Sustainability Communications: ensuring authentic messaging across marketing channels & PR
It has become increasingly clear that sustainability strategy simply must sit at the top of the agenda for all types of brands and businesses in 2025. The soaring number of natural disasters across the globe, coupled with 2024 marked as the hottest year since records began, and the new highs reached by rates of carbon dioxide and nitrous oxide in the atmosphere (stats from Earth.org), can all be attributed to human activity. And every one of us is responsible for future-proofing the planet for generations to come.
As if reading our minds, newly re-elected President Trump has announced that the United States will be withdrawing once again from the Paris Climate Agreement. The world’s second-largest polluter, sitting behind China alone, will join only three other countries not participating in the accord (Yemen, Iran and Libya). The move is undoubtedly worrying, with government mandates vital to the implementation of specific guidance and rulings on the promotion of sustainable practices. Two weeks ago, in their annual industry trend report, PR Week predicted that “ESG will go out the window”, and before January has even concluded the prophecy is looking concerningly accurate, in the US anyway (so far).
Leading the Charge in Sustainable PR Services
At Sandford, we strive to work with interior and architecture businesses that are striving to do better for people and the planet - those that are already leaders in their sector, and those taking the first steps to reflect on the necessary changes and adapt. As a PR and digital marketing agency, we support them in communicating their sustainability claims, milestones and future goals. There are plenty of avenues to do so, first and foremost on their websites, but also through traditional PR channels, digital communications internally and externally, and in wider marketing activities such as on social media.
We are proud to be a part of Positive Luxury’s impact network, allowing us access to their wide range of sustainability learning materials, recommendations, and advice.
We spoke to the consultancy’s Marketing Director, Jamie Moore, on the increasing appetite, and need, from brands in the luxury sector specifically to improve and cement their sustainability credentials, and to learn more about how to communicate these sustainability goals and milestones with potential clients:
Over the last 12 months we have seen a 30% increase in enquiries, which shows the desire of luxury businesses to put people and planet at the forefront of their operations. There is still a huge need - and opportunity - for improvement. With the increasing legislative shifts, together with consumer demand, those businesses who are taking positive action now will be able to capitalise on being ahead of the game. There has never been a stronger case for businesses to be more sustainable.
There are some brands who are apprehensive and barely communicate [on sustainability] at all. It’s vital to be authentic and honest - it is the only way you will build trust with your audience. This can be challenging for businesses especially if they are at the beginning of their sustainability journey, but your audience will appreciate your honesty. They not only sense if you are not authentic, they are increasingly researching to check if you are being transparent!
Not only does it matter that you communicate your green visions, social impact and future goals clearly on your website and through tactical sustainable PR to increase positive brand recall, but the result can be a notable increase in revenue, particularly within certain demographics who are redefining the commerce sector. We’ll come back to this in more detail.
So, who cares?
Encouragingly, there are a growing number of consumers who are taking the time to research businesses, supply chains, and product offerings before purchasing. However, there is still a lot to do to convince audiences that purchasing with the planet front of mind is both relevant and important.
Specific demographics seem to still see sustainability as a hindrance to living a stylish and creative life. Luxury Property Forum recently published a report that delves deep into the relationship between the prime property market and sustainability. It included a rather worrying observation that despite having the spending power to choose environmentally friendly materials in the build process and consciously designed products in the fit-out stages, UHNW individuals (of a certain age) lack “willingness to pay extra”. Currently, luxury is synonymous with specific materials and finishes, and consumers at this budget point appear less willing to opt for the unknown. Data from market research firm Mintel shows that only 20% of those within the 65 - 74 age bracket openly care about the environmental impact of their purchases (the data has been compiled from 10,000 respondents across 10 countries).
On the other hand, younger generations in the upper wealth bracket are “the most likely to make purchase decisions based on values and principle.” An increased desire to create healthier and homely living spaces more so than simply practical - spaces that marry wellness trends with stylistic principles - encourages the creation of more environmentally conscious homes. With Gen Z and millennials leading the way to a greener future, it’s essential to envision both demographics forming a key part of your marketing strategy and targeting.
How do I create and implement an effective sustainability communications strategy?
