Sustainability is a strategic pillar for contemporary organizations. However, communicating this commitment in an authentic and credible way represents one of the main challenges in public relations and corporate communication.
At LF Channel we understand that today, audiences are increasingly aware of the importance of corporate sustainability and, as a result, more critical, making authenticity no longer optional, but essential. Organizations must now demonstrate their commitment to sustainability with tangible actions; aspirational statements alone are no longer enough. For this communication to be effective, it requires transparency, consistency, and a willingness to share not only achievements, but also the challenges encountered in pursuing corporate sustainability.
Keys to credible sustainable communication
In our experience as a communication consultancy, we have found that honesty generates greater credibility than narratives that imply perfection, making this an approach to consider carefully when designing a real, and therefore effective and credible, communication strategy. Below are some key points for implementing it.
- Adopt a narrative of progress, not perfection
Companies should communicate their sustainability as an evolution, sharing the challenges they encounter along the way, the lessons learned, and also the opportunities. This approach creates a stronger emotional connection and greater credibility than presenting an image of unattainable ecological perfection.
- Integrate sustainability into corporate identity
Sustainable communication should be integrated across the company’s communication strategy. The message must be present and consistent, from media relations to content created for social media or internal communication and supported by concrete actions throughout the organization.
- Provide verifiable data
Sustainable communication campaigns should be supported by objective metrics and recognized certifications. Tools such as EcoVadis assessments provide credibility by quantifying performance across different areas of the company’s impact. These external certifications offer independent assurance, significantly strengthening the corporate narrative.
- Use emotional and human storytelling
Personal and real stories resonate more than cold numbers and statistics. Humanizing the sustainability message with testimonials, impact stories, and/or visual narratives significantly increases engagement and makes it more memorable. As we have explored in other articles on our blog, authentic storytelling is essential for building corporate reputation.
- Engage the community
In terms of sustainability, the most effective public relations strategies are those that actively engage the company’s key stakeholders, such as employees, customers, suppliers, and local communities. This involvement not only enhances sustainability efforts but also creates genuine connections and authentic brand ambassadors who amplify the message organically.
The role of public relations in sustainability
Those of us working in communication have the responsibility to lead the narrative toward a more sustainable future, which involves communicating the green initiatives of the companies we work with, but also challenging them to raise their standards and ensuring that their commitments translate into verifiable actions aligned with their messages.
In addition to our own corporate culture, at LF Channel we have experience working with sustainability leaders such as EcoVadis, a global platform for corporate sustainability ratings, which allows us to gain a deep understanding of the nuances of authentic and effective green communication, discover more in the EcoVadis success story. These types of collaborations have shown us that rigorous measurement and transparent communication are essential in an effective sustainability strategy, as sustainability assessments provide the necessary foundation to develop credible narratives that can withstand public scrutiny and the risks of greenwashing.
Greenwashing: the main obstacle to credibility
Greenwashing represents one of the most significant threats to authentic sustainable communication. It is a misleading practice that involves creating an eco-friendly image through marketing and communication strategies without real reflection in sustainable actions, and it has devastating consequences both for the organizations that engage in it and for those making genuine efforts.
Such actions have such an impact that the European Union regulated them in its Directive 2024/25, aiming to empower consumers in the ecological transition by providing greater protection against unfair commercial practices.
From a public relations perspective, greenwashing generates:
- Erosion of trust: once this practice is identified, corporate reputation is damaged irreparably.
- Widespread distrust: skepticism spreads toward any sustainable communication.
- Market distortions: genuinely committed companies lose their competitive advantage.
- Reputational and legal risk: fines, sanctions, and communication crises that can compromise the viability of the company engaging in these practices.
Building trust through transparency
Ultimately, authentic sustainable communication comes down to a fundamental principle: trust is built with actions, not words. Organizations that communicate their environmental efforts honestly, acknowledge their limitations, and demonstrate continuous improvement are the ones that stand out in a market saturated with green messages.
When designing communication and public relations strategies, this represents both a challenge and an extraordinary opportunity, as it allows organizations to develop authentic narratives that enhance their reputation and contribute to building a more sustainable future out of genuine commitment.
