Broad societal trends — from a “green” President and energy team, to the rapid rise in new media tools and the increased need for businesses to cut costs — will make 2009 a landmark year in communicating on sustainability.

1. Thought leadership and innovation as keys to combating the economic downturn

From Detroit to Wall Street, it is clear that short term bottom-line thinking is not conducive to running a successful business today. In ’09, companies will expand their focus beyond traditional sustainability methods (recycling, carbon footprinting) to include new initiatives and innovations to cut costs and attract clients. And with many businesses planning either to maintain or increase their spending on corporate sustainability efforts, 2009 will be a year companies look for and promote new ways of “going green.”

2. More use of social media tools and online video

Online video, a medium which enjoyed 350% growth in 2008, will expand even more rapidly in ’09 and will increasingly be used as a replacement for written information. Businesses and advocacy groups are now realizing the communication potential of social media networking — such as Facebook and YouTube — to engage customers and other stakeholders. Even President-elect Obama utilized these new media tools to communicate his ideas about sustainability and other initiatives.

3. Aligning corporate sustainability initiatives and activities with core brand values

There will be a closer link between companies’ sustainability initiatives and their overall brand identities. Environmental stewardship will no longer be buried in the back of a company’s website because the ROI for green marketing strategies has been established.  Expect more companies to realign their core business values to adhere to these new standards being set by stakeholders, competitors and indeed consumers.

4. Consumer concern over global warming rebounds as U.S. policy on climate change is clarified

With the new administration already proposing the most forward-looking climate policy agenda ever, businesses and non-governmental organizations (NGOs) may choose to capitalize on this momentum by joining the green movement. News of Obama’s alternative energy plans has already galvanized many in the renewable energy industry and we expect this trend to expand into other business sectors.

5. Accountability involving third-party partnerships will be more important than ever

NGO partnerships are one of the soundest ways to enhance credibility on sustainability initiatives. In the long run this will blur the once clear divide between businesses and other organizations, such as NGOs. Working with these advocacy groups, companies will take more active roles in land and water conservation, wildlife protection, renewable energy and other sustainability priorities.

Grant Draper, at FD Element in New York