Our tips for interior brands, designers and architects looking to reflect on their approach to discussing sustainability on their website and social media channels include:
Define your commitments clearly
The public increasingly engages with brands that offer open, honest conversations about sustainability. Detailing your work in progress is much better than avoiding the topic altogether unless there really is nothing for your business to contribute on the subject - better to say nil, than spout falsities. If this is the case, perhaps it may be time to revisit your values and ethos.
By defining your commitments and providing detailed milestones and accompanying timelines, consumers can gauge the authenticity of your investment in becoming more conscious. These conversations can help you build trust and inspire connections with your desired audiences.
A good place to start is by building out a page dedicated to your process and commitments on your website or creating a story highlight on Instagram, recapping all the work your business has undertaken and what you see as the next steps.
Be overtly transparent
It’s no good throwing around broad claims of ‘sustainable sourcing’ or ‘eco-friendly materials’ - businesses need to provide evidence. The Green Claims Directive is a proposed EU regulation aimed at preventing greenwashing by ensuring that businesses provide clear, accurate, and verifiable environmental claims about their products and services.
Consumers are more likely than ever to spend time fact-checking businesses before committing to purchase. Hiding behind vague claims will only lead to a perception of inauthenticity at best or greenwashing allegations at worst.
Provide thorough details of your supply chain, manufacturing processes, energy efficiency, transport systems, packaging, and achievements or relevant credentials you have secured. Where possible, provide statistics or measurable data to substantiate each claim. Certifications such as B Corp or the Positive Luxury Butterfly Mark are increasingly well-recognised and highly regarded across different industries.
Implement AI to make sense of data
AI platforms can help businesses in several ways, including compiling and organising data that has been collected following compliance or accreditation processes. The statistics and figures can be challenging to comprehend without context, and AI can help businesses break this down into digestible chunks which can be repurposed for creative purposes - to form the basis of a series of social media posts, for example, or to differentiate between areas of progress on the website.
Storytelling builds relationships
Noting that people spend more time learning about brands before purchasing, use your about us or dedicated sustainability page to share insight into your journey to date. This could cover what motivated you, your challenges, and your future goals.
This is an excellent opportunity to introduce founders or high-level spokespersons who can provide more personal reasons and deepen the connections created with audiences.
LinkedIn is a people-first platform, so content from this section can be easily adapted for the channel. This encourages ongoing conversation and allows audiences to ask questions and engage.
Consciousness extends to people and communities.
It’s also worth highlighting any charitable work you are undertaking that directly improves communities and the environment. Active engagement in local projects or volunteer work for relevant and renowned organisations will illustrate real impact.
Whether planting trees, beach clean-ups, or running a 5k for your chosen cause, explaining to your audience why you have undertaken this project or challenge and the associated benefits shows more actively your impact as a business than donations alone.
Beyond a single web page
Although a web page dedicated to sustainability efforts, measurable goals, and prior impact is the first step, weaving the narrative throughout your communication strategy is vital to ensuring alignment at all touchpoints.
In launch campaigns, explain why new products meet ecological targets. Encourage business leaders to discuss relevant topics on multiple platforms, mainly LinkedIn and at industry events. Ensure the trends you engage with on social media encourage longevity. Sustainability is not something you talk about once and subsequently forget. Your audience needs a reminder that this is an ongoing priority for your brand.
Address controversy head-on
Specific sectors are facing increased criticism. Research shows that the built environment accounts for 40% of global emissions, so architects, interior designers, manufacturers, and suppliers must be on the front foot when the discussion arises. Address industry-specific challenges openly and encourage engagement from others within the same sector to formulate a collaborative conversation on targets, progress, and methods.
Empower your audience to do their bit.
Although showcasing your sustainability achievements and goals will undoubtedly help foster a community with your audience and inspire brand loyalty, businesses can also use their platforms and influence to put the focus back on the consumer.
Encouraging customers and stakeholders to take part in local initiatives with you, offering incentives for customers who have made marked changes in their sustainability efforts, and detailed tips and recommendations for small changes that people can implement in their daily lives provides your audience not only with education but also the impetus to do what they can.
How do I use this information within my PR campaign?
Media hooks
Each of the themes previously identified can be used as a hook or angle for pitching. There is a lot of conversation about the increased focus on micro-niche topic points in the media. Once you have built out your website's environmental impact pages, identify this niche for your business.
