GoodGeist
A podcast on sustainability, hosted by Damla Özlüer and Steve Connor, brought to you by the DNS Network. Looking at sustainability issues, communications, and featuring global guests from a wide variety of sectors such as business, NGOs and government.
GoodGeist
Communications on the Front Line, with Solange Tremblay
This week we're talking to Solange Tremblay, the president of Interdecom, where she has united communications professionals and researchers from approximately 50 countries through the International Declaration of Communications Professionals and Researchers for a Healthier, Viable, Better World.
Her journey began in the early 1990s after the Brundtland Report's release, when sustainability was barely recognized within communications circles. She established Quebec's first bachelor's degrees in public relations, founded the Center for Sustainable Development Ethics and Communications, and created the Sustainability Communication Group—celebrating its 20th anniversary and becoming a reference point for climate communications in Canada.
We talk about today's challenging global landscape — with rising authoritarianism, ongoing conflicts, human rights violations, and accelerating climate emergencies — and how this demands unified communication that fosters hope, action, and social resilience.
As Tremblay reminds us through Gandhi's words, "being late is an act of violence." Communications professionals worldwide now have an unprecedented opportunity to serve as agents of change by joining this global movement at www.interdecom.org. Listen in to some wise words from Solange.
Follow GoodGeist for more episodes on sustainability, communications and how creativity can help make the world a better place.
Good Geist, a podcast series on sustainability hosted by Damla Özler and Steve Connor, brought to you by the DNS Network.
Speaker 2:Hello, hello everyone, you are listening to Good Guys, the message on sustainability which is brought to you by the DNS Network, the global network of agencies dedicated to making the world a better place. This is Damla from Mira Agency, istanbul, and.
Speaker 3:This is Steve from Creative Concern in Manchester. This podcast series explores global sustainability issues, how they're communicated and what creativity can do to make positive change happen.
Speaker 2:So in this episode, we're going to talk to Solange Tremblay, who is the president of Interdecom, the International Declaration of Communications Professionals and Researchers for a Healthier, Viable, Better World. Led by Solange, the Interdecon brings together communications organisations from around the globe who want to play a positive and unified role in response to the threats facing our planet.
Speaker 3:So, based in Montreal, solange is a former associate professor at the Université de Québec in Montreal and is a true pioneer in this space. Damla, she's been focused on what we do for a long time on communication, sustainability, social responsibility, including having authored an early and definitive book on the topic Développement Durable et Communication in 2007, and has worked with UNEP and other organisations, including our own lovely DNS network. So, solange, thank you so much for taking the time to talk to Dama and myself.
Speaker 4:Thank you for inviting me. I'm so pleased to be with you today.
Speaker 3:How amazing. So, solange, you and I have had the huge joy of meeting a good few years ago now to share our respective journeys on communications, but for our listeners, could you share some insights as to how you came to be working at the intersection of communications and a sustainable future?
Speaker 4:Yes, what a joy it was to meet you eight years ago and to quickly become good friends, steve. In fact I got in sustainability communication by a series of side roads that led me from one thing to another, but always grounded in very strong social and human values. Research center, women's struggles, songwriting, studies in literature, communications and political science head, communications advisor in an hospital, then communications and public affairs consultant and hospital, then communications and public affairs consultant. We were then in the early 1990s. The Brundtland Report had just come out and I plunged into it. So when I was asked to teach a PR course at two universities, csr became an important part of my teaching plan and I never gave up. I was already very involved in PR associations in Quebec and I was given the presidency of the academic affairs for over 10 years. So I quickly became a liaison between professional associations and the academic world for the advancement and sharing of knowledge, which was very important to me. This led me to play a key role in the steps that led to the creation of Quebec's first bachelor's degrees in public relations in 1996, and to become a founding member of the Chair in Public Relations and Marketing Communications at Université du Québec à Montréal in 2001, as well as an Associate Professor in Sustainability Communications and a founding member of Public Relations Without Borders, created on SD Values in 2007. The years spent at the chair in public relations with Daniel Maisonneuve, founder and first chair, enabled me to create the Center for Sustainable Development Ethics and Communications in 2003 and gather together an expert team on these issues. After it was closed at the end of 2010, the team continued on an independent basis with the name Sustainability Communication Group, still here today. In fact, our group turned 20 two years ago, becoming over the years a reference point in communications with regard to these values and climate issues in Canada.
