If you’re a business owner, staying on top of sustainability—and how you communicate about it—is a must. Today’s consumers are more eco-conscious. They check whether products are recyclable, biodegradable, or made using sustainable practices. That means your communications should reflect this whether you’re selling products, using them, or offering services.
This guide will help you feel more confident in your sustainability messaging and communicate clearly and authentically with your customers.
What is sustainability communications?
Sustainability communications is how businesses share their sustainability efforts and commitments with stakeholders. This includes your customers, staff, suppliers, investors, and the wider community.
When done well, it can:
- Inform people about your values and actions
- Build trust and loyalty
- Boost your reputation
- Inspire positive change
Getting it right matters. Effective sustainability communication can take the form of reports that outline your goals. Social media content showcasing your initiatives, and website updates that bring your community along for the journey.
There are some pitfalls that you need to be aware of and avoid in your communications:
Greenwashing, Greenhushing, Greenwishing
Greenwashing is when businesses exaggerate or mislead people about how sustainable they are. It takes the form of misleading wording, misleading imagery, and missing information.
Greenwashing can include:
- Making unfounded or unprovable statements
- Claiming to have reduced the company’s carbon footprint
- Emphasising a green programme while hiding unsustainable practices
- Claiming to be “the most” eco-friendly company/product in any market
- Advertising green products without making any changes
The Sustainable Business Network reported at a Communicating Sustainability Masterclass that kiwis find sustainability communication confusing and dishonest.
- 63% of kiwis find sustainability messaging confusing
- 49% think it’s dishonest
- 71% say it’s hard to tell which products or services are genuinely good for the environment.
Greenhushing is when a business stays silent about sustainability work to avoid saying the wrong thing. But staying quiet can mean missing out on opportunities to build trust.
Greenwishing on the other hand is setting ambitious sustainability goals – but they need to be realistic. IKEA, for example, aimed for zero-emissions deliverables but didn’t meet the target. They were able to turn this around by being transparent, resetting their goals, and communicating openly – earning continued trust.
Practical Tips for Clear and Honest Sustainability Communication
To communicate your sustainability efforts with clarity and credibility, keep these practical tips in mind:
- Be authentic your sustainability messaging should align with your brand values.
- Know your audience by tailoring your message to resonate with them.
- Use plain language to ensure your message is accessible to all.
- Be specific explain your claims and avoid vague or sweeping statements.
- Support your claims with credible evidence and consider recognised certifications (e.g. B Corp, Toitū).
- Avoid misleading imagery that could give a false impression of your impact.
- Develop a communications plan and use effective storytelling to highlight how your actions benefit the environment and community.
- Engage regularly with stakeholders, including mana whenua, communities, NGOs, and experts, to strengthen your outcomes.
- Report on progress clearly and consistently – share updates in sustainability reports and on your website.
- Avoid greenwashing or greenhushing – aim for honest, balanced reporting that aligns with common frameworks and standards.
Sustainability isn’t about being perfect – it’s about being real. The more open and honest you are, the more your audience will believe in the direction you’re heading. The best way to talk about sustainability is to have a plan and take meaningful action. You then report on progress and monitor successes as well as challenges.
Want help shaping your sustainability story?
Get in touch sandragroves@firstchapter.co.nz —I’d love to help you find the right words to build trust and make a difference.