The initial step was to conduct research that helped us create a unified, engaging vision of what sustainability means to Scotiabank and how it relates to the company’s broader purpose: making all people better off. We reviewed the bank’s audiences, industry trends, global sustainability megatrends, direct competitors and global leaders in the banking sector, as well as conducted an in-depth sustainability communications audit.
Utilizing our key research insights and out-of-the-box thinking, we developed the sustainability strategic framework — Better Future, Better Off — which set the foundation for Scotiabank to begin telling a more inspiring, purpose-driven story. We created communication plans and tools designed to present specific audiences with information that focuses on what’s most important to them, via channels that best resonate. The core of this strategy dramatically altered Scotiabank’s approach to sustainability communication, allowing the bank to move from a one-size-fits-all approach (a traditional report) and embrace a range of new communications tactics tailored to key stakeholder groups. Our work empowered the bank’s global sustainability team with the tools and messages needed to engage, educate and create internal sustainability champions for a wider messaging cascade.