How can you address power imbalances in sustainability change communication?
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Sustainability change communication is the process of engaging stakeholders in dialogue and action to address environmental and social issues. However, this process is often influenced by power imbalances that can hinder the effectiveness and fairness of communication. How can you address these power imbalances and foster more inclusive and collaborative sustainability change communication? Here are some tips to consider.
Power can come from different sources, such as knowledge, resources, networks, culture, or legitimacy. Some stakeholders may have more power than others, or different types of power, depending on the context and the issue. Identifying the sources of power can help you understand how they affect the communication process and the outcomes. For example, who has access to information, who sets the agenda, who makes the decisions, who benefits or suffers from the change?
Power dynamics are the relationships and interactions between stakeholders that are shaped by their power. Power dynamics can be visible, hidden, or invisible, depending on how openly or subtly they are expressed or perceived. Acknowledging the power dynamics can help you recognize how they influence the communication goals, strategies, methods, and channels. For example, how do power dynamics affect the participation, representation, trust, or conflict among stakeholders?
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Robin Asati
Sustainability | Climate Reporting | Ex- Crisil
Addressing power imbalances in sustainability change communication requires a multi-faceted approach. Firstly, fostering inclusive and participatory communication processes by engaging all stakeholders, including marginalized communities, can help ensure diverse voices are heard.
Power imbalances are the unequal distribution and exercise of power among stakeholders that can create barriers or opportunities for communication. Power imbalances can be intentional or unintentional, positive or negative, depending on how they are used or abused. Challenging the power imbalances can help you address the root causes and the consequences of communication problems. For example, how can you empower the marginalized, negotiate with the dominant, or balance the interests and values of different stakeholders?
Communication approach is the way you design and implement the communication process to achieve the desired change. Communication approach can be influenced by the power imbalances and the power dynamics among stakeholders. Adapting the communication approach can help you respond to the changing and complex situations and needs of stakeholders. For example, how can you use different communication models, theories, frameworks, or tools to facilitate dialogue, learning, or action?
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Ricky Smith
Msc | MA (Hons) | Manager of UAE social empowerment initiative
A transparent and holistic approach to stakeholder engagement is vital in defining and executing sustainability communication. The process of engagement must be continual, including the formulation stage 'what will we do', as much as execution 'this is what we're doing'. Using the concept of materiality assessment can be helpful (eg. guidance provided in the GRI standards), where stakeholders are identified, communicated with and their sustainability concerns clearly listed and prioritised, for example with a Materiality Matrix. Publishing sustainability reports may assist in effectively communicating these changes, however reports should rigorously follow internationally recognised standards for the firm's sector.
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Robin Asati
Sustainability | Climate Reporting | Ex- Crisil
Prioritizing transparency and accountability in decision-making processes can empower stakeholders to hold institutions and authorities accountable for their sustainability efforts. Also, using accessible and culturally appropriate language and communication channels can help bridge the gap between different groups, facilitating a more inclusive and effective dialogue on sustainability change.
Communication outcomes are the results and impacts of the communication process on the stakeholders and the issue. Communication outcomes can be affected by the power imbalances and the power dynamics among stakeholders. Evaluating the communication outcomes can help you measure and improve the effectiveness and fairness of communication. For example, how can you use different indicators, methods, or criteria to assess the changes in knowledge, attitudes, behaviors, or relationships?
Communication experience is the collective and individual learning that occurs during and after the communication process. Communication experience can be influenced by the power imbalances and the power dynamics among stakeholders. Learning from the communication experience can help you enhance your communication skills and competencies. For example, how can you use feedback, reflection, or peer review to identify your strengths and weaknesses, opportunities and challenges, or best practices and lessons learned?