Perhaps you are the first brand in your sector to replace all packaging with a brand new innovation which is not only recycled and recyclable but breaks down to compost within a matter of weeks - information which sits nicely on the website and can form a creative social media campaign, but also makes an engaging pitch topic for press.
With the word sustainability bandied about and often by brands without a proven track record of positive change, more specific stories will cut through to engage your target media titles.
Thought leadership pieces
We discussed the growing importance of fostering human connections as one of our key PR trends for 2025. Approaching environmentalism is a great way to get leaders in the business involved in your PR strategy.
Quotes provided by founders, CEOs, or MDs on the importance of sustainability or that provide further details on specific aspects of the business can form the basis of the commentary supplied to the press. This is particularly effective when working with online media sources, who are increasingly looking to factor expert voices into articles ranging from ‘how to source building materials with longevity in mind’ to listicles such as ‘the 10 best environmentally friendly sofas we’ve tried’.
More in-depth profiling opportunities may be available for brands pushing the boat out, championing new ideas and encouraging faster change in the broader community.
Timely outreach
Throughout the year, several notable days in the calendar encourage more in-depth reflection on the planet. Earth Day is increasingly well known, with brands using this as a hook to align their sustainability communication strategies with sustainable product launches, initiatives or new messaging.
Perhaps your PR campaign could position an ‘environmental year in review’ or ‘goals before the next Earth Day’ overview, integrating sustainability communications to encourage greater awareness of your mission and achievements that can be transposed within your broader marketing strategy.
PRs can position your prominent spokespeople to contribute to wider conversations on the environment following international climate conferences, adding in sector-specific expertise and know-how that will make your business stand out from the competition.
Even if not generating automatic coverage, campaigns offering further insight into the background of the business and its leaders will foster better name recall, leading to longer-term relationships and opportunities.
Media targeting
There are specific publications with editorial teams who are pushing for increased conversations on the importance of sustainability, and cross-industry. Country & Town House currently remains the only publication with B Corp certification, however, Country Living champions a ‘Made in Britain’ ethos, while Enki encourages sustainable building techniques and thoughtful purchases for the home. National titles such as The Times have an increased focus on retrofit, ecological new-builds, and easily implementable tips for consumers who are renovating or moving.
Architecture sector-specific outlets have to be crystal clear about current regulations and government standards, and how these are changing in response to the political shifts of the country, and communicate these with their audiences. They therefore incorporate content and reflections on environmentally-conscious design within their editorial scope. The AJ has a dedicated editor who delves much deeper into the topic; Building Design has regular opinion columns with architects and designers open to sharing their research into sustainable solutions; and Dezeen covers new innovations and launches that are inspiring change.
It is a slow burn, and something we’d like to explore more is why the conversation has not yet sunk in deeper across our favourite titles. Keep an eye on our new Substack for this.
Summary
Sustainability is slowly but steadily making its way to the forefront of the conversation, but further work needs to be done to ensure that both businesses and consumers are positively responding.
Steadfast environmental initiatives can still set businesses apart from their competitors when communicated properly across channels. So many still rely on vague claims of progress and illusively broad KPIs without delving further into the issue. Our recommendations for clear sustainability communications are summarised as follows:
Define your commitment clearly, detailing progress, timelines and milestones
Avoid woolly, unsubstantiated claims of sustainability and provide specific, measurable data
Leverage AI to break down complicated statistics and create user-friendly notes
Utilise a human-centric approach, looking at your business journey and any challenges undertaken, where possible, positioning founders or leaders within your marketing plan
Highlight charitable initiatives as well as eco-specific work and emphasize tangible impact
Empower your audiences to adopt more conscious practices
Entice the media with unique achievements and creative hooks
Position your leaders for expert comment opportunities and more in-depth thought leadership pieces which provide further detail on the sustainability achievements of your business
Be timely, looking for recognised events to align content with
Be targeted, noting specific journalists or publications who will be more interested in the story than others
Reach Out Today
Looking to enhance your sustainability communications and build authentic connections with your audience? We help brands communicate their environmental impact, milestones, and goals with clarity and credibility.
Whether through PR, digital marketing, or strategic storytelling, we ensure your message cuts through the noise and resonates with the right audience. Let’s create a future where sustainability isn’t just a buzzword—it’s a core part of your brand identity. Get in touch today to start the conversation about sustainability public relations.
