Why (and how) B2B marketers need to talk nature, not just net zero
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You know sustainability. You understand carbon targets and net zero. In fact, it seems to be the topic on everyone’s lips right now. So much so that perhaps it’s starting to sound like background noise rather than meaningful information?
Maybe it’s time to redirect the conversation.
In our latest guide “Beyond carbon: How B2B businesses can reframe sustainability stories around commercial resilience”, we explore why it’s time to broaden your sustainability narrative to include nature, adaptation and commercial resilience; in a way that resonates and inspires. .
But before you head there, here are the two most important things to remember to help you communicate more authentically and effectively about sustainability.
Make the connection between carbon and nature
Carbon reduction matters. Hugely. But it’s time to widen the lens. Forests, rivers, soil and species all matter. Not just for the planet, but for your brand – for supply chains, reputation and investor confidence.
In fact, $44 trillion of global economic value is moderately or highly dependent on nature. And while 69% of wildlife populations have declined since 1970, only 60% of executives say they have a sustainability strategy.
The takeaway? Nature isn’t optional. If your communications tell stories about carbon but ignore why we all have such a deep reliance on environmental stability, your credibility could be at risk.
Make your sustainability comms clear and transparent
Many brands trip up here. Their comms lean into jargon, overpromise, hide imperfection or rely only on carbon metrics.
Our guide offers practical principles that help your message land. Here are some key takeaways:
Use evidence-based storytelling: Link claims to data and respected frameworks.
Prioritise transparency over perfection: Openly share the challenges you have faced (or are still facing) as well as your wins.
Make your narrative accessible: Break down complexity so people can absorb it.
The most powerful tip is simply be truthful: Where are you really? What are you struggling with? What are you really proud of? That honesty speaks volumes and brings people along with you.
Why this matters to your brand and bottom line
Sustainability is not a niche play. It’s part of how modern B2B brands compete.
Buyers are watching. Up to 36% of B2B buyers say they’d walk away from suppliers that fail to hit sustainability expectations.
Investors and procurement care about frameworks. Verification frameworks like EcoVadis or B Corp certification increasingly appear in RFPs.
Ultimately, integrating nature into your sustainability narrative is no longer just about ethics, it’s about creating a strategic advantage. And while reporting frameworks provide a helpful means of collating sustainability data, it’s narratives that connect. It’s here that comms professionals have the power to inspire passion and determination to do better, making a clear link between responsible operations and long-term business resilience in our changing world.
Communicate with confidence
Want to know more? Download our guide to see how B2B businesses can shift from carbon stories to nature-positive narratives.
An all-round wordsmith, Will knows what makes a great story. He’s passionate about the difference good copy can make to any campaign and cherishes the opportunity to raise awareness of important issues. If you've got something important to say, he’s got what it takes to get the word out there.
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