The concept of sustainability has found its way into a number of fields in recent years\u2014including business, science and even philosophy\u2014which is why it is now more important than ever that we are able to clearly communicate what it means to be \u201csustainable.\u201d<\/p>\r\n\r\n\r\n\r\n
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From a business perspective, articulating how sustainability serves business priorities is essential if you want to elevate your brand. When I was a university student in the early 2000s, the concept of sustainability was non-existent in the business world but it has since become pervasive. Many companies today, such as Certified B Corporations<\/a>, are focused on offering meaningful products and services, all with the goal of developing a more just and sustainable world. However, Bob Willard, a former IBM executive turned sustainability expert, has called on \u201csustainability champions\u201d\u00a0to \u201cspeak business,\u201d<\/a> which he deems is essential to aligning a company\u2019s priorities so that corporate sustainability efforts meet expectations. This includes integrating sustainability as a core business value and quantifying the benefits of the company\u2019s strategies.<\/p>\r\n\r\n\r\n\r\n <\/p>\r\n\r\n\r\n\r\n In scientific fields, on the other hand, the language used can sometimes hinder communication efforts. As stated by Dr.\u00a0Candice Howarth<\/a>, a sustainability and climate communications expert at the University of Surrey, in England, \u201cLanguage and communication are important issues, particularly in terms of use of scientific jargon or over-simplifications of science at the expense of scientific robustness.\u201d Scientists must therefore find a delicate balance where they don\u2019t speak over people\u2019s heads while maintaining a level of rigour to drive research forward.<\/p>\r\n\r\n\r\n\r\n <\/p>\r\n\r\n\r\n\r\n