Designing a Communication Model for Sustainability in the Post – Pandemic Era

Abstract

Sustainability is one of the global key trends amplified by the Covid-19 pandemic. The main economic players took action in setting the sustainability goals in their organizations and bringing sustainability at the top of their priorities. Sustainability is now at the beginning of all innovation and development processes. The way sustainability is understood by all involved actors will drive the success of the sustainability projects. From the last study we have conducted, one of the most important conclusion was the fact that as long as consumers are educated and informed about sustainability measures they are open to get involved and are enough motivated to take action. The main goals are compelled by authorities and underlined by NGOs, implemented and adopted by the economic environment, the producers and the retailers or trade channels. Their task is to set the main measures for implementing the proper sustainability related projects, so they should be called drivers in the communication process of sustainability and the consumers could follow, becoming the followers in this important task. The purpose of this paper is to identify the main players of the sustainability communication process, to find a way they could act together and to design an original model for communicating sustainability. The model could be used by the main sustainability players in order to find a common ground, for creating motivation and setting the main objectives and measures for reaching the sustainability goal