Talking Sustainability Without the Spin: Communicating Goals That Actually Matter

Let’s be honest: sustainability communications can feel like walking a tightrope. 

On one side, there’s the pressure to look good — shiny reports, feel-good language, glossy photos of bees on flowers. On the other side, there’s the very real risk of greenwashing — saying more than we’re actually doing, or worse, promising the moon with no rocket fuel in sight.

So, how do we strike the right balance? How do we communicate our organization’s sustainability goals and objectives in a way that’s both inspiring and credible?

Here’s what I’ve learned (sometimes the hard way):

1. Transparency beats perfection every time

Stakeholders can smell spin a mile away.

Instead of painting a picture of flawless progress, I’ve found it’s much more powerful to talk about the journey — the wins, the challenges, and even the missteps. A sustainability story without a few bumps in the road doesn’t feel real.

Example: Instead of saying “We’ve achieved zero waste,” say, “We’ve diverted 70% of our waste from landfill, and here’s how we’re working on that stubborn last 30%.” It’s honest, it builds trust, and it shows you’re committed to improvement.

2. Align with the grown-ups in the room

When it comes to sustainability, the frameworks matter. Whether it’s the UN SDGs, the Science-Based Targets Initiative, or CDP, these aren’t just acronyms for sustainability nerds — they’re credibility builders. By anchoring our goals to international standards, we’re essentially saying: we’re measuring the right things, and we’re playing by the same rules as the rest of the world.

Plus, it makes reporting (and comparing ourselves year over year) a whole lot cleaner. Nobody wants to reinvent the wheel when we’ve already got tried-and-true ways to measure impact.

3. Know your audience, speak their language

Investors don’t want the same story as employees, and employees don’t want the same story as community partners.

The trick is to tailor the message without losing the core.

• For investors: metrics, alignment, risks, and long-term value.

• For employees: purpose, pride, and how their everyday actions connect to the bigger goals.

• For communities: partnership, transparency, and tangible local impact.

It’s the same sustainability strategy, told through different lenses.

4. Let the data tell the story (but make it human)

Raw data doesn’t inspire. A chart showing reduced carbon emissions is great, but it won’t move hearts on its own.

Pair the data with the story that goes behind it.

“We reduced emissions by 15% last year” becomes a whole lot stronger when followed with: “That’s the equivalent of taking 200 cars off the road — or in other words, fewer traffic jams on your morning commute.” 

Suddenly, the abstract becomes tangible.

5. Invite stakeholders into the process

Sustainability isn’t a solo act. The more we open the door to collaboration, feedback, and even criticism, the stronger our programs become. Engagement shouldn’t just be about telling stakeholders what we’re doing, it’s about inviting them to shape the path forward with us.

So, how do we make engagement more than a checkbox?

• Ask, don’t assume. Employees, customers, suppliers, and community partners often see challenges and opportunities leadership misses. A quick survey, town hall, or even a well-structured focus group can surface insights that make your strategy stronger (and more credible).

• Create feedback loops. Don’t just collect feedback once and shelve it. Build regular touchpoints where stakeholders can weigh in on progress, priorities, and areas for improvement.

• Celebrate co-ownership. When employees see their idea make it into the sustainability roadmap, or when a supplier collaboration reduces emissions in your supply chain, shout it from the rooftops. Shared wins are far more powerful than individual ones.

• Be open to criticism. Not every stakeholder will pat you on the back — and that’s a good thing. Constructive pushback helps you refine your approach and shows you’re willing to listen, not just broadcast.

At its best, engagement turns stakeholders into partners. It shifts the tone from “Here’s what we’re doing” to “Here’s what we’re building together.” And that’s when sustainability moves from being a communications exercise to becoming a movement people actually believe in.

6. Call out the greenwash before someone else does

Here’s the uncomfortable truth: most greenwashing isn’t intentional.

It happens when ambition outruns accuracy, or when the marketing team gets a little too excited about a pilot project that’s still in beta.

The way to avoid the spin?

• Stay specific: “We’re reducing our carbon footprint” is vague. “We’ve cut emissions by 12% in line with SBTi targets” is verifiable.

• Don’t overclaim: A recycling program doesn’t make you a “circular economy leader.”

• Back it up: If you can’t tie it to data or a framework, it probably doesn’t belong in the headline.

• Pressure test internally: Before a message goes public, ask: “Could a skeptic poke holes in this?” If yes, reframe.

In other words, greenwashing thrives in the grey area between what we want to say and what we can prove. Lean into the proof. Stakeholders will thank you for it.

Wrapping it up: The honest path wins

In the end, effective sustainability communication isn’t about gloss — it’s about grit. It’s about showing up with goals that stretch us, data that proves our progress, and stories that make those numbers mean something.

If we can do that while avoiding the trap of greenwashing, we don’t just communicate sustainability compliance and the "have-tos". We tell a story of trust, impact, and shared purpose.

And honestly? That’s a story worth reading!