Sustainability and Stewardship- Examining How Motorsport is Addressing and Communicating Sustainable Development Goals

Sustainability and Stewardship in Motorsport

Overview

• The study examines how the motorsport industry communicates and addresses Sustainable Development Goals (SDGs).

• Focus on the power of sports organizations in promoting sustainability through public relations.

Key Findings

1. Innovation and Action: Motorsports emphasizes innovative practices driven by internal/external stakeholders.

2. Proactive Communication: Effective engagement through third-party accreditation and strategic digital communication.

3. Stakeholder Relationships: Awareness of all public stakeholders is essential for involvement in sustainability conversations.

4. Authentic Practices: Emphasis on authenticity to avoid accusations of greenwashing.

5. Long-term Commitment: Focus on sustained efforts in sustainability initiatives.

6. Diversity and Inclusion: Increased efforts to promote DEI within sustainability efforts.

Implications for Public Relations Practice

• Effective Communication: Use the SDG framework to connect diverse audiences.

• Inclusive Language: Adopt nonpartisan terminology to engage broader publics without alienating them.

• Media Strategies: Utilize various media forms, both digital and in-person, to demonstrate committed sustainability practices.

Introduction

• The motorsport industry’s role in sustainability is underexplored but crucial due to its financial power and its contributions to climate change.

• Major series like Formula 1 aim for carbon neutrality by 2030, highlighting the need to assess communication impacts on stakeholder relationships.

Relevant Literature

• SDGs and Sport: The UN's 17 SDGs serve as a framework for promoting sustainable living.

• The potential of sports in advancing the SDGs highlights the responsibility of sports organizations to enact socially responsible practices.

• Sustainability Communication: Organizations must communicate their sustainability goals ethically to avoid greenwashing.

Relationship Management Theory

• Discusses the importance of building long-term relationships with audiences in the context of sustainability communication.

• Stewardship Theory: Focus on cyclical relationships that continue after initial exchanges, promoting ongoing engagement and care.

Data Collection and Methodology

• Interviews: Conducted 11 interviews with motorsport communication professionals from the U.S. and U.K.

• Document Analysis: Analyzed 37 publicly published sustainability documents to correlate statements from interviewees.

Results

• Defining Sustainability: Practitioners view sustainability as tangible actions that reflect sustainable practices to address climate concerns.

• Stewardship-based Communication: Best practices identified include transparency, authenticity, and long-term commitment to climate issue management.

• Managing Stakeholder Relationships: Effective sustainability messaging varies among demographic groups; DEI initiatives align with sustainability efforts.

Conclusion

• Communication professionals in motorsport recognize their role in promoting sustainability and intend to engage audiences in meaningful conversations regarding shared goals.

• The study underscores the importance of sports communication in public relations and its potential impact on achieving the SDGs.