Why Talking About Your Sustainability Work Matters.
Many organisations are already well on their way with their sustainability journey. They are improving how they source materials, reducing waste, supporting their communities and finding smarter ways to operate. Yet not all are talking about it.
Communicating your sustainability journey is not about self-promotion. It is about showing that you care and that your values align with those of your clients and partners. Sharing your progress helps people understand that your business is serious about making a difference. In a world where people increasingly choose who they work with based on shared values, that message matters.
According to the PwC 2024 Voice of the Consumer Survey, 80% of consumers are willing to spend an average of 9.7% more on sustainably produced or sourced goods, even amid cost-of-living and inflationary concerns. This shows just how strongly sustainability influences purchasing decisions and the importance of communicating the positive actions your company is taking.
Building Trust and Strengthening Relationships
Talking openly about your sustainability efforts builds trust and credibility. Clients and stakeholders want to know that the companies they work with are responsible, transparent and committed to progress. When you communicate your actions and goals honestly, you give people confidence that your sustainability commitments are real.
This can also make a real difference when clients are deciding between you and a competitor. If they see that your company is not only delivering quality work but also helping create positive change, they are more likely to choose you. Your sustainability story becomes part of what sets you apart.
Employees also notice. Research by PWC found that 65.5% of employees say sustainability commitments increase their loyalty to their employer. When your team believes in your purpose, they become stronger advocates for your business and help reinforce your reputation externally.
The Ripple Effect of Sharing Good Work
When you share your sustainability story, you do more than enhance your reputation. You create momentum. Your work can inspire other companies to take similar steps and show that progress is possible for everyone, regardless of size or sector.
This ripple effect helps raise the overall standard of sustainability across industries. By leading through example, your company becomes part of a wider movement that drives real change. Effective sustainability communication plays a central role in influencing both stakeholders and peers, helping businesses move from compliance to real impact.
Sustainability and Profitability Go Hand in Hand
Clients and consumers increasingly want to invest in and buy from companies that reflect their values. When your sustainability story is clear and authentic, it becomes a reason for people to choose you, stay with you and recommend you to others.
Be Honest About the Journey
Sustainability is a continuous journey, not a finished project. The most effective communication is open and transparent. If there are areas you are still working to improve, say so. Being honest about challenges shows integrity and accountability.
People respect companies that acknowledge what still needs work while showing commitment to progress. It makes your story more human, relatable and believable - and that builds trust.
Your sustainability journey is worth talking about. Sharing your good work builds trust, strengthens relationships and sets your company apart. It also encourages others to act, creating a positive ripple effect that extends beyond your own business.
When you communicate your sustainability story with honesty and confidence, you show that profit and purpose can grow together - and that progress is something to be proud of.
About The Author
Gabriela de Paula is the Managing Director and Co-Founder of Canopy Creative, a Dublin-based creative agency specialising in sustainability communications and storytelling. She works with businesses, non-profits, social enterprises, and public bodies to help them communicate their sustainability impact with clarity, authenticity, and creativity. Through strategic campaigns, content, and visual storytelling, Gabriela supports organisations in translating complex sustainability goals into messages that engage, inspire, and drive real-world change. Visit Canopy Creative…
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