We let sustainability speak for itself

What are we even talking about?

Sustainability communication (noun)
sə-ˌstā-nə-ˈbi-lə-tē kə-ˌmyü-nə-ˈkā-shən
Exchange or transmission of information on sustainability issues.

A dream scenario, because there is no corresponding entry in the Merriam-Webster dictionary. Or the German Duden, for that matter. However, due to the increasing importance of the term, it is probably only a matter of time. Not least because so much comes together under the broad umbrella of sustainability communication: brand names and slogans. Brand language and wordings. Strategy and reporting. Everything from why to how to what.

Sustainability communication therefore means talking about sustainability.

That's it? Another buzzword, another trend? Not so fast.

The Gabler business lexicon defines sustainable communication as “a resource-oriented form of communication that is characterized by appreciation, respect and honesty in relation to the dialog partner and aims at a long-term relationship.” Among other things, this type of communication should be “authentic,” “value-oriented,” “partnership-based,” and “binding”.¹

Despite the supposedly congruent use of words, this variation brings to light another aspect: the interface between sustainability and communication is not just about great values and even bigger goals. It is primarily about longevity, credibility and cooperation.

Sustainable communication combines brand language, naming and wording

And focuses on aspects that reflect the core of a brand. Transparency that creates trust. A verbal identity that is recognizable in every communication process.

No completely new idea — certainly not for us. After all, we at Endmark had around 30 years to develop one or the other sustainable naming, even before “sustainability” really picked up steam in the last few years. Among other things:

🧴 Vivaness for the Nuremberg Natural Cosmetics Trade Fair (2005),

💡 Lumenion for a green energy start-up (2009),

🚙 PrimeLight for recyclable insulation technology from autoneum (2015),

📦 OutNature for fiber and paper products from the Schwarz Group (2019),

👓 Elementra for Acetate Renew glasses from Fielmann (2020),

🏡 CityArc for an Institute for Urban Nature (2021).

About our projects

In particular, we are proud to have been developing names for numerous social projects of the Eckhard Busch Foundation for over 10 years. A partnership with a profile — and a prime example of communication that is sustainable in every sense.

Sustainability: a matter close to the heart. And also a matter of mind.

After all, we know that green claims specifically mean: no communication without proof.

That is why Evgenia went into depth in the IHK certificate course “Sustainable Leadership”: To learn about the most important framework conditions and tools for sustainability communication, marketing and reporting. And to get straight to the nitty-gritty: by translating them into practical concepts.

• What is actually sustainable about marketing? And how can sustainability be used as a strategic tool?
• What are the rules for sustainability reporting and controlling? And what does SDG, CSRD, ESG, LKSG, ESRS, ... stand for?
• What is the role of a materiality analysis and how is it carried out? And how are stakeholders identified, analyzed and involved most effectively?
• What is part of a holistic concept for sustainability communication? And what do you want and can you say (out of) with that anyway?

Sounds exciting? Find out more about this here — or Get in touch with Evgenia directly for an informal chat.

Sustainable topics. Named sustainably.

And today? We are pleased to have a wide range of references on sustainable topics. After all, we recognize ourselves in each of our NaturalNamings — be it:

🌿 the idea of understanding sustainability as a process and highlighting the road to success with ”bewusster werden“ for the LVM Insurance.

🙏🏻 the wish to do something good every day, following the essence of amiva (formerly Tele2 Germany).

⚡️ the courage to be able to help shape progress — like the new Mobile e-Power segment from ABB.

☀️ the flexibility of hybrid inverters in the face of changing requirements, powered by SolBrid from Kontron Solar (formerly Steca).

💧 trust in technologies of the future — including the TOPAQ hydrogen system from Poppe + Potthoff.

We are particularly proud of the sustainable relationships that we have been able to establish with many of our clients over the years.

Trilux, CLAAS, dm, Schwarz Gruppe, Evonik, Kostal, RTL Group, Volkswagen Group... These are just a few of the “returnees” who keep inspiring us with new topics.

Now it's on to the next. Are you in?

Would you like to know more about bridging the gap between language and sustainability?

More posts are available here!

About NaturalNaming

To the contact form

¹ Gabler Business Dictionary Online, Springer Gabler, as of 08/2024.

‍