According to Deloitte’s Corporate Sustainability 2024 report, companies that clearly and authentically communicate their sustainable commitments increased engagement with their customers by up to 35%. It is therefore not surprising that the trend in 2025, both for companies and their communications teams, will be to gradually increase commitments linked to sustainability and new energies, driven by market changes. There is no doubt that progress in sustainable development is essential, but a distinction must always be made between genuine commitment and mere greenwashing. This is where the importance of communication comes into play to demonstrate the true social and environmental impact of your company’s activities.
The role of communication in driving real transformation and positive change has never been more crucial. Companies are recognising the power they have, not only in their products and services, but also in their ability to influence and inspire change for a more balanced, sustainable and just world. Spain is currently one of the countries where certifications such as BCorp are gaining momentum and where the agencies that are part of this movement are setting the roadmap for the sector in terms of fairness, sustainability and positive impact.
There are also movements like Clean Creatives, a community of agencies and creatives committed to the environmental cause and willing to reject contracts with the fossil fuel industry. These companies argue that working with such organisations is a reputational risk and that it is essential to support companies that are clean and fair to the society we live in.
Adopting responsible practices is becoming a moral imperative and effective communication is the driving force behind these transformations. That is why, at Canela, we want to highlight key aspects to help you understand the role of communication in driving positive change and supporting companies as they undertake on a journey of sustainable transformation:
1. Strategies for waste management and reduction of harmful actions
In a new era where greater environmental awareness is essential, companies must lead the way in adopting strategies for responsible waste management and the reduction of harmful actions.
At Canela we have specifically designed our Sustainability and ESG (Environmental, Social and Governance) service to help companies not only comply with the requirements of the CSRD, but also to transform their approach to sustainability into a strategic value.
We believe that effective communication plays a dual role, raising awareness among competitors about the existence and possibility of working differently, while spreading the word about the efforts to drive corporate transformation, both among employees and customers. By transparently sharing initiatives to minimise waste, implement recycling programmes or reduce environmentally harmful practices, it not only builds trust, but also encourages others to follow suit.
2. Social justice awareness-raising campaigns targeting young people
According to a study by the Universitat Oberta de Catalunya (UOC) and the Universitat Pompeu Fabra (UPF), Generation Z is the generation that assigns the highest relevance – 6.44 points out of 10 – to the four dimensions of CSR. This indicates that social justice awareness campaigns are not only relevant, but also essential to attract and retain the new generation of consumers and employees.
Social justice issues in turn feature prominently in corporate conversations. Leveraging communication channels to raise awareness of social justice challenges and spread this idea among a youthful audience can have a big impact, not only on how to contribute to real change, but also on business. Launching campaigns that highlight inequalities, promote inclusion and shed a light on social issues demonstrates a commitment to driving positive change beyond the business sphere.
An example of the commitment to a new approach to the labour sector is evidenced by companies such as ILUNION, a company with a clear social purpose: the inclusion of people with disabilities in the labour market. Today, more than 36,000 people are already included, and the company has extended its inclusion to other groups facing social integration challenges, continuing to work on expanding its influence across various sectors of society.
3. Strategic partnerships with humanitarian organisations
Collaboration amplifies impact. Strategic partnerships with humanitarian organisations allow resources and expertise to be directed towards meaningful change. Communicating collaborations transparently not only raises awareness of critical issues, but also encourages others to contribute, fostering a community-driven approach to positive change.
With the goal of building a more inclusive and sustainable economy, the Canela team frequently collaborates with non-profit organisations through regular donations. We aim to address health needs such as breast cancer research, help disadvantaged groups or support humanitarian emergencies such as the contributions received following the eruption of the La Palma volcano.
4. Ethics and transparency in communication
Ethics and transparency are the cornerstones of effective communication in the pursuit of positive change. Clearly conveying values, intentions and progress builds trust with stakeholders. It is important to share not only the successes, but also the challenges faced on the road to sustainable transformation.
As we navigate the evolving landscape of business and society, the power of communication in driving positive change cannot be underestimated. By integrating strategies for waste reduction, championing social justice, embracing technological innovation, forging partnerships and maintaining transparent ethics, companies can become role models supported by agencies. 2025 presents an unparalleled opportunity to align business goals with the common good – it all begins with transparent and effective communication that drives change and inspires a better future for all.
Do you want to know more about how to boost your company’s sustainable growth with ethical and effective communication? Find out more about our Sustainability and ESG service.
Borja García is Account Manager
