Sustainability isn’t just a nice-to-have anymore – it’s a must. For today’s eco-conscious consumers, sustainable values are influencing everything from the products they buy to the brands they choose to support. And with this shift comes a growing need for businesses to communicate their environmental credentials clearly, honestly, and consistently.
At Honest, we specialise in home, garden, and lifestyle PR (in fact, we were just named the CIPR’s Specialist PR Consultancy of the Year!) – and we’ve seen a real change in how sustainability is being approached. It’s no longer about ticking a box or adding a few buzzwords to a press release. Now, it’s about showing up with purpose, being transparent, and making real progress that can be backed up with facts.
So, how can brands communicate their sustainability journey in a way that’s meaningful, engaging, and trusted? Here’s what we know…
Sustainability is a long-term commitment, not a campaign
Sustainability in PR and marketing works best when it’s embedded into your brand’s identity – not just wheeled out for a specific campaign. One blog post or social media mention won’t cut it. Consumers want to see consistency and progress over time.
That doesn’t mean you need to be perfect. In fact, being honest about where you’re at – and where you’re heading – often lands far better than big, glossy claims. A realistic, evolving sustainability story will build trust and credibility. And, as you work towards those goals, you can take your customers on the journey!
Greenwashing is out – authenticity is everything
As interest in sustainability grows, so does scepticism. People are more aware than ever of greenwashing – AKA vague or misleading environmental claims that don’t hold up under scrutiny.
That’s why authentic sustainability messaging is crucial. Be specific. Share real stats, milestones, and progress reports. If you’re using recyclable materials, explain how. If your product helps reduce waste, show the difference it makes. Transparency goes a long way in building brand loyalty.
Sustainability boosts brand visibility and relevance
Not only is sustainability the right thing to focus on, it’s also a great driver of brand awareness. Editors and journalists are actively looking for stories with eco-angles, and search engines reward content that reflects current values and topics.
Whether it’s launching a new product with eco credentials, celebrating B Corp certification, or sharing advice on sustainable living, sustainability-led PR helps position your brand as relevant, responsible, and in touch with what matters to your audience.
Tips for communicating sustainability in your PR and marketing
If you’re ready to put sustainability at the heart of your comms strategy, here are a few tips to get you started:
- Be transparent – Own the journey. Share your goals, your wins, and even the areas you’re still working on.
- Educate your audience – Don’t assume people know the details. Break down complex topics like carbon offsetting, supply chain ethics, or material choices in a way that’s easy to understand.
- Make it visual – Use photography, infographics, or short videos to bring your sustainability story to life.
- Stay consistent – Weave sustainability into all your channels, from press releases and social posts to packaging and point-of-sale.
- Avoid the jargon – Keep your messaging clear and human. People connect better with honest, down-to-earth language than corporate speak.
In a nutshell
Sustainability isn’t a trend – it’s the future. And if you want your brand to be part of it, how you communicate your values matters just as much as what you’re doing behind the scenes.
By embracing honest, transparent, and consistent sustainability messaging, brands can build deeper trust with their audience, stand out in the market, and do their bit for the planet in the process. And that’s something worth shouting about.
How we can help
We already work with plenty of brands in the sustainable living space, from B Corp plant pot innovator elho and leading garden centre chain Hillier Garden Centres to renowned rose breeder David Austin Roses. If your brand has a sustainability story to share, we can help you shout about it! Get in touch here or email hello@honestcommunications.co.uk.
