This urgency extends to climate and sustainability communications, prompting a crucial question: What narratives can drive the creation of sustainable economic systems and simultaneously inspire transformative shifts among policymakers, industries, and consumers alike?
With pivotal elections, ongoing conflicts, and economic challenges on the horizon in 2024, the demand for expert communications has never been higher. As communicators tasked with running CSR, ESG, sustainability, and climate tech programs look for direction in these challenging times, we recently had the pleasure of chatting with Marielle Brunelle, Manager of Sustainability Communications at Mastercard.
The conversation, which took place on the heels of Mastercard being recognized by TIME as one of the world’s most sustainable companies, shares incredible insight from her journey, Mastercard’s commitment to sustainability, and the pivotal role of communications in driving real climate action. Here is a Q&A from our conversation, edited for both length and clarity.
Q: Can you share your background and how you came to lead sustainability communications at Mastercard?
Growing up in New Hampshire, I developed a deep connection to nature through outdoor activities with my family. This upbringing fostered a passion for living sustainably and appreciating our environment. During my undergraduate years at Syracuse University, where I studied public relations and international relations, I became involved in community service, particularly with refugee populations in Syracuse — a sanctuary city.
This experience highlighted the interconnectedness of societal issues with climate change, prompting me to delve deeper into sustainability. After completing my studies, including a master’s in sustainability management at Sciences Po in Paris, I worked briefly in sustainable finance before joining Mastercard. Here, I manage sustainability communications, focusing specifically on environmental sustainability (planet) within our broader ESG strategy — People, Planet, and Prosperity.
Q: How does sustainability communications fit into Mastercard’s overall strategy?
Sustainability is integral to Mastercard’s strategy, and communications play a crucial role in articulating our efforts. My role involves collaborating with various business units to amplify their sustainability initiatives. Mastercard leverages its vast network of merchants, issuing partners (banks), and consumers to drive sustainable practices.
We utilize our technology and data to innovate solutions that help partners achieve their sustainability goals. Ultimately, our inspiration comes from the belief that businesses have a responsibility to contribute meaningfully to society and the environment.
Q: What role do communications play in advancing Mastercard’s sustainability goals?
Much of the climate crisis is rooted in communication—or the lack thereof. Effective communication is essential for engaging consumers, businesses, and policymakers in adopting sustainable practices. Clear and compelling communication is key at Mastercard, which aims not only to implement sustainable practices but also to educate and inspire others to join in creating a more sustainable future.
Q: How do you navigate the challenges of communicating complex sustainability issues, such as ESG investments, to diverse audiences?
It’s a delicate balance. Mastercard is committed to transparency and accountability in our sustainability efforts. We engage extensively with stakeholders — from investors to regulatory bodies — to ensure alignment with evolving regulatory frameworks. By transparently communicating our progress and challenges, we are able to build trust and demonstrate our commitment to long-term sustainability.
Q: What role do partnerships and collaborations play in Mastercard’s sustainability initiatives?
Partnerships are fundamental to our approach. We collaborate with a diverse range of stakeholders, including fintech startups, NGOs, and governmental bodies, to co-create solutions that drive positive environmental impact. These collaborations leverage our collective expertise and resources to scale sustainable innovations and address global challenges effectively.
Q: What advice would you give to companies looking to enhance their sustainability communications?
Authenticity is key. Organizations should strive for transparency, authenticity, and consistency in their sustainability communications. Genuinely engaging stakeholders and demonstrating a clear purpose will resonate more deeply and drive meaningful change.
Q: Can you tell us about Mastercard’s initiative to eliminate PVC plastics in your cards?
Mastercard has set a bold goal to phase out first-use PVC plastics from all cards issued by 2028. This initiative involves collaborating closely with issuers and partners to transition to more sustainable materials.
Additionally, Mastercard offers virtual card options to reduce physical card waste and has launched a card recycling program in partnership with HSBC in the UK to enhance sustainability efforts further.
Q: How does Mastercard communicate its sustainability efforts to stakeholders?
We provide investors and all stakeholders with a detailed ESG (Environmental, Social, Governance) report. This report is released to the public annually and offers comprehensive insights into our sustainability strategy, encompassing not just environmental impacts, but also social and governance issues.
Mastercard adopts a human-centric approach across all communications, emphasizing how its products contribute to societal well-being and economic opportunity. This aligns with its commitment to a sustainable and inclusive economy.
Q: Could you speak on the Mastercard carbon calculator and its impact on sustainable purchasing habits?
While specific outcomes are still being measured, Mastercard is focused on empowering consumers to make more sustainable choices through tools like the carbon calculator. This initiative reflects our ongoing commitment to inspire, inform, and enable more conscious consumption to support the demand-side shift to a sustainable economy.
Q: Do you feel pressure to tie your initiatives to measurable climate-related KPIs?
Absolutely. Aligning our initiatives with industry-accepted climate targets and KPIs is crucial. It reflects a broader trend towards accountability and transparency in corporate sustainability. We’re committed to setting clear goals that contribute meaningfully to global climate efforts.
Q: When leading sustainability communications, you’re also challenged to ensure you’re not ‘greenwashing’. Can you elaborate on how you ensure you are forthright in portraying Mastercard’s climate action?
At Mastercard, we take greenwashing very seriously. Our focus is on driving real impact, not just symbolic gestures. We’re committed to transparency and accuracy in our communications, aligning with global standards on environmental claims.
Q: How has the regulatory landscape around sustainability impacted Mastercard’s communications strategy?
Regulatory changes, especially in Europe, have been instrumental. They push us to be more precise in our messaging. We’ve shifted from vague terms like ‘green’ to be specific about the impact we’re making, like reducing first-use PVC plastics in our cards, embracing these guidelines globally.
Q: What trends do you see shaping sustainable communications across industries today?
We’re moving from doom-and-gloom messaging to optimism. The future of sustainability communications will likely be characterized by increased personalization and interactivity. As technology advances, we’ll see more targeted messaging and interactive platforms that engage stakeholders on a deeper level.
Additionally, storytelling will continue to play a crucial role in inspiring action and fostering sustainability mindsets across diverse audiences.
Q: Looking ahead, what do you foresee as the most significant challenges and opportunities in climate and sustainability communications?
There’s an increasing urgency surrounding climate change, demanding immediate action and clear solutions. However, companies can also lead by providing transparent and engaging communications. Making sustainability relatable and actionable has a lot of power, further underscoring the potential for companies to drive meaningful change by aligning sustainability with consumer needs and aspirations.
