Our new report, ‘Big green fears: Tackling the monster under the corporate desk’, has just been launched – and the data in it has sparked some intense conversations at Pod.
The report addresses a relatively recent phenomenon in the world of sustainability comms: the rise of greenhushing. This is a tendency to avoid talking about sustainability for fear of public scrutiny or regulatory compliance issues.
As a team of more than 40 sustainability and energy enthusiasts, we were curious to find out more about this quiet U-turn in green comms. So, we did what any true geek would do, and interviewed over 250 business leaders to pick their brains and uncover original insights.
The results are clear: organisations are taking ESG seriously, but often refrain from shouting about their sustainability wins for fear of a PR backlash. However, silence is costing them serious money, with the vast majority of them losing new deals due to a lack of verified sustainability credentials.
At the same time, our findings reveal that business leaders continue to see sustainability as a low-priority initiative with uncertain ROI, rather than an essential factor for winning new work.
So, what does our team of sustainability comms experts think about this paradox? And what are their top tips to break the silence and communicate sustainability progress in a thoughtful and authentic way?
Some of us were particularly concerned by the lack of confidence in organisations’ sustainability data. Our respondents revealed they routinely miss out on new work opportunities due to their inability to back up sustainability claims. Yet, the fear of investing in sustainability is greater than that of losing deals to ‘greener’ competitors.
“The results of our survey are fascinating in that they truly highlight the importance of committing to sustainable business practices, and to communicate them effectively. It’s a critical part of doing business and winning new work, but unfortunately there's a huge confidence gap. By taking a genuine and honest approach to communication, we all have a role to play in making positive progress.”
Ellie Smith, Marketing Strategy Consultant
“I am blown away by some of these stats. 100% of utilities organisations said they had often lost contracts over their inability to back sustainability claims. Wow! Yet, they will still only do what’s needed to be compliant. There is a huge gulf here that some are going to leap over and win. The report points out that organisations are trading short-term safety for long term stagnation – and that's exactly what’s happening. As sustainability and energy comms experts, I feel like we have a responsibility to investigate why and help organisations bridge this gap.”
Jenny Hughes, Co-Founder & Director
Despite some disheartening findings around sustainability data, there is a silver lining. ‘Green fears’ are extremely common, and organisations share the same concerns around their sustainability comms. This means, they can work together to overcome these fears and support each other.
“It's interesting that the biggest green fears fall into three broad categories: staying compliant, protecting your brand, and having the data to prove your progress. It seems we’ve moved past the 'big ideas' phase and entered a time when fear of getting it wrong outweighs even the pressure to get it right. But, as the findings show, doing nothing is not an option, as it could mean missing out on important opportunities.”
James Montgomery, Senior Content Lead
“So many organisations are making brilliant progress on sustainability but are too afraid to share their story. It would be brilliant to see them supported by their peers, within an environment that prioritises openness and accuracy. By sharing experiences and knowledge in a way that is both clear and compelling, and being able to work together when goals have been too hard to hit and new ones must be set, we can help everyone overcome their fears.”
Emma Crofts, Head of Content & PR
Some of our Podsters remarked that sustainability is not an ‘all or nothing’ situation. For example, you do not need to have reached net zero to talk about reduced emissions. Taking your audience with you on your sustainability journey is just as interesting – if not more – than boasting about your successes.
“It's incredible that businesses are regularly missing out on contracts because they can't provide solid sustainability claims. Even knowing that clients would pay more for sustainable services, they're actively reducing their comms in that area rather than addressing the lack of solid sustainability data. Communicating small steps or steady progress in sustainability is better than saying nothing at all.”
David Stokes, Head of Design
“The way you tell your sustainability story matters, and readers are often more empathetic than we give them credit for. Where sustainability is concerned, progress is rarely linear. There are setbacks and challenges, but that’s what makes organisations human and relatable. Rather than shying away from sustainability comms, I think organisations should embrace vulnerability and share what they’re struggling with, as well as what there is to celebrate. This would make their sustainability journey so much more authentic. It’s an approach that could restore readers’ faith in green comms.”
Monia Dal Checco, Content & PR Writer
Who’s better equipped to fight fears of a PR sting than our award-winning PR team? They all agree that safeguarding an organisation’s reputation is paramount, and that partnering with communications professionals with a proven track record is a good way of doing just that.
“Professional reputation risk and fear of a PR backlash is prominent. But 98% of our respondents would consider allocating a budget to comms experts, which is very sensible. This could empower them to speak with confidence, knowing that what they’re saying is authentic and backed up by data.”
Claire Fitzgerald, PR Specialist.
Ready to overcome your green fears and build a sustainability communications strategy based on radical honesty? Download our new report below to find out how.
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