The world is watching what companies say – and more importantly, what they do – and attention is often magnified during moments that matter. Brand reputation, talent attraction and retention, employee engagement and pride, investor support, shareholder and corporate value, legislative action, and sales are all affected by the communications and actions of companies during keystone moments. These moments may be calendared world observances or current local events, but they can have impact on your business.
Earth Day is a moment that matters.
Earth Day was established in 1970 as an annual celebration that honors the achievements of the environmental movement and raises awareness of the need to protect our planet’s natural resources for future generations. Celebrated in the United States on April 22 and on or around the spring equinox throughout the rest of the world, more than 1 billion individuals mobilize globally for Earth Day, with more than 193 countries engaged in the annual movement.
Important and influential constituents of companies – including employees, customers, job candidates, investors, partners, vendors, board members, lawmakers/legislators, and the communities they serve – may expect corporate public acknowledgement and support of Earth Day through both words and action. In addition, proactive and sustained communication with internal and external audiences about a company’s commitment to environmental conservation and sustainability may be vital to brand reputation and corporate responsibility, whether as part of an overarching ESG (Environmental, Social and Governance) commitment or as a core business value and operational priority.
Earth Day also falls during National Volunteer Week, which provides ample opportunity to engage your employees, partners, and even your customers in hands-on activities that provide care and conservation for our planet. In addition, National Mental Health Awareness Month is in May, and because nature and purpose can support rest, healing, and well-being, there are many ways to connect these keystone observances into meaningful messages of support and impactful initiatives that benefit many.
Plan now for impact.
Business leaders and their communications teams should be thinking now about how to create and implement a business-relevant and audience-resonant strategy to honor and celebrate Earth Day. Things that your company should be actively discussing and planning around include:
- How will your company honor and leverage Earth Day as a moment that matters?
- What will you say and do within your company and the communities you serve and how will you communicate with your internal and external audiences?
- How does your organization support environmental sustainability and how do you communicate with your audiences about your actions?
- What environmental sustainability milestones has your company defined and/or achieved?
- What is your organization doing to create positive impact on the environment?
- Has your organization considered how to incorporate volunteerism into your Earth Day plans?
- How do you communicate internally and externally about your volunteerism and philanthropic initiatives?
Earth Day is an important opportunity to not only activate and energize the initiatives your organization already commits to: your actions can also set the tone for future communications, campaigns, and activities throughout the year.
Download these tips on how to honor and celebrate Earth Day 2022 as a “moment that matters”. All of these ideas can help your organization engage and energize audiences, while also caring for your organization.
SPI Group stands ready to provide custom counsel for strategic communications and digital solutions that help your organization honor and celebrate Earth Day 2022 as a “moment that matters.”
