June 6 Brand Journalism Comment The MGMPR Blogger

Eleanor McGillie from MGMPR Ltd with business woman Kathie McCausland, founder of Perfectly Pure Juices at the International Synergies Resource Matching Workshop where key topics included circular economy, sustainability, ESG and sustainability in business.

Understanding Sustainability: A Business Imperative


IN an era where environmental consciousness is no longer optional but essential, the term “sustainability” has become a cornerstone of modern business strategy. Its true definition extends beyond eco-friendly practices and into a broader, more profound commitment to balancing economic growth, environmental health, and social well-being. For businesses, sustainability isn’t just about reducing carbon footprints or adopting green technologies; it’s about creating long-term value for all stakeholders, including employees, customers, communities, and our planet.

Bringing it down a notch to my home life, sustainability, for me, is about supporting the local economy by shopping at independently owned stores like the butchery, bakery, and dressmaker. It means shopping at the local farm shop to support local growers. It means repairing items instead of discarding them and totally body-swerving overconsumption. Achieving little to zero waste at home, growing our own food as much as possible, planting native Irish trees, creating biodiversity projects and teaching my son essential life skills while fostering his love for nature, all make up my idea of what sustainability is.

As important as it is in my home life – sustainability is very important in business and at this morning’s International Synergies Northern Ireland’s Resource-Matching Workshop, it was very clear that someone’s waste really is another’s treasure. The event was designed to bring together businesses of all sizes and industries to list their underutilised resources and material needs. By connecting these resources with companies looking for them, it was amazing to watch sustainable and mutually beneficial solutions unfold in front of our eyes. And of course, what was going through my mind was the amount of amazing stories which could come out of that room.

The Power of PR and Marketing in Sustainability Storytelling

Public relations and marketing play a pivotal role in communicating a company’s sustainability efforts. And I don’t mean merely promoting green initiatives. They’re about weaving a compelling narrative which highlights the company’s dedication to sustainable development. Effective storytelling can transform a business’s sustainability journey into a relatable, inspiring story which resonates with both internal and external audiences.

Impact on Teams

For employees, understanding and engaging with their company’s sustainability mission fosters a sense of purpose and belonging (one of our nine basic emotional needs). When businesses transparently share their sustainability goals and achievements, they empower their teams, boosting morale and encouraging a culture of innovation and responsibility. Highlighting stories of how employees contribute to sustainability initiatives can illustrate the collective effort and reinforce the importance of every individual’s role. Be proud of your team. Let people hear how they are contributing.

Customer Perception and Buying Decisions

From a consumer perspective, sustainability is increasingly influencing buying decisions. Today’s customers are more informed and conscientious, seeking products and services which align with their values. By effectively communicating sustainability efforts through PR and marketing, businesses can build trust and loyalty. Customers want to support companies which are not only profitable but also principled. Sharing stories of sustainability can demonstrate a company’s commitment to ethical practices, fostering a deeper connection with the audience.

Crafting the Narrative

To tell your sustainability story effectively, businesses must focus on authenticity, transparency, and impact. Authenticity ensures your efforts are genuine and not just greenwashing. People see through this, it’s not good practice but unfortunately a lot of it goes on. Transparency involves sharing both successes and challenges, building credibility and trust. Highlighting the tangible impacts makes the narrative relatable and compelling.

The power of a well-told story cannot be underestimated. For businesses, the sustainability narrative is not just about promoting eco-friendly practices but about demonstrating a commitment to a sustainable future for our children and for generations to come. By leveraging PR and marketing, companies can articulate the importance of their sustainability efforts, showcasing how these initiatives benefit their teams and influence customer choices. This not only strengthens brand reputation but also contributes to a more sustainable and equitable world.

In the grand tapestry of business, sustainability is the thread which weaves together a legacy of responsibility, innovation, and integrity.

I’d like to thank Jacqueline Gibson and her team from International Synergies for;

  • Engaging presentations on the principles of the circular economy and the benefits of resource matching.
  • Facilitating resource-matching sessions to help identify and list available resources in terms of both HAVES and WANTS
  • Networking opportunities to connect with other businesses and explore resource-matching synergies.
  • Expert guidance from their resource-matching team on implementing circular practices and integrating sustainability into work operations.
  • A chance to contribute to a greener future and make a positive impact on our local economy

A huge thank you also to Kathie McCausland for bringing along some of her healthy, full of goodness juices from her Perfectly Pure range. Kathie’s juices are in a range of supermarkets, delicatessens and butcheries across the north and south of Ireland. She also sells them from her state of the art kitchen at Dungannon Enterprise Centre and also posts out to customers. You can find Perfectly Pure on Facebook and Instagram

If you would like to speak to us about how we would go about telling your story, please do get in touch by emailing eleanor@mgmpr.co.uk

Perfectly Pure Juices at the International Synergies Resource Matching Workshop where key topics included circular economy, sustainability, ESG and sustainability in business


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