Sustainability comms: “If it's not regular, you're not doing it right”
For the second article in our series on effective sustainability comms, experts Thil Sathyamoorthy and Adrian Segens explain why a start-stop approach to sustainability comms isn't effective – and how a continuous content strategy can build stakeholder engagement.
Sustainability is not a one-off event, it's an ongoing journey – and one that businesses should be communicating every step of the way. Continuous updates on progress (as well as the setbacks) will demonstrate that your brand genuinely wants to improve its environmental impact.
More often than not, however, organisations are stuck in an outmoded, start-stop comms model – relying on the hefty (but often impenetrable) annual sustainability report or similar set-piece outputs to tick the 'green content' box.
At a time when the issue of climate change is so high on the public agenda, this is a luxury that firms with reputations to protect can ill afford. Corporate comms teams must be able to demonstrate an ongoing commitment to sustainability through frequent and meaningful updates – or run the risk of their efforts looking, at best, half-hearted and, at worst, open to accusations of greenwashing.
Sustainability should be an “ongoing comms cycle”
Having worked for companies such as BlackRock and Baringa Partners in sustainability transformation, consultant Thil Sathyamoorthy explains that taking a long-term view of climate impact is key to generating consistent ESG coverage. “The time horizon is the biggest challenge at the core of climate action – it has to be approached as a multi-generational problem. In a lot of cases, companies are just not set up organisationally for a long-term timeline,” he says.
For Sathyamoorthy, consistency in sustainability communications is essential. “If it's not regular, you're not doing it right,” he adds. In future, companies who publish one-off sustainability content will struggle to remain relevant. Viewing sustainability as an “ongoing comms cycle” is the first step to success, Sathyamoorthy says, adding that brands must also commit to annual sustainability reviews.
Segens explains that there is a “very sound marketing reason” for regular sustainability output. Beauty brand L'Oréal publishes regular sustainability communications.
L'Oréal is one firm maintaining this approach. The beauty giant publishes a consistent stream of sustainability communications through its 'L'Oréal for the Future' initiative, setting out clear, long-term commitments for environmental and social impact. Amazon takes a similar approach to continuous comms through its 'Climate Pledge' initiative.
Sharing regular updates on progress toward net zero enables both brands to be more transparent with their environmental efforts and build good engagement with customers, investors and stakeholders.
Engaging consumers and maintaining market position
Publishing a steady stream of sustainability content can enhance a brand's environmental and financial reputation. With trust in industry efforts to address climate change low among UK consumers, according to YouGov data, a continuous comms strategy can help businesses to highlight genuine commitments to sustainability and improve brand image.
Technology company Amazon has published several pieces of content relating to its Climate Pledge.
Adrian Segens, a Sustainability Tech Consultant, says that “sustainable companies tend to be more successful companies”. Segens, who founded start-up consultancy Leveller Tech, adds that there is a “very sound marketing reason” for regular sustainability output. “The public are looking to be reassured by the brands that they trust... and are increasingly aware of the environmental impact of products,” he says. “Companies really need to think about how they stay in touch with customers in order to retain that strong market positioning.”
Consumer loyalty aside, Segens explains that frequent sustainability comms are crucial for attracting investment. “Regulations like the EU's Corporate Sustainability Reporting Directive (CSRD) and other ESG reporting formats show just how important sustainability engagement is for financial institutions.”
Failing to deliver a powerful comms strategy could limit a company's financial growth and potential, Segens says. “If you are not openly considering how to tackle environmental risks in the future, and reduce emissions, large investors won't be interested in your company because you're not thinking strategically,” he adds.
Circular sustainability comms
The circular economy, where materials are continuously reused and regenerated, must also play a key role in regular content output. With consumers on high alert for corporate greenwashing, companies must explain how they adopt environmentally friendly practices to prolong a product's lifespan. “You're no longer in a position where your supply chain is what's behind you – your supply chain is what's in front of you as well,” Segens says.
A regular drumbeat of sustainability content will help marketing teams promote circular practices and demonstrate product durability over time. This approach will also satisfy key stakeholders in the long run, according to Segens. “Customers need to see that you're making progress and investors are more impressed by a company that is not solely reliant on the sale of new products for growing revenue.”
Companies should take inspiration from internal business processes, applying a circular comms approach to keep stakeholders engaged. Sathyamoorthy recommends that companies develop “a long-term, five-year narrative, and then build a rhythm around that on a yearly basis”. Creating an annual sustainability report, combining “data, visuals and human stories”, should be central to this approach. Brands must also deliver effective comms, alongside annual reports, allowing them to react to industry news and regularly spotlight key company initiatives.
Building a sustainable comms strategy
As companies grapple with environmental challenges and innovative business solutions, regular, forward-looking communications will be crucial for maintaining stakeholder trust and market positioning.
In the long run, Sathyamoorthy says that this style of comms will incorporate sustainable action into a company's DNA. “[Tracking your] environmental activity will eventually become part of your company's history,” he concludes.
Public and business attitudes to the environment and climate change, Great Britain: 2024, Office for National Statistics
This article was last updated on 20 January 2025.