SustainabilityFA.ST./ Menabò’s method for communicating sustainability.
In the ever-evolving and complex modern landscape, Menabò Group supports companies at every stage – from market analysis to strategic positioning, from creative ideas to operational output. We create integrated experiences and services that enhance engagement and the relationship between a brand or product and its audience throughout the entire customer journey.
The starting point
Sustainable performance as a marketing lever.
Menabò has developed an all-encompassing expertise in sustainability communication, having been addressing the topic for over a decade. With sustainable performance becoming a significant business aspect, it can act as a differential lever to build competitive advantage and strengthen reputation with the target audience.
SustainabilityFA.ST.
Company
SustainabilityFA.ST.
Sustainable
corporate
story
Sustainable
brand
development
Menabò’s experience has culminated in a dedicated method – Sustainability FA.ST. – where approach, technical knowledge, and operational strategy are systematized to adequately capitalize on a company’s sustainable commitment.
The Sustainability FA.ST. method involves strongly integrated actions aimed at building two different ways and goals to highlight sustainability in corporate communication: the Sustainable Corporate Story and the Sustainable Brand Development.
Menabò’s experience has culminated in a dedicated method – Sustainability FA.ST. – where approach, technical knowledge, and operational strategy are systematized to adequately capitalize on a company’s sustainable commitment.
The Sustainability FA.ST. method involves strongly integrated actions aimed at building two different ways and goals to highlight sustainability in corporate communication: the Sustainable Corporate Story and the Sustainable Brand Development.
The process
Sustainable corporate story
This involves integrating sustainability into corporate communication. Here, sustainable accountability – reporting on data related to corporate sustainable performance – becomes an asset in corporate communication. Menabò has developed a framework to identify and shape the core of communication, known as FA.ST. – Facts and Stories, which then informs a range of tools at the brand’s disposal: the Code of Ethics, the Manifesto, the website’s dedicated section, LinkedIn, the company profile, the sustainability report, the press kit, stakeholder-oriented presentations, and highlight videos.
Sustainable brand development
Building on the FA.ST. – , Facts and Stories framework , this path represents further brand development, incorporating sustainability values into the brand communication.
Sustainable accountability, if communicated effectively, can be very useful for building consensus and engagement, but it doesn’t necessarily help the brand connect in a certain way or become a lovemark.
For “native sustainable” companies or products (e.g., sustaintech, recycling, upcycling, closed-loop, bio-based), sustainability can be part of the intangible brand value. It involves integrating sustainability into the brand being built through an evolutionary process that combines sustainable accountability with brand development, leading to sustainable brand development.
If sustainability is your goal, get in touch!
Elisa Ravaglia Sustainability Communication strategist
elisa.ravaglia@menabo.com
Stefano Scozzoli Account Director
stefano.scozzoli@menabo.com
