EP35: Insights on Sustainability Communication with Delphine Van Hoecke, PR and Communications expert, Founder of Loud and Clear

In today’s rapidly evolving marketplace, effective sustainability communication is more important than ever. Companies face the challenge of crafting authentic narratives that resonate with their audiences while avoiding pitfalls like greenwashing. In this episode of Ellie.Talks we discover the key insights from Delphine Van Hoecke, a PR and communication expert and founder of Loud and Clear. We explore how businesses can strategically communicate their sustainability efforts, the importance of transparency and honesty, and the role of marketing in shifting consumer mindsets. Whether you’re a small business just starting or a larger company refining your approach, there are valuable takeaways to enhance your sustainability communications. 

Key insights of this episode:

  • Tailor your message for different audiences: not every story resonates the same way with every group. Adapt your message to suit your audience, from media to employees. 
  • The right words in the right place matter: know what you’re talking about and use the correct wording especially when speaking about sustainability, but also in communication in general. 
  • Don’t mislead, but also don’t stay silent out of fear. 
  • Involve communicators in your sustainability strategy: having a strong sustainability strategy is great, but you need communicators to translate it into a clear, engaging story. 
  • Communicate consistently: don’t just share your sustainability efforts once; make it a regular part of your communication strategy to build trust and credibility. 

A Passion for Storytelling 

Delphine’s love for storytelling began in childhood when she listened to her parents’ collection of storytelling tapes. This early passion not only nurtured her imagination but also paved the way for her future in communications. Her enthusiasm for various forms of storytelling – whether through books, films, or even ballet – reflects her love for “a good story”.  

After studying communications with dreams of becoming a writer or journalist, Delphine’s path changed during her internship at a PR agency in Brussels. There, she realized how important it is to help unique companies share their stories. This experience opened her eyes to how technology and storytelling work together, allowing her to engage with innovative businesses. 

Delphine’s life reflects a beautiful blend of her personal and professional experiences. For her, telling a good story isn’t just a job; it’s a passion that fits perfectly into her everyday life. She believes that every story has the power to inspire and connect with others. This belief drives her work at Loud and Clear, where she helps organizations craft narratives that resonate with their audiences. She understands that a well-told story can make a significant impact, especially when it comes to complex topics like sustainability. By focusing on this area through ’Go Loud’, a subdivision of her PR agency, Delphine aims to amplify the voices of innovative companies committed to sustainable practices. 

Go Loud, powered by Loud and Clear, is part of the Go Family ecosystem.

In her role, Delphine emphasizes the importance of tailoring each narrative to its specific audience. A single story may need to be adapted for media, consumers, and even employees.  “Crafting a story means considering who we want to reach and how we can communicate effectively,” she explains. This thoughtful approach ensures that each message is not only engaging but also relevant to the audience. Whether she’s supporting clients during interviews or strategizing on how to present their stories to the media, Delphine’s goal is always to connect meaningfully with the right people

Delphine’s daily routine reflects the dynamic nature of her work. While her job can be flexible, she often begins her day by catching up on the latest news and trends in the press. “Staying informed is crucial,” she notes. This allows her to understand the current landscape and identify opportunities for her clients. Each day also involves juggling various client projects, brainstorming messaging strategies and engaging with the media to ensure their stories are heard. 

(c) Loud and Clear

While she occasionally experiences the glamour associated with PR, akin to what one might see in “Emily in Paris”, Delphine’s reality involves hard work and thoughtful planning. “It’s not always glamorous, but it’s incredibly rewarding to see a well-crafted story come to life,” she shares. Events and networking opportunities provide her with valuable connections, allowing her to exchange insights and learn from peers in the industry

Delphine’s commitment to sustainability communications is rooted in her belief that storytelling can drive positive change. By helping companies articulate their sustainable practices authentically, she fosters a deeper understanding of the importance of these initiatives: inspiring others!  

The Nuances of Sustainable vs. Sustainability Communication: Why Words Matter 

While the terms may seem similar, Delphine explains that there is a big difference in nuance:  “sustainable communication” refers to how a company communicates. This means ensuring that the communication process itself has no harmful impacts socially, ecologically, or economically. It’s about being responsible in the way you reach your audience. In contrast, “sustainability communication” is what a company communicates – specifically, how they convey their sustainability efforts, actions, and commitments. This small change in wording carries a big impact, and understanding this distinction is vital for companies to communicate effectively and authentically. 

A major part of this conversation revolved around the importance of accurate terminology. Delphine emphasizes that in the world of sustainability communication, definitions matter. “You need to be very precise,” she explained, “because words like ‘net zero’ and ‘carbon neutral’ are not interchangeable. The same goes for ‘recycled’ and ‘recyclable“. Companies may sometimes confuse these terms, not out of a desire to mislead but due to a lack of awareness about the nuances. 

However, failing to make these distinctions can lead to issues like greenwashing—the act of misleading consumers about a product or company’s environmental practices. Greenwashing can take many forms, from vague claims like “eco-friendly” to false assertions about sustainability credentials. On the flip side is greenhushing, where companies do the opposite: they avoid communicating about their sustainability efforts altogether, often out of fear of criticism or backlash. Both extremes are problematic, as Delphine explains:

Greenwashing misleads, but greenhushing stifles progress. Companies who are genuinely doing good work may stay silent because they’re afraid of being criticized for not doing enough.” 

