Most audiences have become very good at spotting climate falsehoods. They might not know the ins and outs of how to measure Scope 3 emissions, or the technicalities behind carbon offsetting, but they can definitely tell if something feels off.
As a design agency that works with B Corps, charities and businesses genuine in their effort to do good, we see this tension time and again. Organisations want to talk about their sustainability efforts (rightly so), but they equally worry about saying the wrong thing, claiming someone else’s impact or being accused of hypocrisy. The result is often vague language, boring claims and sustainability pages on websites which don’t end up saying very much at all. (We could write a whole separate article on Greenhushing!)
Audiences aren’t craving perfection, however, they’re looking for transparency – and it’s this vagueness which often erodes brand trust. People understand that your business hasn’t saved the planet yet, and they aren’t expecting it to. For your audience to totally trust you, you need to be open about where you are, what you’re working on, and what’s still hard.
The issue with greenwashing is not that people dislike ambition, it’s that they can’t trust claims that aren’t backed up. Pictures of green leaves and buzzwords like eco-friendly and planet-first without context can trigger skepticism, whilst raising more questions than they answer. Comparatively, a brand that says ‘this is what we want to do and here is where we are struggling’ feels refreshingly human and accessible.
In our experience, the most effective climate and impact-focused communications share a few things in common:
They’re specific.
Instead of ‘we care about the environment’ they talk about why they care, and how this care shows up in their day-to-day work, and even how it links to their organisational values. Even providing just one example of an initiative can back up what you’re saying.
They are open about trade-offs.
Every organisation operates within constraints, whether that’s time, budgets or regulations, and no business can do it all. By stating your challenges from the outset, your audience understands the landscape you’re operating in.
They use plain language.
Communications about sustainability doesn’t (and shouldn’t) sound like a policy document or academic paper. The more jargon heavy it becomes, the harder it becomes to understand, and the more it feels like it’s hiding something.
They invite accountability.
They regularly share timelines, certifications and targets, and aren’t afraid to share the data to back their work up. Even if the number isn’t exactly where you want to be, audiences want to see that sustainability is an ongoing practice for you.
For brands doing good, the goal isn’t to shout louder, it’s to choose the words more carefully. Transparency doesn’t mean oversharing or even sharing everything; it means aligning where you are now with where you want to be and not being afraid of the gap between the two.
The world is becoming increasingly saturated with climate messaging, and it’s unlikely that this will change at any point soon. Trust can be the real differentiator for your organisation, and it’s built through clarity, consistency and confidence to tell the truth – even if it’s a little bit messy.
Want to talk about your squiggly sustainability journey, or have questions on how to talk about your impact?
Ruth Davis
As the Strategic Engagement & Impact Lead and Co-Founder at Oxygen, I specialise in building strong partnerships, leading high-impact projects, and guiding organisations on how to embed sustainability into their communications and strategy. With a Master’s degree in Sustainable Development and a background in strategic and digital communications, I’ve worked with a wide range of organisations – from climate-focused startups and B Corps to membership bodies and community development charities. My experience spans brand development, messaging and strategy, and website projects, all with a clear focus on purpose and impact. At the core of my approach is collaboration. I’m passionate about aligning big ideas with practical action, helping teams turn values into value and purpose into progress.
