Why Marketing and Comms needs the UN Sustainable Development Goals

@sustainly

we face A crisis of trust in global society

That crisis of trust affects every part of society. Our collective faith in government and politics

continues to be tested amid allegations of cyber manipulation of elections in the US and Europe.

Our faith in the media is polarised along political lines to such a degree that politicians can seek

to vilify media companies they don’t like as “fake news.” And, increasingly, the public’s

confidence in brands and corporations is eroding because of a fundamental shift in the way that

the public receives information and shapes their opinions.

Lack of trust is fueled by instant access to information

Social media has given every person a voice, a community to connect and learn from, and, increasingly, a mini

bully pulpit to hold companies, government and the media to account. Time and time again social media

connected communities and platforms have called out companies and brands about faulty products, rotten or

cynical customer services and arrogant governance.

At same time business faces existential challenges

Climate Change

demographics urbanisation

Technologymigrationglobal power

shifts

The social media-fueled crisis of trust in business and society comes at a time when companies must also confront a series of migraine-inducing sustainability challenges that will affect how they do business in the

future and influence society’s trust in them. Companies find themselves facing greater threats to the future

of their business and to society than ever before at exactly the time when they need to regain the trust of a

new type of connected and informed consumer.

business knows it has to regain respect

Sustainability

Finance

Most in the world of marketing, advertising, PR and customer service already understand the crisis

of trust that threatens to engulf business. There’s a reason why authenticity, transparency and

community have become the corporate buzzwords of the social media age. But in today’s always-on, smarter-than-before society, pledging to be a better company just won’t cut it. You have to

demonstrate how your company is creating a better experience for consumer and, yes, society.

Purpose!

Transparency!Authenticity!

sustainability provides the answer

Sustainability

Finance

Marketing Customer Service

Just a few years ago most corporate communicators and marketers would have dismissed the notion that

consumers care about sustainability. Not any more. Today’s consumers discuss sustainability issues freely and have high expectations of companies. It’s just that don’t use the jargon of sustainability experts.

could the sdgs be the solution?

The United Nations Sustainable Development Goals - 17 in total - offer exactly the blueprint for

business to meet the needs of society, create stronger businesses and regain trust in the process. Understanding and incorporating the goals into demonstrable action will be crucial for all companies

and will underpin authentic communication.

Register today!

want to learn more?

Trust inc. - How business win respect

The thinking behind this presentation is adapted

from the introduction to Sustainly founder Matthew

Yeomans’s new book: Trust inc.

The book reflects on Matthew’s two decades’

experience advising companies on sustainability

communication and covering social media and

technology as a journalist.

Trust Inc. will be published in April by Routledge

and can be pre-ordered online.

SDG CONTENT STRATEGY

WRITING AND EDITING

WORKSHOPS

EXECUTIVE BRIEFINGS

PUBLIC SPEAKING

CONTACT:

Matthew Yeomans Founder, Sustainly

Sustainly.com matthew@sustainly.com