We spoke with Kiara Cleland, our Social Media Copywriter for the sustainability division of the business, about what it takes to become a green thought leader.
Given that Kiara regularly puts herself in our clients' shoes, connects with their audiences, and understands what it takes to resonate as a thought leader online, she's ideal to hear from, particularly as green thought leadership becomes increasingly essential for businesses and individuals to get right.
Kiara Cleland (KC): To me, green thought leadership is less about the sector and issues being tackled and more about one’s approach.
It’s about driving innovation and creativity.
Approaching today’s topics and issues with fresh eyes.
Embracing new technologies and applying them.
Being proactive and leading by example.
Another important aspect of green thought leadership is honesty. No journey will be perfect.
It’s important to be honest with your staff and audience about the difficulties you’re facing, why you choose one approach over another, and the steps you’re taking to improve.
KC: One of the greatest benefits of green thought leadership is that it naturally inspires community.
You don't have to force a culture of collaboration and innovation or a sense of belonging; it’s a natural by-product.
When it comes to your audience, you’ll find that people are drawn to your honesty and inspired by your approach.
They want to follow and support your journey because they believe in what you're saying and doing.
KC: Yes, I think anyone can become a green thought leader.
But not everyone will. It takes a mix of characteristics.
Dedication.
Conviction.
Humility.
Foresight.
You must have something to say, a passion to stand for, and you need to be willing to put yourself on the line for whatever the outcome may be.
You need to trust your instincts but also be able to recognise when others may know better.
It’s not an easy thing to do, particularly in our modern age, where social media platforms amplify everyone’s voices. It takes time and patience to stand out.
KC: Trends move so quickly.
The overarching trend right now is honesty.
Nobody lives a perfect life. It's messy and full of highs and lows; things don’t always go as planned, and sometimes they work out better than expected.
People want to know about where you went wrong and how you eventually got it right. They don’t want to see a perfectly curated life where you succeed on your first try – they won’t learn anything from that.
Failing is a very human experience, and audiences want to share in that, as well your successes.
KC: Generally, I'd say put yourself out into the world.
Whether that's by offering a really solid product or service, sharing sound practices and information, or building a community of like-minded individuals.
You can't lead if nobody even knows you're there to follow. So, don’t exist in isolation.
When it comes to social media, I'd say hone your message.
Don't share just for the sake of sharing; identify your purpose first.
Are you promoting something?
Sharing knowledge?
Pulling the curtain back on the industry?
Let your purpose inform everything you share.
KC: Thought leaders should always avoid insincerity and misalignment.
The most impactful thought leaders today lead with sincerity. They truly believe in what they’re sharing, which elicits respect, even if others don’t share their views.
Always follow through on your actions and avoid making empty statements purely for likes and follows.
If an opportunity doesn’t make sense for your brand or your audience, don’t accept it. You may see some results in the short term, but you’ll lose the trust of your audience in the long term.
KC: Industries that naturally allow more room for creativity tend to inspire green thought leadership, such as the sustainability and marketing sectors.
However, I think every sector could do with more green thought leadership.
For instance, green thought leadership offers different benefits to a more traditional style of thought leadership that’s common in sectors like finance or medicine, where I would encourage those leaders to embrace it more.
Green thought leadership in finance might drive innovation in sustainable investing. This would lead to more environmentally responsible businesses while improving their investment prospects.
Meanwhile, green thought leadership in medicine might involve promoting the use of eco-friendly materials for tools and products within the industry to not only reduce its environmental footprint but also enhance patient trust.
If you enjoyed this article, read our interview with Lisa Atsikidi about the importance of multimedia in finance here.