Toolkit APECOM


The 2030 Agenda and the Communication Sector 

Sustainability is on the business agenda. And the communication sector is no exception.

The 2030 Agenda, which was agreed in 2015 by the 193 member states of the United Nations, integrates the 17 Sustainable Development Goals (SDGs), translating into 169 goals, to be met by the year 2030.
Objetivos Desenvolvimento Sustentável

The promotion of practices and actions with the objective of providing sustainability in its 5 dimensions - Planet, People, Prosperity, Peace and Partnerships, today integrates the business strategies of many companies, At the same time, it will provide investors with confidence and security and active cooperation with stakeholders.

The financial public began to worry about the sustainability criteria ESG - Environmental, Social and Governance,, which became vital indicators for the solidity of the reputation of companies and for the long-term success of the business.

Businesses currently have a purpose beyond profit, and should play an essential role in improving society, including advancing economic opportunities and promoting fair business practices.

In 2024, the European Union expects that 35% of companies in Europe are implementing their projects with impact in the sectors where they operate, contributing to the achievement of the goals to achieve a sustainable Europe.

Thinking about the path to sustainability,  being aware of the geostrategic changes that occur in the world, and understanding the impact on organizations, business and people, begins to be a permanent management challenge.

The business contribution is therefore fundamental to the sustainable future, and sustainability is no longer a matter of individual management of the company, but of all sectors of the economy and industry. The communication sector cannot be an exception!

Sustainability  – How to put it on practice?

“Sustainability has become strategy-driven. An increasing amount of people within companies are running their business with sustainability in mind. "

This is stated by HANS DAEMS, CSR Europe Chairman

Several organizations provide recommendations and practical guides for integrating sustainability into the operations strategy and organizational culture.

Each of the models differs in scope and approach, and knowing what solutions to adopt can be a difficult task.

Before making the decision on the integration model, it may be useful to carry out or revisit the company’s positioning, using the framework of the Sustainable Development Goals (SDGs):

  • Alignment of the company’s activities with the SDG language
  • Identify new business opportunities based on the SDGs
  • Sustainable development as a driver of business growth
  • Alignment of the company’s goals with the SDGs
  On going Potential
Align Reporting and Communication: "Translate" the priorities and activities of the company or organization in "SDG language" with the perspective of communicating more effectively with stakeholders,    
Revisiting Company Priorities: Using the SDG framework in strategic processes to identify new priorities..    
Strengthen the Mindset of opportunity: Position sustainable development internally as a driver of growth and innovation.    
Definition of goals from the inside out: Align the goals and targets of the company or organization with the SDGs, even if the path to achieve these targets is currently unknown.    

How to develop sustainability culture?

Sustainability in the communication sector refers to the ability to carry out activities for a long period of time, taking into account social, economic and environmental criteria, which guarantee business continuity in parallel, credibility and good image of companies.

Being sustainable means being responsible to the new generations, promoting healthy social relationships and avoiding ending resources that took centuries to form.

A culture of sustainability is achieved when all employees of the company internalize the social, economic and environmental values of sustainability.

It is impossible to implement sustainable management if employees do not contribute their part in this challenge. Employees should be seen as essential elements of this process.

Employees must be aware of the need to incorporate sustainable practices in the company, but also in their personal routines.

In this sense, APECOM suggests that management organize internal awareness sessions, and use communication to disseminate and instruct employees to practice sustainability.

10 Baby Steps to implement at your company

A sustainable company is one that idealizes and puts into practice,  the conservation of the exhaustible resources of the society in which it lives and, still, expands its business.

A company that operates sustainably should consider the three pillars that must coexist and interact with each other in a harmonious way. Social, Economic and Environmental.


  1. Work Spaces
    Starting with the company workspace can be a good start.
    There are many strategies needed to transform business activities into more sustainable spaces.  Harnessing sunlight, using biodegradable or reusable materials, saving energy resources, reducing water and paper consumption.
    The use of nearby resources, implementing the principles of the circular economy and ecologically managing transport are other good examples for those who want to start tomorrow.

  2. Sustainable partnerships
    There is no use in just applying practices that help the environment within the company if on the outside, you have partners who are accused of using goods or services that harm nature.
    Look for partnerships that share the same goal.
  3. Garbage disposal
    Sorting garbage is everyone’s duty, and the company’s too.

    In addition to separating the recyclable from the non-recyclable, you need to separate them by the manufacturing material. For example, plastics, glass, metals and papers should be placed in different places.
    Therefore, install in the workplace bins with garbage separation. In addition to helping the environment, your company will facilitate the work of garbage collection, managed by city councils.

  4. Eliminate plastic
    If your company still uses disposable cups, try to replace them with ecological alternatives.
    Encourage your employees to bring mugs or bottles from their homes to use in the workplace when they need to. Plastic cups, in addition to causing damage to the environment, entail extra costs that can be eliminated. 
  5. Eliminate paper
    TSwapping paper for digital programs is also another efficient way to make the company sustainable. In addition to reducing waste, it helps reduce consumable costs.
    Bet on technology and encourage the use of Devices to write down meetings, notices, and work-related information.
  6. Use renewable energy sources 
    You can use renewable energy in your company.  One of the best practices that has been growing is the use of solar energy.
    The installation of solar panels to provide energy for the workspace is efficient and can even contribute to a reduction in energy costs.
  7. Conscious consumption
    If it is not possible to eliminate paper altogether, encourage conscious consumption of this product only when necessary.
    The same idea applies to lighting, for example. Optimize energy consumption and invest in LED bulbs, and encourage staff to turn off the air conditioning and lights when no one is using.
  8. Alternative transports

    The integration and cooperation between employees is also linked to the social sustainability of the company.
    Encourage car sharing. Including a bike day on the trip to work is also valid.
    All these are proposals for an appeal to conscience. The company cannot force its employees to do so, although the reduction in carbon emissions is important for all of us..

  9. Green communication strategies
    If the work environment is important, think about how you work with your client, too.
    The communication strategies with companies committed to sustainability, should also aim to conscencialize the whole society.
    Communicating sustainability means sharing good practices among employees, partners and suppliers, and bringing their concerns and the position of the company in the face of sustainability challenges.
  10. Sustainability as a performance evaluation metric
    How is your company doing with regard to sustent+aveis projects applied to communication?
    Include in the evaluation of the individual and collective performance of your team the contribution of your activity to sustainable development.
    Are we reducing paper? Disposable cups? Are we aligned with the market? What can we improve in our company for a more promising future?


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