When people hear “sustainability,” many now wince and brace themselves for the same old spiel. That scepticism isn’t cynicism without a reason: it’s a learned and, dare we say, natural response to vague claims and shifting definitions of today. The solution? Rather than shouting louder and adding more buzzwords, it’s now about telling clearer stories that are governed well, backed by evidence and written in simple everyday language.
This mindset shift, however, starts from within.
Sustainability teams want to share progress. Marketing wants a message that lands. Legal worries about what stands up under scrutiny. If these messages don’t get consolidated, there are two bad outcomes: statements that overreach, or statements so diluted that they actually end up saying nothing at all. Either way, it always ends with the same fate – people zoning out.
Why audiences are tuning out
It’s important to understand that many reasons are at play here. Perhaps the most obvious that impacts every piece of messaging is the ambition versus defensibility paradox, and the technical translation gap.
Firstly, bold, future‑facing promises come up against the burden of requiring evidence today, whilst, secondly, real-time progress is packaged in lab speak that the layman typically cannot even begin to understand what it means. When these two elements are combined, messages feel either too fluffy or too dense. And that’s a big problem.
That’s why the fatigue is starting to become real, and extremely understandable. People have seen and heard everything before, therefore are now able to spot “bold” or “over-ambitious” claims that don’t really mean anything to them. It’s this desensitisation that needs breaking through.
The regulatory guardrails not to be ignored
Now, it wouldn’t be right for us to discuss this topic without outlining the regulations that need to be followed when dealing with sustainability claims. Here’s what you need to know for communicating your sustainability credentials correctly and, most importantly, without ambiguity.
- The CMA Green Claims Code sets six principles that should shape every claim. Be truthful and accurate, clear and unambiguous, don’t hide key information, make fair comparisons, consider the product/service’s full life cycle, and substantiate what you say. These apply across all sectors and channels.
- The ASA/CAP rules go further in in the advertising world. General “green” claims will be read as covering the whole lifecycle unless you clearly limit them, and you’ll need robust evidence for objective claims. If you can’t justify a broad claim, make a narrower, more specific one, and be clear on the guidelines.
- For financial services, the FCA’s Anti‑Greenwashing Rule requires sustainability references to be fair, clear and not misleading, and consistent with the product or service’s actual characteristics.
Ways to make sustainability communications fresh and relevant
By focusing on the regulations listed above, it sets out a clear framework to align your communications. With the foundations laid, you can then focus on how to make your sustainability communications clear, new and relevant. Getting it to break through the noise and earn the trust of your stakeholders will help to grow your reputation and pay dividends in the long run.
Here are our five ways we recommend doing exactly that:
- Human stories
It sounds simple, but put real people at the centre. Maybe the engineers who redesigned a process, suppliers who shifted materials, or communities who saw a benefit. As the age-old saying goes, people buy from people; so it’s important to humanise it in a way that sells. - Visualise the technicals
Turn your confusing analysis or pie chart into a simple diagram, 45‑second explainer, or side‑by‑side benchmark. Pair every claim with a visible “receipt” that is understandable and clear. Not only does this cut through, but it also aligns with CMA/ASA expectations on clarity, substantiation and lifecycle context. - Interactivity
Interaction with audiences encourages them to get involved and find their own entry point – think quizzes, sliders and micro‑calculators. These are memorable and help stakeholders self‑diagnose where to act first. - Solution‑first framing
PLEASE don’t lead with doom! Show the mechanism of the solution, the next small step a stakeholder can take, and the near‑term outcome. It needs to have the fine balance of positivity with realism. - Plain English, always
“100% recycled aluminium in the frame” beats “more sustainable materials” every single time. And, in our opinion, it actually sounds better, too. That’s why we’d always suggest writing for the smartest 14‑year‑old you know. If it can’t be explained simply, it isn’t ready to claim publicly.
We urge you to put it to the test now. If an existing claim wouldn’t satisfy CMA’s “substantiated and clear” guidelines, or ASA’s lifecycle expectation, it shouldn’t go out. Be honest with yourself and scrutinise what you’ve already got. If you’re worried it doesn’t stand up, speak to us!
Campaigns that overcame fatigue
Channel 4 reframed the story of the Paris 2025 Olympic Games from impairment to elite performance, creating an honest and meaningful approach that resonated. This resulted in a 22% increase in viewership compared to Tokyo 2021.
The Chew Plants not Plastic campaign was a bold and strategic approach, aimed at banning plastic chewing gum. This involved an open letter to Government, and a lobbying attempt that created headlines. It even won the PR Week Award for ‘Best Environmental Purpose Campaign’ in 2025.
A final word
Do less, better. One honest claim, which is well told, will outrun a dozen slogans. Every. Single. Time.
And most of all, it will still look credible when the CMA, ASA or FCA read it as closely as your customers do.
If you’d like us to examine your sustainability messaging, get in touch.
