Sustain: supply with sustenance, nourish.
Sustainable: of, relating to, or being a method of… using a resource so that the resource is not depleted or permanently damaged.
One key (and obvious) aspect of sustainable communications is being environmentally responsible. We urge clients to consume as few nonrenewable resources and as little energy as possible. Use electronic media rather than print whenever possible, for example. And when paper is unavoidable, print only what’s needed and use vegetable-based inks and paper with 100 percent post-consumer recycled content (the quality and choices are getting better all the time, and recycling no longer requires bleach or harmful chemicals).
But keeping your environmental footprint as small as possible is just one part of sustainable communications. It also requires making sure your own resources maintain the ability to feed and support your programs. Before you embark on any program, honestly assess your organization’s ability to support the work over the long haul without budget strain or staff burnout, and develop communications that will serve you as well as possible for as long as possible.
For instance, a website redesign that lasts several years is far more efficient (and effective) than one that will need another update in a year, so take the extra time and care up front to nail the messaging, design and technology. You may have plans to take the social media world by storm—but you need to map out a strategy that your staff can manage and execute over time. And your organization may be well served by content marketing (such blogging, reports or a newsletter), but only if you have the time and informational resources to keep it going long enough to gain traction.
Sustainability in any arena requires commitment. But it’s worth it: If you nourish your communications programs over the long term and keep them fresh and healthy, they’ll pay you back by helping sustain your business.