Sustainability and Green marketing: the new challenge of strategic corporate communication
We met Francesca Di Bitonto and Giulia Marzotto, founders of the DiBi Project agency, specialised in marketing consultancy, corporate & brand communication design and public relations, with many years of experience in the service of companies, to address the issue of sustainability from the point of view of corporate communication.
Francesca Di Bitonto, how does sustainability fit into a marketing strategy of a company?
“For some time now, sustainability has been a key element in marketing strategies, but today it is called upon to become the pillar supporting the entire architecture of corporate communication. All companies, not just large corporations, are called upon to develop responsible environmental practices and circular innovation, but also to enhance them through authentic communication consistent with their corporate identity. This is not a marketing trend but a necessity, in order to remain competitive in the market and respond to the demands of brands and end consumers.”
How can companies do green marketing without slipping into greenwashing?
“Green marketing strategically tells the positive path towards sustainability of companies, a path that must be real and communicated ethically and clearly. Consistency between actions and communications is essential to avoid greenwashing, the risks of which today go far beyond the damage to reputation and business.
Companies must guarantee concrete and measurable environmental policies. Sustainability reports and balance sheets therefore become new communication tools, attesting to the commitment of companies while providing a transparent narrative based on verifiable data that reinforces corporate credibility.”
Giulia Marzotto, how can sustainability communication be coordinated with corporate identity?
‘Sustainability communication must be integrated into the corporate identity, coordinated and consistent with the guidelines of its corporate and brand identity. The design of the tools (brochures, reports, web pages, infographics, images…) must reflect the values, style and tone of voice of the company.
This requires close cooperation between the communication agency, the company management and the technical professionals involved.”
What is the role of design in communicating sustainability?
“Design plays the important role of facilitator: its task is to make technical and complex concepts not only simple and accessible, but also attractive, for a wide range of stakeholders, going beyond the strictly technical circle. The aim is to inform, adding value and recognition to the company. Communication tools, such as sustainability reports, should not only be seen as regulatory obligations or technical documents, but rather as an opportunity to enrich corporate identity, reputation and narrative.”
On the right, Francesca Di Bitonto, marketing & communication consultant and on the left, Giulia Marzotto, communication designer
Starting from the strategic analysis, the DiBi Project agency, designs and develops all the tools for corporate & brand communication: websites, logos, photos, videos, coordination and graphic design, layout of reports and sustainability budgets, copywriting, drafting of press releases, public & media relations.
