How do you talk sustainability with clients and stakeholders?

Sustainability is not only a buzzword, but also a crucial factor for the success of any construction project. However, talking about sustainability with clients and stakeholders can be challenging, especially if they have different priorities, expectations, or perceptions. How can you communicate the value and benefits of sustainable construction practices effectively and convincingly? Here are some tips to help you.

1 Know your audience

Before you start any conversation about sustainability, you need to understand who you are talking to and what they care about. Different clients and stakeholders may have different motivations, goals, and concerns when it comes to sustainability. For example, some may be interested in saving costs, others may want to enhance their reputation, and others may have regulatory or ethical obligations. You need to tailor your message to address their specific needs and interests, and use language and examples that resonate with them.

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Siddharth Nahta

Human Expertise powered by Technology @ Gigfactory | Advanced Construction Management
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The discussion is more effective at the Pre planning stage of any project. In Pre planning stage many goals can be achieved through better planning while saving effort and cost to deliver the desired results effectively.

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Pranav Richharia

Associate Product Manager | B2B | SAAS Product Manager | Cinematographer | Ex-Deloitte USI, PW
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Tailoring sustainability discussions involves recognizing diverse stakeholder motives. Some prioritize cost savings, others seek reputation enhancement, and some are driven by regulatory or ethical concerns.

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2 Highlight the benefits

One of the best ways to talk about sustainability is to focus on the benefits that it can bring to the project and the client. Benefits can be categorized into three types: environmental, social, and economic. Environmental benefits include reducing greenhouse gas emissions, energy consumption, waste, and water use. Social benefits include improving health, safety, comfort, and well-being of the occupants and the community. Economic benefits include lowering operating and maintenance costs, increasing asset value, and creating new market opportunities. You need to provide concrete and quantifiable evidence of how sustainable construction practices can deliver these benefits, and how they can outweigh the potential challenges or trade-offs.

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Lee Hargreaves

Associate Director | Buro Happold - environmental engineering, energy & sustainability, multi-discipline advisory consultancy services for the natural and built environment
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The process and application of sustainability in Property and construction is such a fast changing area that often precedent is set by exemplar projects that demonstrate performance beyond minimum standards. Often this approach requires to consider environmental assessment methodologies or benchmarking.

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3 Use storytelling and visuals

Another effective way to talk about sustainability is to use storytelling and visuals to illustrate your points and engage your audience. Storytelling can help you create a compelling narrative that showcases the impact and value of sustainability, and connects with the emotions and values of your audience. You can use stories from your own experience, or from other successful projects that have implemented sustainable construction practices. Visuals can help you simplify complex concepts, show data and results, and demonstrate best practices and solutions. You can use graphs, charts, diagrams, photos, videos, or infographics to enhance your message and make it more memorable.

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Siddharth Nahta

Human Expertise powered by Technology @ Gigfactory | Advanced Construction Management
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Storytelling gives an opportunity to emphasise and communicate the impact of the sustainable practices and can also utilise the Life cycle assessment to be communicated effectively.

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4 Address the barriers

While talking about sustainability, you also need to acknowledge and address the potential barriers that may prevent your clients and stakeholders from adopting or supporting sustainable construction practices. Barriers can be related to cost, risk, knowledge, or behavior. Cost barriers include the perception that sustainability is expensive, or that it does not generate enough return on investment. Risk barriers include the uncertainty about the performance, reliability, or durability of sustainable materials, technologies, or methods. Knowledge barriers include the lack of awareness, information, or skills about sustainability. Behavior barriers include the resistance to change, or the preference for conventional or familiar practices. You need to anticipate and respond to these barriers with facts, examples, and solutions that can overcome or mitigate them.

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5 Collaborate and co-create

Finally, talking about sustainability is not a one-way communication, but a collaborative and co-creative process that involves your clients and stakeholders. You need to listen to their feedback, questions, and concerns, and invite them to participate in the decision-making and problem-solving process. You need to build trust and rapport with them, and show them that you are committed to delivering a high-quality and sustainable project that meets their needs and expectations. You need to leverage their expertise, insights, and perspectives, and work together to find the best solutions and opportunities for sustainability.

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Zia Uddin

Senior Technical Consultant @ GOPA Worldwide Consultants | Project Supervision, Project Planning, Project Coordination
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For a successful and sustainable projects, Clients/Employers should focus on stakeholders management throughout the project cycle.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you talk sustainability with clients and stakeholders?

1

2

3

4

5

6

1 Know your audience

2 Highlight the benefits

3 Use storytelling and visuals

4 Address the barriers

5 Collaborate and co-create

6 Here’s what else to consider

Construction

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How do you talk sustainability with clients and stakeholders?

1

2

3

4

5

6

1 Know your audience

2 Highlight the benefits

3 Use storytelling and visuals

4 Address the barriers

5 Collaborate and co-create

6 Here’s what else to consider

Construction

Rate this article

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