Create a Credible Message About Sustainable Energy

Big Idea Breakdown

Climate change initiatives are top of mind at the moment, even as investment and production of sustainable fuel remain stagnant for the Transportation industry. At the recent U.N. Climate Change Conference, COP 26, U.S. airline executives pledged partnership with the Sustainable Aviation Buyers Alliance (SABA), showcasing industry solidarity to standardize sustainable aviation fuel. This announcement comes as the Transportation sector faces state and institutional pressure to uphold its net-zero carbon emissions promises. Transportation companies must contend with increased scrutiny on their ESG disclosures and prove that their initiatives create positive environmental effects.

RepTrak Perspective

Demand for corporate-led action on ESG is an increasingly pivotal aspect of reputation. For the Transportation Industry, the Factor weight for “Acts responsibly to protect the environment” increased seven positions from March to September 2021. Transportation companies have a clear path forward through increased ESG advocacy – especially in light of the fact that they are underperforming – “Environmentally conscious” scores among the industry’s bottom five Factors, with an average score (<70) of 62.1

Reputation Context 

Where does the Transportation industry’s reputation stand?

The industry’s average Reputation Score is borderline strong (69.8) in Q3 2021 but has an average (64.5) Citizenship Driver Score. The corresponding Factors “Supports good causes” and “Environmentally conscious” consistently remain in the bottom-five performing for three consecutive quarters with low scores. Here, Transportation leaders have an opportunity to offer detailed insights to the public on ESG efforts as the industry under-performs on the “Protects the Environment” and “Reduces Environmental Footprint” ESG Factors, both scoring 62.3 for Q3 2021. 

What must Transportation companies prioritize in their communications?

1. A broader and more credible message around sustainable energy and fuel development can boost shareholder advocacy. Currently, the Transportation industry averages low support, about 22% of ambassadors, for the Business Outcome measures “Invest,” “Recommend as an Investment,” and “Will Defend.”

2. Forming international sustainability alliances will not go the distance among the industry’s stakeholders. The Transportation industry must work to increase perceptions of transparency and accountability, as the Brand Expressiveness measures “Appears genuine about what it stands for” has an average score of 66.4 (or 30.8% advocates), and “Welcomes open discussion with outside audiences” has a weak score of 59.6 (or 17.6% advocates).

Convo Starters

How can weaving environmental protection measures into communications increase customer satisfaction?

Which platforms have your company’s CEO or senior executives used to support low-carbon or net-zero emission goals? How did the public respond?

How is your company connecting ESG initiatives to reputation growth?