3 changes that are reshaping how businesses communicate their impact
Sustainability marketing is entering a new phase.
What was once a “nice to have” or a specialist add-on is fast becoming a core business capability.
Shifting regulations, higher operating costs and more informed customers mean that sustainability will soon sit alongside price, quality and service as a deciding factor.
These three changes are reshaping how businesses communicate their impact.
Firstly, credibility outweighs creativity. Bold sustainability claims without evidence will struggle to gain trust. Customers, partners and procurement teams increasingly want clarity: real numbers, clear explanations and honest progress updates. Marketing teams must work closely with operations and finance to ensure messages are grounded in fact, not aspiration.
Secondly, sustainability stories are becoming shared stories. Businesses are being judged not just on their own practices, but on the suppliers they choose and the partners they work with. This shift from individual brand claims to supply-chain narratives opens opportunities for collaboration; particularly for businesses that can show how they contribute to a broader, lower-impact system.
Thirdly, sustainability is playing a bigger role in attracting and retaining people. Employees, especially younger ones, want to work for organisations that align with their values. Marketing that clearly articulates purpose, progress and priorities supports recruitment just as effectively as it supports sales.
Rather than seeing this as extra pressure, businesses can view these changes as an opportunity to lead with practical action. Progress doesn’t need to be perfect - it needs to be genuine, consistent and communicated well.
A simple starting point:
Ask your team what change you’d like to be known for in two years’ time. Use that answer as a filter for decisions you make today. Over time, those decisions become your most powerful marketing asset.
Interested in knowing more? Discover how Chovil & Thake’s Compliance Marketing Playbook can help your organisation grow in confidence without the greenwashing risk.