Speaker 4:We have to remember that at the start of the new millennium, it was not uncommon, here and elsewhere in the world, to see practitioners and scholars raise questions about these values and wonder about their communication roles and widely unknown among them. I must also recall more specific comments. How could the role of communications fit into this fold? Why investigate the role of communications in terms of CSR or position the role of communications in a sustainable development approach, since these issues are not its responsibilities, turn to the management sciences. This is not a role. Or to be told that I was naive and had an angelic vision of SD and CSR which would never stand up in communications. Even renowned leaders were strong advocates of these views. We know what happened next, thanks to essential support groups who had strongly pushed the doors. A decade later, this path had taken root Among them.
Speaker 4:Members of our team were instrumental in numerous new initiatives in our country and abroad, including the first books in Quebec and Canada. Longitudinal studies revealing pioneering commitments but also greenwashing in large organizations. International collaborations with the United Nations Environment Program. First pan-Canadian population survey with a leading survey firm. First contribution of communication professionals to the implementation of Quebec's Sustainable Development Plan. Canadian first graduate program in CSR and SD, integrating communication and management perspectives, publications, research, scientific and professional international events. I must stress that we were very confident in what we were doing and that we were on the right path, especially since we had the late Pierre D'Anse-Rose's full support Very early on.
Speaker 4:He was the father of sustainable development in Canada and professor emeritus at Université du Québec à Montréal, also a world-famous scientist and humanist, internationally recognized as one of the founders of modern ecology.
Speaker 4:Pierre Dansreau was a great motivator who knew how to pass on his values and knowledge, as he never accepted the idea of the failure of the human adventure, or the idea of the failure of the human adventure, or the idea of despair.
Speaker 4:He always promoted the necessity of social engagement, pointing out the progress of science and public health, the growth of democratic ideas, as well as the increasing place of citizens in the public sphere. Increasing place of citizens in the public sphere which explained why he was very supportive of the work that was gaining momentum in communication. In October 2006, her letter, he wrote, saluted the importance of communicators' dedication. It was read during an official ceremony in his honor at the first conference on sustainability communication, while a formal commitment was being signed by Quebec professional associations which received international recognitions. A few months later, during a ceremony at UN headquarters in New York, his key message was to applaud the communicator's pledge to SD values, while adding his life principle walk with confidence and solidarity, combine future and serenity. What a joyful and inspiring message to be reminded of in the threatening times we live in today.
Speaker 2:Wow, solange. I mean you never give up and you are so inspiring and the joy when you talk on the matter is really exceptional. I really would like to dig deep into this conversation and the theory of responsible communications, but in a moment, if that's OK. First of all, could you tell us a little bit more about the global declaration you worked on, calling for something of a revolution across the global communications industry?
Speaker 4:Yes, of course, and Steve was in the leading team working on it in 2020 to make it happen with our academic network, as well as with Christophe Konings Soon. Other members of DNS quickly joined us Christophe Balduarti, michael Adler, simonetta Lombardo, alexander Delianis. This was truly a globally connected team, as we wanted to have a multicultural perspective for unifying the communicators from around the globe in our increasingly fragile world. What a pleasure to work with you all an impressive teamwork. But we have to ask why we wanted to mobilize around an international commitment in communication, as it didn't just appear out of a simple idea. Actually, it was initiated in response to the pandemic that turned the world upside down in early 2020, to the increasingly aggressive climate emergencies and to the many other threats that have multiplied around the world, and after seeing the results of a study I conducted with my colleague, jacques Bar Barone, to understand how well national communications associations in some 60 countries around the world were communicating with members about pandemic-related issues, as communicators were on the front line, of course the climate crisis, sustainable development and more during that terrible year, and the results revealed widespread weakness, fragile organizations, while their leaders all volunteers, of course were no doubt overwhelmed due to dealing urgent challenges within their own organizations.
