya Bala Sangramaya.
Tell Relatable Stories
Humans resonate with human stories. Ads featuring people are 72% more likely to succeed. For instance, campaigns promoting renewable energy adoption in rural Sri Lanka could feature farmers using solar panels to power irrigation systems, showcasing real-life success stories.
Additionally, incorporating children, such as students benefiting from solar-powered schools, can amplify relatability and emotional impact.
Use Music and Visuals Effectively
Positive, upbeat music and vibrant imagery help your message stand out. Sri Lankan brands can include traditional rhythms or modern fusion to add a cultural touch while maintaining a positive tone. For example, Brandix, a leader in sustainable apparel manufacturing, could create ads using inspiring visuals of eco-friendly factories and workers collaborating for a greener future.
Build Credibility and Specificity
Greenwashing can destroy trust. Credibility is crucial, so back your claims with measurable evidence. Sri Lankan brands like Dilmah Tea already emphasize sustainability through their biodiversity and conservation programs. Including specific metrics (e.g., “reduced carbon footprint by 20%”) in their communications can reinforce trust.
Similarly, brands focusing on clean energy or recycling should provide tangible examples. For instance, a campaign about Colombo’s waste-to-energy projects could include metrics on how much waste has been converted into energy.
Involve the Consumer
Sustainability campaigns are more successful when they involve consumers. Encourage audiences to take part, such as joining beach clean-up drives in Galle or supporting plastic-free shopping initiatives in Colombo. Making consumers feel like part of the solution fosters deeper engagement.
Focus on Single-Minded Messaging
Sustainability is a broad topic, so focus on specific initiatives. A campaign highlighting Sri Lanka’s shift to 70% renewable energy by 2030 could emphasize solar, wind, or biomass projects individually, rather than addressing sustainability in general terms.
Link Your Brand with the Cause
Ensure your brand is meaningfully tied to the sustainability initiative it supports. For instance, MAS Holdings, which champions environmental innovation, could connect their brand to zero-waste manufacturing initiatives, reinforcing this message across social media, TV ads, and community programs.
For Sri Lankan brands, effective sustainability communications can drive positive change and foster long-term consumer loyalty. By focusing on authenticity, relatability, and positivity while showcasing measurable impact, brands can inspire action and contribute to the nation’s green journey.
With Sri Lanka aiming for sustainable development, leveraging these best practices will ensure that both businesses and consumers align toward a greener, more resilient future
