How to talk about sustainability

Did you know? Most of us are not driven by eco motives, we’re driven by personal benefits or ego motives. Think of saving money, eating healthier, buying higher quality. Just to name a few. In other words, if you want to reach the mainstream, talk to the mainstream. Move away from messaging that highlight the eco-benefits of your actions and start to focus on the ego-benefits. For example, renting white goods is great to keep resources in the loop, but it also saves money, provides comfort, and reliability. Or do you want more people to take the train? Emphasise how it creates a moment just for themselves. Can you think of more examples?

If you’re reading this blog, you’re likely a little sustainability nerd. So you may know this feeling: you start talking about ESG, sustainability, climate crisis…you lost 90% of your listeners. The word “sustainability” often doesn’t resonate with people. For some, it feels abstract or even negatively loaded. People associate loss or restrictions with sustainability. So, swap the jargon for a language that matches your audience’s world. Think: tastier, safer, smarter. When you meet people where they feel heart, you open the door to real engagement.

Facts don’t move (most) people. Feelings do. If you want your audience to act, don’t just give them the data. Tell them a story that they connect to. Show them the humans behind your climate targets, the local farmers you work with, or the impact of small daily actions. Make it visual, emotional, and grounded in the real world. Inspiration is the way to real transformation.

Authenticity builds trust. That means being  proud of your sustainability wins but also being transparent about your setbacks. Don’t shy away from communicating your challenges. Acknowledge what’s still in progress, and what has failed. To give your audience a clear perspective, make sure to also share your long-term vision – the promise or your why. After all, no one will believe you if you make sustainability sound easy. It’s not – and it shouldn’t be. But showing your commitment to keep improving, and being transparent along the way, is what inspires others to join you on the journey.

Sustainability isn’t a side project. It should be woven into your brand’s identity. Ask yourself: what are our founding values? Why do we exist? Reconnect with your organisation’s DNA and use that to build a sustainability story that’s truly yours. When done right, sustainability stops feeling like a checklist, and becomes a natural to who you are as an organisation. And trust us, once you found that sweetspot, there is almost no way to fall into the trap of greenwashing.

Where are you headed? Share your “dot on the horizon”: a clear and compelling vision of the future you want to help create. This gives direction to your sustainability journey, but it also inspires others to join in. Make it concrete, hopeful, and above all, share it! People are more likely to act when they know where the story is going. Think of Tony’s Chocolonely or Patagonia as prime examples.

At a time when greenwashing concerns are high and attention spans are low, these six principles can help you cut through the noise and communicate sustainability with clarity, heart, and purpose.