Most messages about the planet are either too vague to trust or too complicated to follow. People act when the message makes sense.
Breaking Through the Noise
In 2023, Apple released a video where “Mother Nature” stormed into their headquarters, demanding answers about their environmental commitments. The message wasn’t just marketing—it was a bold way to hold the company accountable. Apple promised to achieve net-zero carbon emissions by 2030, touching on everything from clean energy to low-carbon shipping.
This approach worked because the story made sustainability feel urgent, real, and personal.
Environmental, social, and economic issues are no longer distant concerns. These challenges shape daily life—how people work, what they buy, and the communities they live in. But understanding the issues isn’t enough. Change happens when messages connect with people and motivate action.
Strong communication bridges the gap between complex challenges and real-world solutions. Awareness alone doesn’t lead to change, but a clear and compelling message can.
Make It Make Sense
Most sustainability reports overflow with numbers and technical terms, making them hard to digest. The average person doesn’t have time to decode industry jargon. Simpler messaging ensures that key points get through.
For example, instead of saying, “Our initiatives focus on decarbonization across supply chain touchpoints,” a clearer version would be, “We’re cutting emissions at every step—from raw materials to delivery.”
Clarity isn’t just about readability—it enables action. People engage with solutions when problems make sense.
Messaging shapes behavior. Campaigns that highlight practical benefits—like lower energy bills from energy-efficient appliances—encourage action. Personal connections to sustainability lead to greater adoption of better practices.
Consider the push for reusable shopping bags. When campaigns focused on reducing plastic waste, adoption remained slow. But after stores started charging for plastic bags, the behavior shifted almost overnight. The message became personal.
The same applies to organizations. A company that communicates its impact clearly—without exaggeration—builds trust and attracts conscious consumers. Support grows when values align with real, transparent efforts.
Vague claims don’t work. Consumers, investors, and stakeholders demand specifics. Companies that openly share data on energy use, emissions, and labor practices strengthen relationships.
Transparency isn’t just about releasing numbers—it requires context. A brand claiming to be “carbon neutral” without explaining how raises more questions than trust. A better approach: “Emissions dropped by 40%, and the remainder is offset through verified projects.”
Honesty matters. Acknowledging challenges and areas for improvement fosters credibility. Progress resonates more than perfection.
Know Your People
A single message won’t work for everyone. Students, policymakers, and business leaders each have different concerns. Customizing communication based on audience priorities increases engagement.
Students might respond to content highlighting how climate change affects career opportunities. Business leaders need data-driven arguments about cost savings and efficiency. Policymakers focus on economic growth and social impact.
Emotional connection also strengthens engagement. Storytelling makes messages stick. A case study featuring a small business that cut costs through energy efficiency resonates more than a generic sustainability statement. The human element matters.
Over-promising backfires. Consumers recognize exaggerated claims, and greenwashing destroys credibility. The best approach is straightforward, honest messaging.
Goals should be defined in simple terms. Instead of saying, “We are committed to fostering an inclusive and equitable future,” a stronger message would be, “Wages are increasing, and working conditions are improving for all employees.” Specifics build credibility.
Digital content also benefits from simplicity. A long-winded report may go unread, but an engaging infographic or short video can drive action. Easy-to-digest messages spread further.
The Internet has changed how people absorb information. Social media, blogs, and interactive websites provide access to wider audiences. A well-placed LinkedIn post, a data-driven Twitter thread, or a compelling Instagram story can spark conversations and encourage action.
Apple’s Mother Nature video, designed for social sharing, turned a corporate sustainability update into entertainment. Memorable communication has a lasting impact.
At Susbridge, we help organizations cut through the noise. Whether through research, branding, or digital campaigns, our expertise makes messages clear, engaging, and action-driven. Impact starts with how the message is communicated.
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