'No strategic marketing program can overcome a lack of investment in truly sustainable solutions'

When leaders must prioritise, sustainability often becomes a “nice-to-have” rather than a necessity. Inflation, supply chain issues, and geopolitical pressures intensify the focus on more apparent immediate concerns. But this view misses a key truth: sustainability underpins many of the solutions we seek—stable economies, reliable resources, and long-term security. In this moment of disruption and volatility, a strategic marketing and communications approach can reinforce the value of sustainability as a driver of short- and long-term business objectives.  

However, in today’s media environment, shaped by heightened scrutiny on green claims and proof of sustainable impact, no strategic marketing and communications program can overcome a lack of investment in truly sustainable solutions that transform how products are sourced, produced, distributed and used by consumers. And younger generations are quick to demand consumer brands to do better and are willing to give their loyalty and spending power to those that do.

That’s where creators, advertisers, designers, and storytellers can play a much-needed role in connecting consumers to the sustainable story behind the brand in ways that speak to their core values. After all, marketers and communicators have a proven pulse on how people think, feel, and act, often more powerfully than policymakers or CEOs. By cultivating sustainability fluency and embedding social and environmental impact principles into their work, they can transform what it means to live responsibly and redefine sustainable choices as something exciting, stylish, aspirational, and integral to modern life.

But to get there, we need to evolve the influence paradigm from “Here’s a product; go talk about it” to “Here’s a product; show me how it connects to the values of the consumer; let’s share its story.” Recent research shows that the value consumers seek now—primarily emotional value that is tied to personal safety, security, health and happiness—is derived from how a brand asserts its core purpose. Brands that care about the wellbeing of people and support their self-expression are being true to the values that underpin their purpose, social responsibility and sustainability commitments.

In this new era of brand purpose—one that goes beyond universal commitments to one that is calibrated to the unique values, expectations and needs of a brand’s consumers, we need a new playbook for brand communications. With this clarity, we can connect the dots between purpose, personal and promotion, applying proven techniques to create real change.

1. Link sustainability to consumer values

Consumers are increasingly holding brands to high sustainability standards, and this demand is only growing. Brands with strong sustainability commitments tend to enjoy higher loyalty. Communicators should tie sustainability to consumer expectations, demonstrating that it drives business value and builds brand trust. And over time, they can position their sustainable brands as part of an attractive, forward-thinking lifestyle.

2. Framing sustainability as a solution, not a sacrifice

For too long, sustainability has been cast as a moral choice or even a sacrifice. This narrative needs to evolve. Communicators should demonstrate sustainability as a path to emotional well-being, resilience, and security. For some consumers, it’s about feeling seen by the brand, and for other more pragmatic consumers, it’s about cost-saving and risk-reducing approaches.

3. Make it real

Digital platforms offer a unique chance to spotlight the human impact of sustainability initiatives. Visual storytelling and real-life examples can turn abstract concepts into relatable, urgent issues. Recently, the Weather Channel used immersive VFX to show what a Category 5 hurricane might look like in Florida, bringing climate impact directly to viewers. By presenting sustainability in visible, tangible ways, communicators can make it a relatable reality.

4. Form alliances to amplify credibility

Addressing sustainability challenges requires collective action, as these issues are deeply systemic. Aligning with respected organisations and initiatives, like the United Nations Global Compact or influential NGOs, allows companies to confront complex issues like climate resilience and resource equity with a united front. These partnerships aren’t symbolic; they enable shared resources, expertise, and influence, reinforcing that sustainability is a shared mission that benefits all.

5. Emphasise honesty over perfection

People respect honesty, especially when it involves navigating difficult trade-offs. Many positive initiatives are held back because of fear of not being “perfect” and facing backlash. Acknowledging these challenges while committing to sustainability builds trust and resilience. Communicators should encourage a clear-eyed view, showing that sustainability is crucial to overcoming today’s crises—not an agenda to shelve in tough times.

As we move into 2025, the global sustainability conversation will only increase as the world takes stock of progress against 2030 commitments. As marketers and communicators, we have an opportunity to influence this conversation for the better by leading movements that not only reflect the future but define it. We have the tools to move sustainability from the periphery to the centre of culture and the brands that embody it, making it not just a “nice-to-have” but a fundamental part of what it means to live well in the 21st century.