Speaker 4:Confronted with this critical communication disconnection, the need for cohesion, unity and solidarity throughout the world was patent. This was the starting point for a collective international commitment in communications, for a collective international commitment in communications carrying humanist values, followed by the launch, in the early days of 2021, of the International Declaration of Communications Professionals and Researchers for a Healthier, viable, better World. And something extraordinary happened Through the pivotal leadership of Orbecom, the international network of UNESCO chairs in communication, our official sponsor. The Declaration's call was swiftly heard, globally uniting communication researchers and professionals who pledged to leverage their roles and bonds of solidarity to help build a safer future, protective both of nature and our humanity. Today, a vast community of organizations from some 50 countries supports this global mobilization, available in nine languages English, french, spanish, portuguese, german, italian, turkish, dutch and Greek.
Speaker 4:This worldwide commitment, the very first of the kind in communications, had become a powerful unifying force. Consulting firms, chairs, observatories, advocacy groups, academic institutions, specialized networks, as well as 20 of the most influential international organizations in communication and some 40 national associations, all committed to speaking with one voice, have united in solidarity through all adversities for today and the future across the globe, and major international partners regularly work hand-in-hand with us, have become the International Public Relations Association, the International Communications Consultancy Organization, uprira, bledcom and Global Alliance for Public Relations and Communication Management. And yes, the mobilization continues. And here for organizations wishing to join this commitment, please go to wwwinterdecomorg. Interdecom I-N-T-E-R-D-E-C-E-O-M dot org. And stay tuned. With its new online magazines, horizons Echoes, celebrating vitality, resilience and commitment to ethical and unified communication from all over the world.
Speaker 3:Wonderful, solange. So there you go. A very clear call to action there for listeners. Sign the declaration now. People, you know it makes sense. So, solange, that's the declaration. It's the challenge to the communications industry and I know this is a huge topic that we're tackling here, but let's go for it with a big picture view, something that you have deep expertise in how can communications be used as a tool for sustainable development?
Speaker 4:Yes, it's an important question that runs through every stage of an SD approach. Communication is present at every step, from analysing the situation, every step. From analyzing the situation, identifying key issues, engaging stakeholders in shaping a shared vision, setting objectives and indicators to track progress. It remains essential, through implementation and evaluation, ensuring a consistent approach and fostering ethical dialogue with all stakeholders throughout the process. In short, communication is the bridge builder, the connector that permits to share knowledge, to build a genuine dialogue with stakeholders and mobilize for action, as well as evaluate the impacts. It drives change, foster cooperation and ensures that sustainability is integrated into every aspect of society. But what do we mean by genuine dialogue? Here's an example In a participatory process, we can speak of genuine dialogue when all the stakeholders, representing the most heterogeneous positions possible, can, with divergent opinions, work out shared solutions to problems that have become common. The goal isn't just to connect with as many like-minded stakeholders, with whom opposition is rare to showcase a broad network. Instead, it's about engaging all relevant groups to foster dialogue, build trust and encourage cooperation. This ensures all voices, including marginalized, vulnerable and opposing groups, are heard, making decision-making more inclusive.
Speaker 4:The quality of communication lies in this exchange modalities and it positions the organization on an equal level with its stakeholders. On an equal level with its stakeholders, which is far from the previous models of communication and as explains my good friend in the great adventure of the International Declaration of Communicators, thierry Libart, this evolution sees the disappearance of military rhetoric, targets, strategies incompatible with the perspective of interaction, dialogue and inter-influence. They are an integral part of the notion of communication in favor of stakeholders. Note that these words give communication its original meaning of in common, where people are active participants rather than passive recipients of information. This contrasts with the traditional linear view of communication as mere message transmission, treating audiences as amorphous targets. Moreover, these concepts are not only fundamental to communication, but also to sustainable development itself, as the social transformation they relate to stands in stark contrast to the traditional linear view of development based, above all, on economic growth. Above all on economic growth.
