“Communication is Key to Keeping Sustainability at the Top of the Agenda”

Katrin Hüttepohl, new CSCP Communication Manager, believes that clear and impactful messaging is key to mainstreaming sustainability toward a good life for all. In this interview, she shares how past experiences inform her current work and explains why leading by example is the best strategy to inspire and enable positive change.

How do past experiences – including your childhood, education, or work experience – inform what you do now at the CSCP?

Past experiences play a significant role in my current work at the CSCP. First, growing up in a family that emphasised how interconnected our wellbeing is with that of the environment, instilled in me a deep appreciation for sustainability from an early age. My studies in the field of Communication, Psychology, and History of Art equipped me with valuable skills in understanding human behaviour, which I apply to drive behaviour change towards sustainable practices. Finally, more than 15 years of work in marketing and communication roles in the private sector have given me insights into effective storytelling and engagement strategies. I draw on that to effectively communicate sustainability messages at the CSCP.

We live in very dynamic times. How can we make sure that sustainability is kept high on the agenda in spite of rapidly shifting priorities?

Personally, I find that leading by example can be a powerful way to inspire others. By modelling sustainable practices in my own life, I hope to motivate and inspire friends and family to do the same. From a professional perspective, effective communication is key to keeping sustainability at the top of the agenda. By creating compelling narratives that highlight the link between sustainability and broader organisational or personal goals, we can ensure that sustainability initiatives resonate with stakeholders and remain a priority.

One of your current projects, CARE, aims to boost circularity through a lifestyle (behaviour change) perspective. What is the added value of such an approach?

By focusing on behaviour change, we empower individuals to become active participants in sustainable practices, which can lead to tangible benefits at home. For example, embracing circularity can result in significant cost savings by extending the life of products through repair, reuse, and up-cycling. In addition, prioritising locally-sourced, seasonal food, and sustainable clothing not only reduces environmental impact but also promotes healthier lifestyle choices. Such an approach not only reduces waste, but also promotes conscious consumption habits, fostering a culture of sustainability that ultimately contributes to a more resilient and equitable future for all.

In the UBi project, the focus is on business and biodiversity. What’s the strategic link and why does it matter so much?

First, biodiversity underpins the ecosystem services on which businesses depend for their operations. By conserving biodiversity, businesses ensure the resilience and sustainability of their supply chains. Second, biodiversity loss poses significant risks to businesses, ranging from increased resource scarcity and business disruption to reputational damage and regulatory scrutiny. Integrating biodiversity considerations into business strategies is therefore critical to long-term resilience and success. In addition, prioritising biodiversity strengthens brand reputation, drives innovation and creates opportunities for sustainable growth and market differentiation.

Finally, do you have any go-to sustainability principles or hacks?

One of my sustainability principles is embracing minimalism. By simplifying my lifestyle and focusing on what really matters, I reduce waste and consumption. It also helps me stay in tune. I also prioritise reusable items over disposable ones whenever possible, from shopping bags to water bottles and mason jars. Small changes like these can make a big difference in reducing my own footprint.

For further questions, please contact Katrin Hüttepohl.