Sustainability storytelling isn’t getting any easier.

Maybe your team’s proud of what’s been done but anxious about how to share it. Maybe every draft feels either too risky or too vague. Sound familiar?

Today’s brand and sustainability leaders are walking a very fine line: You’re expected to say something meaningful, but not too self-congratulatory; to lead with purpose, but back it up with data; to share bold progress but stay humble. And you’re doing all of that under more scrutiny, with higher stakes, (and let’s be honest) fewer people and tighter budgets.

The good news? It’s not about being perfect — it’s about being real and building a message that reflects where you are and what your company stands for. That’s what it means to tell a sustainability story you can stand behind.

Here’s how to build one.

Ground your message in what’s real

The best stories don’t start with the headline. They start with the homework.

Credibility is the currency here. You don’t earn trust by saying more; you earn it by saying what matters — and making sure it matches what you’re actually doing.

That means your story needs to reflect your current reality, not your best-case scenario. It’s okay to talk about goals, but they must be paired with real progress, systems or signals of intent. The gap between “what we say” and “what we’ve done” is where skepticism grows.

That doesn’t mean you have to lead with data: Some brands lead with values or vision and use proof to reinforce it; others start with the numbers to establish credibility and earn the emotional space. Either way, your story must match the scale of the work.

As you think about how to position your progress, ask yourself:

• What impacts have we actually made?

• Are we leading with the right mix of facts and narrative?

• Does our message match where we really are on this journey?

Meet people where they are

The story you want to tell might not be the one they’re ready to hear.

Even a well-told story will fall flat if it doesn’t resonate. That’s why it’s so important to understand what your audiences care about — and what they’re ready to believe.

That means looking both outward and inward. What are your customers motivated by? Are they sustainability advocates; or are they more focused on price, performance or convenience? What are your internal teams hearing from partners, investors, regulators? And what’s really driving your leadership’s commitment — values, business risks, competitive pressure?

Those emotional undercurrents shape how your story should be positioned. Sometimes, the message needs to inspire; sometimes it needs to reassure. Sometimes it just needs to clearly explain what you’re doing and why it matters.

And not every audience needs the same version: Employees may need a values-based message. Investors may want measurable progress. Customers may want to understand how your choices affect theirs. The story is the same, but the angle can shift.

When tailoring your messaging to various audiences, ask yourself:

• How do our customers feel about sustainability, and how should that affect our story?

• What’s driving us to tell this story — our values, external pressure, business needs?

• What tone will connect best: bold, reassuring, practical, inspiring?

Make it reflect your brand

If your sustainability story could come from anyone, it won’t resonate with anyone.

Sustainability messaging has a sameness problem. A lot of it sounds like it came from the same ESG-templating machine: responsible, accurate — and instantly forgettable.

Your story should sound like your brand. That means carrying over the voice and emotional energy of your company. If your brand is bold, don’t let your sustainability story go flat. If your brand is thoughtful and warm, don’t suddenly get stiff and corporate.

Tone matters. Optimism, humility, urgency, pride — these are all strategic choices, not just stylistic ones. And in a space where people are quick to doubt and slow to trust, how you show up emotionally is often just as important as what you say.

When working to make your story feel distinctively yours, ask yourself:

• Does this sound like something only our brand would say?

• Are we striking the right tone — optimistic, urgent, grounded, bold?

• Should we be showing up with confidence, humility or something in between?

In the end, real stories build real trust

You don’t need to say everything. You just need to say the right things — clearly, credibly and in your own voice.

The most compelling sustainability stories aren’t just data points or polished campaigns. They’re honest reflections of why your company exists, what you’re doing and why it matters. They hold up to hard questions. They resonate emotionally. And they create space for real connection with your customers, your employees, your partners and the public.

If you’re working on a sustainability story right now, simply focus on what’s true; on what your audiences need; and on how your brand can show up with clarity, confidence and character.

Want help telling a story you can stand behind?

Sometimes, getting started is the hardest part — so check out our free guide to building the foundations of a clear, credible and brand-aligned sustainability story.

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Jim Galligan

Director of Strategy

Jim Galligan helps purpose-driven brands create a story they can stand behind. He is Director of Strategy at JK Design — a communications agency specializing in branding, communications, and social good storytelling.

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Tags:

JK Design

Brand Strategy

Employee Engagement

Storytelling

Corporate Communications

Meaningful Connections

Published Jun 20, 2025 8am EDT / 5am PDT / 1pm BST / 2pm CEST