287
An effort to simplifying and streamline communication on product’s sustainability
performance based on life cycle information is thus paramount to enable consumers
to better interpret different kinds of information and help them understand why
taking a life cycle perspective is a key step towards operationalizing sustainability.
As previously outlined, educating consumers about the advantages and necessity of
taking a life cycle perspective to avoid trade-offs is also highly relevant to companies
and businesses that seek to explain their efforts. Only if a general understanding of
the concept is present, efforts of companies applying life cycle methodologies will
be understood and welcomed. This understanding will help businesses and industry
to respond to green washing claims and demonstrate real sustainability progress by
implementing life cycle management (in line with Box 20.1 ).
In this context opinion leaders will also need to be targeted to help spread the
word and generate suffi cient attention. Al Gore’s “An inconvenient truth”, for
example, helped to put the issue of global climate change on the world’s agenda, at
least from a communications perspective. Thanks to the fi lm and following public
appearances, the understanding of the effects of climate change has increased
(Jacobsen 2011 ). A messaging that is neutral, scientifi cally sound and not driven by
company- interests thus needs to be developed that could be picked up by opinion
leaders to help spreading the word. As with the IPCC process, the messaging, however, will have to be backed by the life cycle community to have both credibility and
relevancy on a global level.
3.3 Audiences and Lessons Learned
In order to effectively communicate with the different target audiences identifi ed in
Table 20.1 , the life cycle community needs to agree on key messages and deliver
them with a global voice, albeit adapted to local conditions. It should be noted in
this context that a communication effort should focus fi rst and foremost on decision
makers in business and government to drive change. In a second step, together with
successful stakeholders in the fi eld of consumer information, the focus will need to
be extended to target also the general public.
In this context, bringing together the life cycle community as a clear stakeholder
is critical to establishing a global voice, but the collaboration with other stakeholders is equally important in developing communication tools and capability that
resonate with people outside of the LC community.
It is also important to consider that communication is a two way street. Whilst the
life cycle community needs to educate decision makers and the general public about
the advantages and benefi ts of taking a life cycle perspective, communication also
needs to work in the other direction. In this context it is crucial that the community is
visible, approachable and receptive for feedback from different voices in society.
In the end it will be important to acknowledge that if societal change is the objective,
it is of utmost importance to interact closely with society. Here it will be important
to proactively identify opportunities to discuss sustainability challenges and support
other relevant communities and actors.
20 Communication and Collaboration as Essential Elements…
An effort to simplifying and streamline communication on product’s sustainability
performance based on life cycle information is thus paramount to enable consumers
to better interpret different kinds of information and help them understand why
taking a life cycle perspective is a key step towards operationalizing sustainability.
As previously outlined, educating consumers about the advantages and necessity of
taking a life cycle perspective to avoid trade-offs is also highly relevant to companies
and businesses that seek to explain their efforts. Only if a general understanding of
the concept is present, efforts of companies applying life cycle methodologies will
be understood and welcomed. This understanding will help businesses and industry
to respond to green washing claims and demonstrate real sustainability progress by
implementing life cycle management (in line with Box 20.1 ).
In this context opinion leaders will also need to be targeted to help spread the
word and generate suffi cient attention. Al Gore’s “An inconvenient truth”, for
example, helped to put the issue of global climate change on the world’s agenda, at
least from a communications perspective. Thanks to the fi lm and following public
appearances, the understanding of the effects of climate change has increased
(Jacobsen 2011 ). A messaging that is neutral, scientifi cally sound and not driven by
company- interests thus needs to be developed that could be picked up by opinion
leaders to help spreading the word. As with the IPCC process, the messaging, however, will have to be backed by the life cycle community to have both credibility and
relevancy on a global level.
3.3 Audiences and Lessons Learned
In order to effectively communicate with the different target audiences identifi ed in
Table 20.1 , the life cycle community needs to agree on key messages and deliver
them with a global voice, albeit adapted to local conditions. It should be noted in
this context that a communication effort should focus fi rst and foremost on decision
makers in business and government to drive change. In a second step, together with
successful stakeholders in the fi eld of consumer information, the focus will need to
be extended to target also the general public.
In this context, bringing together the life cycle community as a clear stakeholder
is critical to establishing a global voice, but the collaboration with other stakeholders is equally important in developing communication tools and capability that
resonate with people outside of the LC community.
It is also important to consider that communication is a two way street. Whilst the
life cycle community needs to educate decision makers and the general public about
the advantages and benefi ts of taking a life cycle perspective, communication also
needs to work in the other direction. In this context it is crucial that the community is
visible, approachable and receptive for feedback from different voices in society.
In the end it will be important to acknowledge that if societal change is the objective,
it is of utmost importance to interact closely with society. Here it will be important
to proactively identify opportunities to discuss sustainability challenges and support
other relevant communities and actors.
20 Communication and Collaboration as Essential Elements…