Chapter 3 — Full chapter
Chapter 3 — Full chapter
3.1 Sustainability communication ecosystems
A circular communication ecosystem includes several layers. Each layer has different needs, expectations, and risks.
Internal communication includes design, product development, sourcing, marketing, sales, retail teams, customer care, and leadership. Internal communication ensures that everyone understands what the brand can say, what it cannot say, what evidence exists, and what the current limitations are.
Supplier and production communication includes manufacturers, material suppliers, dye houses, finishers, repair partners, logistics partners and service providers. Communication here must be technical, precise, and actionable.
Consumer communication includes product pages, labels, care instructions, social media, packaging, newsletters, store communication and post-purchase touchpoints. Communication here must be clear, accessible, and trustworthy.
B2B communication includes retailers, buyers, showrooms, marketplaces, resale platforms and commercial partners. Communication here must combine brand story, product differentiation, technical information, and claim substantiation.
Institutional and policy communication includes public authorities, associations, EU projects, municipalities, educators, and ecosystem partners. Communication here should show relevance to wider priorities such as circular economy, skills, innovation, local development, regional priorities or sustainable production.
Investor, funder and strategic partner communication includes investors, grant-making bodies, accelerators and strategic partners. Communication here should connect sustainability with resilience, risk management, innovation, business model transition, and long-term value.
The important point is that these layers are connected. If the internal team does not understand the evidence behind a claim, the consumer-facing message may become vague or exaggerated. If a supplier does not receive clear requirements, the product may not deliver what the brand later wants to communicate. If a retailer receives a beautiful story without substantiation, the brand may lose commercial credibility.
RESOURCE INSIGHT: Communicating Climate Change and Sustainability — UN Global Compact. The UN Global Compact ecosystem (25,000+ business participants in 160+ countries) treats communication as part of responsible business: its Communication on Progress mechanism requires companies to publicly account for progress on the Ten Principles and the SDGs. A 2026 UNGC–Kantar benchmark found marketing leaders embedding sustainability but facing capability gaps — communication ecosystems need strategy, not just messages. Source: https://unglobalcompact.org.