There is a very fine line between sustainability and greenwashing (superficial environmentalism), and to effectively communicate the former and prevent the latter, it is necessary to engage stakeholders through precise language that clarifies objectives and exemplifies the means of achieving them.
According to the United Nations' Agenda 2030 for Sustainable Development, the activities for the coming years will revolve around 17 Sustainable Development Goals, representing the global action plan to eradicate poverty, protect the planet, and ensure prosperity. These goals cover various domains of development related to environmental, social, economic, and institutional issues.
The ESG (Environmental, Social, and Governance) approach has become increasingly central for companies seeking to integrate sustainability and social responsibility into their business model. ESG goals involve continuous monitoring of business activities to ensure positive outcomes in environmental, social, and governance aspects. This approach evolves from the 3Ps (People, Planet, Profit) of the 1990s, emphasizing sustainable and enduring business practices. The goal is to improve environmental and social conditions, benefiting workers and fostering a corporate image oriented towards sustainability, which can positively impact reputation and access to new markets and capital.
To verify the management's commitment to ESG principles and quantify their investment in creating an ESG-oriented world, sustainability reports are annually prepared. These reports detail all the actions taken step by step. However, communicating this information effectively can be challenging, especially considering the potential complexity and length of these reports, which may limit understanding of the actual impact. In this challenge, video can serve as an ally by conveying key information to the specific audience in a short amount of time. It alternates content and emotions in a calibrated flow of images and silences. For example, Social Content Factory has synthesized the sustainability reports for Gruppo IREN and SAPIO into two videos.
No voice intrudes, and it is the music that orchestrates the sequences: in the video created for the sustainability report of SAPIO, the choice was made to start with "Once upon a time there was a planet with something unique, a perfect balance that is now in danger." The video then continues with rapid focuses on different environmental stimuli, from the black and white stripes of the congested Shibuya intersection to the snow-covered ridges of a mountain. This ultra-fast sequence serves as the opening that later emphasizes the urgency of returning to a different reality, one based on responsibility, entrepreneurship, and equity – foundational values of sustainable business. No voice intrudes, and it is the music that orchestrates the sequences: in the video created for the sustainability report of SAPIO, the choice was made to start with "Once upon a time there was a planet with something unique, a perfect balance that is now in danger." The video then continues with rapid focuses on different environmental stimuli, from the black and white stripes of the congested Shibuya intersection to the snow-covered ridges of a mountain. This ultra-fast sequence serves as the opening that later emphasizes the urgency of returning to a different reality, one based on responsibility, entrepreneurship, and equity – foundational values of sustainable business.
In the video created for Gruppo IREN, on the other hand, the choice was made to speak through numbers: it is possible to "shape tomorrow every day" with 2.8 million tons of CO2 avoided, 740,000 TOE (Ton of Oil Equivalent) saved, 76% of electrical energy produced from renewable sources and high-efficiency cogeneration; more than 2,000 female employees and a total of 46,072 people will be involved in 110 sustainability education projects (Eduiren) and other community-oriented initiatives.
A corporate video to tell the theme was the one created for Florim Ceramics, a multinational company extremely attentive to everything related to sustainability. The facts prove it: in recent years, it has invested over 40 million euros to make the entire supply chain and its facilities less impactful on the planet, and for this reason, it has obtained B Corporation certification, the highest recognition in this field. We have told its commitment in a video, collecting the opinions of employees who personally observe Florim's intention to invest in the safeguard of the planet
Another type of video is the one that Social Content Factory curated for Granarolo: adopting a humorous yet engaging tone, through a sequence of images and interviews, it visually explained the commitment of the milk supply chain. Starting with a question, "Can yogurt change the world? Perhaps not, but its packaging can," it listed all the planned actions—including converting 185 million containers from plastic to paper within the year—in support of the product's Shelf Life. The goal is to reduce greenhouse gas emissions by 30% by 2030.
Mapei, a global leader in the production of adhesives, sealants, and chemicals, has been pursuing the mission of transitioning to sustainable construction for years. The company aims to provide quality solutions that reduce maintenance interventions and enhance the durability of buildings. With the new Zero line, CO2 emissions will be offset by the purchase of certified carbon credits supporting renewable energy projects and forest protection. To highlight and promote the company's mission, which is aligned with the planet, people, and biodiversity, Social Content Factory translated the project into five videos with two different tones. In the first spot, directed by Nicola Bettoni, products and values were presented in a progressively emotional atmosphere. In the four short comedy videos, directed by Ermanno Bonazzi, articles and their tangible impact on the environment were portrayed through quick and humorous gags. The goal was to engage a mixed audience, including designers, installers, architects, and end customers, appealing to them equally through a well-balanced mix of content and emotional appeal.
Article by Isabella Garanzini – Group Head of Storytelling at The Story Group
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