All hands on deck’ is the recent rallying cry from COP29 President-Designate around November’s global climate conference. And reviewing the insights from a recent look at how communicators in our sector perceive where we are, in terms of our commitments and progress towards environmental sustainability, it might elicit a similar call for action.

Following interviews with agency and biopharma communication leaders on progress towards environmental sustainability in our sector, the recently published report by the Healthcare Communications Association (Going Green, the-hca.org/sustainability) highlights some interesting challenges that are potentially problematic for progress, as well as some possible discrepancies between the goals that have been set, the commitment to achieving them and the willingness to communicate progress.

Perhaps surprisingly, there was significant variability among responders from biopharma about their perceptions of the readiness and priority of environmental sustainability within their organisations. All these organisations had dedicated teams in place and all but one had a stated net zero target. However, in responding anonymously, some leading communicators expressed concerns about their organisation’s prioritisation and readiness to achieve that target.

Things appear to be lagging even further behind in the agency sector, with less commitment to net zero targets. Even those with environmental sustainability policies in place still seem to be cautious about their level of preparedness.

Biopharma and agencies both recognise similar key drivers for the change to
more environmentally sustainable practices within their organisations. The commitment and leadership from senior management is a highly significant driver. Upward pressure from employees and the organisations’ desire to attract and retain talent that is potentially predisposed to favour organisations showing strong commitments in these areas, are also noted as important factors. For those organisations, especially biopharma, dependent on shareholders or external investment, these stakeholders can also be strong influences, alongside healthcare system payers. And of course, for agencies, pressure from their clients can have a significant impact on the commitment and speed of change.

Challenges clearly exist between biopharma and its agency business partners due to a lack of consistency as to how to assess performance on environmental sustainability. EcoVardis is a common tool but is by no means ubiquitous. This has the potential to create an environment where agencies are spending additional time and money demonstrating their environmental credentials through different methodologies. Time and money that could be better spent on achieving the goals themselves.

Perhaps not surprisingly – but none-the-less a realistic perspective – in interviews with communicators, communications is believed to play an important role in driving a more sustainable future. External communications can help build understanding and trust with financial investors, customers, business partners and public stakeholders, including future talent for organisations. Consistent communications across the sector will also help improve the environmental credentials and reputation of the whole sector. Conversely, those trying to greenwash the situation not only risk their own reputation, but risk tainting the sector as a whole.

Communications also has an essential role in delivering change internally. Internal communications focus on motivating employees to support implementation as well as management and sustainability teams in ensuring plans can withstand third party scrutiny.