Speaker 4:Instead, these communication values align deeply with the very essence of sustainable development. In this sense, the master key to sustainability is simple To be truly human, it must center on people and their needs, fundamental to its definition. Finally, communication is central to SD as it serves as the bridge between awareness, action and impact, by raising awareness about the importance of sustainable practices and the urgency of addressing issues like climate change, inequality and resource depletion. Influencing behavior and attitudes towards more sustainable lifestyles, ethical practices and responsible consumption. Helping advocacy and policy change by bringing attention to pressing issues, mobilize public support and influence policy changes. As agents of change, it is indeed our role to understand the world we live in world we live in, wow Solange, everyone everywhere, all together with solidarity.
Speaker 2:You just made my day. I feel, more hopeful after meeting with you for the future. But I want to ask you another aspect of your work. You have the great benefit of having a truly worldwide view of who is working in the space, so could you perhaps give our listeners an idea of what you consider to be the outstanding strengths and weaknesses currently in this field?
Speaker 4:Well, what is wonderful is that the professional and scientific communities working in the field of sustainability communication are now more united, but that's quite new, unlike the environmental communication sector, well established since 1991. Sustainability communication has seen slower interest. Just five to seven years ago, the SD communication effort was largely driven by professional groups in Europe, with DNS, your network of agencies and others, as well as in Quebec, Canada and in Latin America, Despite the central role played by dedicated academics on these issues through research conferences, publishing and university programs since the early 2000s, plus numerous international collaborations benefiting Europe, Quebec, Canada, Africa and other regions. Nonetheless, apart from these prominent voices, the francophone scientific community, for example, has been rather slow to embrace sustainability in CSR, since it wasn't until the end of 2018 that an international research network on these essential environment-related communication issues was created in the field of communication, thanks to the leadership of two friends, Céline Pasquale Espouni and Andrea Catellini. But thankfully, sustainability communication responsibilities are now on the rise everywhere and a well-planned mobilization is underway. Communication practitioners and scholars have found the meaning behind this formidable key to a sustainable future. Their commitment is multiplying in strong ways, as reflected in the rising number of certified B Corp communication agencies worldwide, without forgetting that communication research is also expanding, thanks to younger scholars and new scientific funding policies.
Speaker 4:Today, we are at a difficult turning point in history, with the rise of authoritarian and hateful ideologies, the continuing war in Ukraine, the attacks on human rights and on democracy, plus the increasing number of climate emergencies everywhere. In these uncertain times, communication must emerge as a force that can nourish hope, action and social resilience. It is clear to us that inaction and withdrawal have no place in the face of the emergencies of our time. So declared Omar or becomes former Secretary General when launching the International Declaration of Communicators as official sponsor in January 2021. Because history is being written now and faced with global issues of such magnitude, communicators should continue to give way to this unified commitment to solidarity, as strength in numbers remains a determining factor in every part of the globe. The question now is, as agents of change, will we be part of those trailblazers, those guides, those leaders who nurture this wind of change, this much-needed turnaround? Each scholar, each practitioner has something to bring to this better new future right now. As Gandhi said once, being late is an act of violence.
Speaker 3:Of course. So we have to wrap it there, solange. It's been so wonderful talking to you, but we have to have our final question for you, which is our network is ironically called Do Not Smile, because we know that we need to make sustainability a subject that brings happiness into the world. So, solange, what object, place or person always makes you smile?
Speaker 4:Yes, without thinking and very spontaneously, I'll always say that my grandchildren are my constant sources of smiles and joy. Seeing them, talking to them, sharing time with them, laughing with them, telling them a thousand times how much I love them, is so comforting. By having the privilege of seeing the world through their eyes, discovering their dreams, their fears too, their questions, I rediscover my own journey, which reminds me how important it is to work to secure the not-so-rosy world we leave them and to reinvent it more beautiful and better with them.
Speaker 3:Well, solange, totally inspiring, and nothing can make you feel more optimistic and more driven to deliver a better world than the generations that are coming in front of us. So thank you so much for sharing your time with today. It's hugely appreciated and I'm sure our listeners will absolutely love listening to you as much as Damla, and I have Damla over to you so thanks to everyone who has listened to our Good Guys podcast, brought to you by the Do Not Smile network of agencies.
Speaker 3:And make sure you listen to future episodes, where we'll be talking to more amazing people about how we can work together to create a more sustainable future. So, solange Damla, see you soon.
Speaker 4:Bye. Thank you so much. Thank you so much.