This brings us to the broader issue of regulation and its role in sustainability communication. Delphine’s insights underline the need for clearer, more consistent guidelines to ensure that companies feel confident in their sustainability messaging. While there are frameworks in place for reporting sustainability efforts, the same cannot be said for communication, which remains a grey area for many companies. Although initiatives like the Greenwashing Directive and government guidelines exist, there is still confusion around how companies should communicate their efforts without falling into greenwashing traps. Companies must balance transparency with clear, consistent communication, adhering to emerging guidelines without retreating into silence. 

Staying Informed: The Key to Effective Sustainability Communication 

In the rapidly evolving world of sustainability communication, staying up to date with changes in legislation, trends, and public sentiment is essential. For Delphine, keeping informed is not just necessary but a strategic part of her role at Loud and Clear. As she shared, “I try to mix and match multi-layered information because I think that gives you the best global view.” 

Delphine draws from several key sources to maintain her knowledge. She follows policy-making bodies like the European Commission, subscribing to newsletters and attending webinars to stay informed on new guidelines. In addition, she turns to trade publications like “Sustainability Magazine” and “Sustainable Brands”, which provide industry-specific insights. Networking events and platforms such as the UN Global Compact and B Corp also help her stay connected with leaders and industry peers. 

To keep this wealth of information organized, Delphine has developed her own system. She keeps a folder filled with important reports and guidelines and continuously adds to the sustainability communication course her agency developed, treating it as a “personal Bible” of sorts. This system allows her to quickly reference critical information and ensure her strategies are based on the most up-to-date knowledge.  

By layering these sources of information, Delphine ensures that she stays current and maintains a well-rounded perspective on how best to communicate sustainability efforts

Sustainability Communication on a Budget 

For smaller businesses, limited budgets can pose a challenge. Delphine’s advice is simple: “Don’t be afraid, just start with it”. Effective sustainability communication doesn’t require a huge budget – it requires honesty and transparency. Small businesses should communicate where they are in their sustainability journey and outline the steps they are taking, even if they haven’t achieved perfection. Being open about the challenges and progress will resonate with audiences, as honesty is the backbone of trust.  

(c) Nike

She also mentioned the importance of using existing channels, such as social media and newsletters, to engage with your audience. Creating a central hub, like a dedicated page on your website, where you can update your sustainability initiatives and allow customers to track your progress, is another low-cost strategy that can have a big impact. 

Crafting a Successful Sustainability Communication Strategy 

To effectively communicate sustainability goals, Delphine emphasizes that the foundation of a good strategy begins with having a solid sustainability plan in place. “You can’t communicate well if you don’t have a strong strategy to back it up,” she explains. With many companies now responding to increasing legislation like CSRD (Corporate Sustainability Reporting Directive), more are developing Environmental, Social, and Governance (ESG) teams. However, a common misstep is the lack of communication professionals in these teams. “You often see ESG teams without any communications people, and that’s a missed opportunity,” Delphine notes. 

Here are the key steps and tips she offers for building a successful sustainability communication strategy: 

  • Include communication experts from the start: It’s essential to have communication professionals involved early in the ESG process. Their expertise can bridge the gap between raw data and the narrative you want to share with your audience. 
  • Craft a clear and concise narrative: Delphine advises creating a narrative that’s easy to understand and adaptable for different audiences. “Having a strong mission and vision, especially from a sustainability point of view, is crucial for consistent messaging,” she says. This narrative should also be adaptable to internal stakeholders – employees, after all, are the most important ambassadors. 
  • Communicate regularly and consistently: Once you have a plan and a story, the key is regular and consistent communication. It’s not about a one-off campaign but maintaining an ongoing dialogue with your audience. This creates trust and credibility over time. 

The Role of Marketing and Communication in Shaping Mindsets 

Delphine believes that marketing teams play a significant role in shaping consumer mindsets around sustainability. Marketing and communication is powerful, but it needs to be backed by genuine action. Sustainability can’t just be a marketing tool; it has to be rooted in the company’s DNA. Top-level support is essential to ensure that the message is consistent and trustworthy. When sustainability is deeply embedded in the company’s strategy, marketing can then help communicate it in a way that educates and engages customers, creating a meaningful dialogue. 

The Future of Sustainability Communication 

Looking to the future, Delphine predicts a shift towards more two-way communication between companies and their customers. As consumers become more knowledgeable about sustainability, they will demand more transparency and ask tougher questions. Companies will need to embrace this feedback, interaction, learning from their customers and adjusting their strategies accordingly. Those who confidently communicate their sustainability efforts will have the opportunity to build stronger, more authentic relationships with their audiences. 

Another emerging trend is the role of communication agencies in navigating this complex landscape. As legislation and guidelines continue to evolve, many companies—especially smaller ones—will turn to specialized agencies for help in creating clear, compliant sustainability strategies and messaging. 

Final Words: Start Now 

In her final words of advice, Delphine emphasized the importance of starting today:

The best time to start communicating about sustainability was yesterday.”

Businesses, regardless of size, should not wait for the perfect moment to begin. It’s essential to start communicating now, even if it’s imperfect, and grow from there. Don’t be afraid to take the first step. The key is to be honest and transparent in your messaging. Appoint a dedicated person to handle your sustainability communications, and ensure they have the time and resources to do it effectively. And if you’re feeling unsure, don’t hesitate to seek help from an expert. 

https://podcasters.spotify.com/pod/show/ellietalks/episodes/EP35-Insights-on-Sustainability-Communication-with-Delphine-Van-Hoecke–PR-expert–Loud-and-Clear-e2p6a6d