What is sustainability storytelling and why is it important?

Sustainability is not just a buzzword. It’s a necessity. And the role of marketing in driving sustainable actions is critical. Recent insights show that sustainability storytelling is on the rise.

Could that be because of, or the reason why, more than half of individual investors are increasing their allocations to sustainable investments? Either way, with the growing emphasis on ESG practices, strong communication strategies around sustainability are key.

The power of sustainability storytelling

Magenta’s senior account manager Greg and I attended Clean Growth UK’s sustainability storytelling workshop last week. The more we share sustainability efforts, we were told, the quicker climate action becomes mainstream.

It’s about inspiring and educating customers, industries and stakeholders at large. If businesses fail to communicate what they’re doing, they miss out on the operational and reputational benefits that come with being known for ethical and sustainable business practices.

What is greenwashing and greenhushing?

But it’s not just about sharing, of course. It’s about being mindful and critical of what is shared.

Greenwashing is where companies give a false impression of being more environmentally friendly than they are, intentionally or otherwise, and is a significant challenge in the sustainability space.

To combat this, businesses should adhere to the Green Claims Code, introduced in 2022, which makes greenwashing illegal.

The key principles include:

Claims must be truthful and accurate.
Clear and unambiguous language is essential.
Full product life cycles should be considered.
Avoid cherry-picking data and always provide robust context.

Brands can avoid misleading claims and build consumer trust by following these guidelines.

Another trend to watch out for is greenhushing, which is where companies under-report or hide their sustainability credentials (or lack of) from the public.

This tactic is equally unhelpful as it stifles the opportunity to inspire others and create meaningful change. Instead, companies should communicate their sustainability journey openly, showcasing progress without the pressure of perfection. It’s about acknowledging imperfections and demonstrating a commitment to improvement.

What are tips for great sustainability communications?

The foundation of excellent sustainability communication involves:

Explaining your “why”.
Considering your audience’s values, such as family, future generations, and innovation.
Telling compelling stories that are aligned with your brand.
Using creative approaches to engage your audience and showing that imperfection is part of the journey.

A brand like Vivobarefoot, self-described as “a minimalist running shoe company”, sets a great example by openly admitting they are not yet a sustainable company (emphasis on the ‘yet’) but are taking steps in the right direction (excuse pun), demonstrating transparency and authenticity in their messaging.

How to use channels effectively

For marketers, it’s crucial to ensure sustainability is not just a one-off mention but is integrated across all communication channels. Website hierarchy should prioritise sustainability, ensuring visitors can easily find relevant information. Social media should be used to spread stories of progress, no matter how small, to build an ongoing narrative that showcases the brand’s commitment to making a difference.

Ultimately, sustainability storytelling is a journey. Brands that embrace transparency, creativity, and education in their messaging will not only build trust but also inspire broader change.