'We have to make our communication simple and effective'

Communicator’s plays a vital role in spreading key messaging for environment sustainability- this was the crux of the panel discussion which took place at exchange4media’s first ever ‘e4m PR and Corp Comm 40 under 40.’Young guns under the age of 40, who are visionary and innovative achievers in their respective field of work came under one roof to discuss the contribution PR and corporate communication in the industry.

The event kicked off with a panel discussion on the topic- How communication plays as key influencer in spreading key messaging for Environment sustainability and its challenges. Global powers over the world are impacted by the shift in weather pattern and sensitising the world about the danger of global warming. The session was chaired by Sandeep Rao, founder, One Source consultancy. The panelists included Jai Kewalramani, Founder, jaibo.com , Neeta Sharma - Deputy GM, LG Electronics, Rahul Jain - VP, Adfactors PR and Nanditta Chibber, Manager, Media & Communications at WaterAid India.

The discussion started off when Rao asked the panelists, In a world where we're talking about sustainability, we're talking about communication , 80% of people are not aware of the requested means CSR, EHS, wash and sustainability. Do you think the personnel in India are trained enough to speak the language?

To which Nanditta responded, “ In order to communicate to the larger audience, it’s important to reconstruct it in a language they understand.”

Echoing Chibber’s statement, Neeta said, “We have to make our communication simple and effective. It has to be translated in a very simple language and should include everyone in this transition.”

Jain stated that there are some missing links which large corporates needs to look at. Corporate needs to connect the dots. “And that's how you will have an audience of people to walk and deliver your messaging, which is one of the missing in a corporate world that needs to be fixed,” he said.

Rao also enlightened the audience about a UN report which stated that India has been producing since 2017 around 2 million plus tons of E-waste every year. In 2017, we processed 0.036 million times. That's a miniscule percentage of 2 million times.

Are we communicating well enough to our audience about E-waste?

“LG has been working in the E-waste space for quite some time. We did this initiative where you can bring you old E products and in exchange we give vouchers to the customers. It was a successful campaign and created quite a buzz,” Neeta shared.

“On plastic use - The change is taking place, brands are making an effort, it’s a gradual change wherein every business must adapt,” Jai stated.

Nandita added, “People are ready about sustainability but it’s you who has to humanize the narrative. If I am making the difference it should show. If at consumer level we start making Changes, brands will also do. Meaningful brands are outperforming market by 134%.It takes 75 lt of water for one pint of beer. You need to give evidence and impact to people to realise that the change should happen.”