For this week’s Good Business interview, Jo Sutherland spoke with Robb Cunningham, marketing and communications manager at Clean Growth UK, which helps organisations develop net zero strategies.
Let’s start with an introduction – tell us a bit more about you and your career?
I began my journey in sustainability around ten years ago. A pivotal moment was when I lived in an off-grid cottage. We had mains water, but all our energy—from heating to boiling a kettle—had to be generated ourselves, using solar panels, wood, and coal in an AGA stove.
This really opened my eyes to the energy demands of even a simple lifestyle. For example, while boiling a kettle in a typical home takes only seconds with the flick of a switch, for us, it would take two or three hours. First, we’d have to light the fire and let the stove heat up, then wait half an hour for the kettle to boil.
This experience showed me how disconnected we are from the energy impact of our daily routines. This set me on a career path in sustainability. I began as a project manager at the University of Brighton, working on a green innovation network that helps businesses develop sustainable products and services through academic partnerships.
I later moved into marketing and communications, focusing on sustainability, which was niche at the time but has since become mainstream. Now, it’s about helping all types of businesses communicate their sustainability strategies effectively.
How do you define sustainability storytelling, and why is it so important for businesses today?
Sustainability storytelling is about communicating your sustainability strategy and progress in a way that goes beyond just stating facts. It’s about crafting a narrative that resonates emotionally, draws people in, and creates real engagement.
This is essential because we need to reach as many people as possible, as quickly as possible, to drive climate action. People often trust businesses with their money and develop brand loyalty, which gives businesses a unique position of influence. By communicating sustainability efforts compellingly, companies can drive awareness and behaviour change on a large scale.
What are some common challenges companies face when trying to balance authenticity with the pressure to appear ‘green’ in their marketing communications?
Marketing often aims to amplify positive aspects, which can create a paradox when it comes to authentic sustainability communications, where transparency is key. This means acknowledging areas where a company may still contribute to environmental harm.
This honesty can be a real challenge, especially when competitors may overstate their green credentials. But the benefits of authenticity are significant—open, honest communication builds trust and long-term loyalty, as customers appreciate transparency.
Could you share examples of companies that have effectively avoided greenwashing while maintaining a strong sustainability narrative?
Vivo Barefoot, a shoe company, is a great example. They’re transparent about both their successes and challenges in sustainability. They openly discuss their use of recycled materials but also admit that some models still contain up to 56% virgin plastic. Rather than hiding this, they’re committed to reducing their plastic use over time.
This level of honesty is powerful because it shows they’re serious about solving the issue. They measure progress, report it publicly, and encourage accountability by inviting people to check back on their progress. This transparency builds credibility and trust in their sustainability efforts.
How do you recommend companies avoid ‘greenhushing’ and instead promote their sustainability efforts openly without overstating their progress?
Greenhushing, where companies avoid communicating their sustainability efforts out of fear of greenwashing accusations – or because they’re at the beginning of their journey and don’t have much to say – can hold back genuine progress.
Companies shouldn’t wait for perfection to communicate their efforts. It’s about sharing where they are on their journey—the achievements, challenges, and future plans. If you’re genuinely committed and working to improve, it’s worth sharing that journey.
What are the benefits of strong sustainability storytelling when it comes to tender opportunities?
Sustainability is becoming a significant differentiator in business, driven by both consumer demand and regulatory pressures. Research shows many consumers are willing to choose sustainable options, even if they cost a bit more.
This is crucial for tenders and contracts, as larger companies increasingly prioritise suppliers with strong sustainability strategies that align with their net zero goals. Communicating sustainability effectively improves tender prospects and strengthens a company’s market position.
What role do you see storytelling playing in combating scepticism towards ESG and sustainability claims?
Storytelling is crucial in creating an emotional connection, which is far more effective than presenting people with stark, doom-laden climate data. Sharing stories about tangible positive impacts—on the environment, communities, or business—makes the message more relatable and memorable.
For example, Tomsetts Distribution is a haulage company in Newhaven that switched to electric forklifts. Doing so reduced carbon emissions, decreased noise pollution, and created a cleaner environment for their employees. Stories like this reach a wider audience, as they focus on broader, relatable benefits.
How can small businesses, with fewer resources, integrate sustainability into their brand messaging effectively?
Small businesses don’t need a large budget to communicate sustainability. Start by listing all the sustainable practices in place—such as using a green energy supplier or reducing waste. Then, weave these into regular content. For example, you could highlight a sustainability initiative in one in every four or five social media posts and discuss the impact it has had.
Keeping it simple and authentic can often be more relatable than polished content. You can even engage your audience by asking for input or sharing challenges, creating a conversation around your efforts.
What metrics or indicators should businesses use to measure the impact of their sustainability storytelling?
Sustainability storytelling should be treated like any other marketing activity, so you should monitor social media engagement, website traffic to sustainability pages, and product sales. Customer feedback is also essential—getting direct input can help businesses understand what resonates and where improvements can be made.
Why is it important for businesses to communicate their sustainability journey now rather than waiting?
A big reason is that history shows us how quickly the landscape can shift. Think of the digital revolution in the late ‘90s and 2000s: brands like Blockbuster and Woolworths didn’t adapt quickly enough, and they disappeared.
Today, net zero is enshrined in UK law—it’s going to happen, it’s just a matter of time. Businesses that don’t get on board or communicate their commitment will struggle to survive in the long run. Don’t be the next Woolworths.
What advice would you give marketers to effectively communicate their sustainability efforts?
Think about what’s important to your audience on an emotional level and weave that into your sustainability communications, such as protecting the planet for future generations or taking pride in their local environment.
Also, it’s important to familiarise yourself with the Green Claims Code and understand what greenwashing really means. It’s not just a regulation; it’s full of valuable communication principles. These include being honest, providing context, supporting claims with data, and showing the full picture rather than cherry-picking only the positives and ignoring the negatives.
What role do businesses play in driving sustainability and influencing consumer choices?
Businesses have an enormous role to play as they generate significant carbon emissions and because of their influence over people’s lifestyle choices. Big brands like Patagonia have influenced how people think about sustainability, helping shift perspectives towards a more eco-conscious mindset.
Tesla has done something similar, making electric vehicles desirable and shifting public perception around EVs. By telling genuine sustainability stories, businesses can influence how consumers think, shop, and live, which is incredibly powerful.
Follow our Good Business Campaign
Find out more about our Good Business campaign here, and and read our previous interviews:
- Alan Stenson, Neutral Carbon Zone Q&A
- Sebastian Bachelier, Living Wage Foundation Q&A
- Andrea Charlson, Madaster UK Q&A
- Guenaelle Watson, 360 Workplace Q&A
Would you like to get involved? Email jo@magentaassociates.co.
