Vivek Rana, Managing Partner of Gnothi Seauton.
In 2024, Nestlé launched a blockchain-powered platform enabling consumers to trace the origins of milk products from farms in New Zealand to shelves in the Middle East. This initiative was not just a transparency exercise; it reflected a broader evolution in how companies communicate sustainability. By combining data, technology and storytelling, Nestlé redefined how stakeholders engage with corporate sustainability narratives, showcasing not only the “what” but also the “how” and “why” of its environmental and social impact.
This example captures the trajectory of sustainability communications: a shift from compliance-driven reporting to a dynamic, stakeholder-centric approach. I believe the future of this discipline will demand that companies go beyond addressing traditional challenges like greenwashing. Instead, we need to shift our focus to embedding authenticity, leveraging advanced technology, and fostering collaboration. Based on public case studies and my own experience helping business leaders drive sustainable change in their companies, here are some of the trends and strategies I believe will shape sustainability communications in the coming decade.
1. Radical Transparency Through Data And Technology
Stakeholders increasingly demand evidence to support corporate sustainability claims. Technology is stepping in as the enabler, turning opaque supply chains into open books. Blockchain, IoT and AI are revolutionizing how companies collect, verify and share data about their environmental and social impact. Transparency is no longer about quarterly updates—it’s about real-time insights. For example, platforms like OpenSC, co-founded by WWF and BCG Digital Ventures, allow consumers to scan QR codes on products to view their supply chain journey.
When adopting your own transparency systems, I have found it’s important to create user-friendly interfaces for all stakeholders—investors, regulators and consumers—to access this data. You can further enhance your transparency by developing clear policies and encouraging open communication while avoiding information overload, data privacy issues and unintentional disclosure of strategic insights.
2. Localized Narratives Aligned To Global Goals
It’s also become more important for companies to adapt their communications to reflect local realities while staying aligned with overarching corporate commitments to global frameworks like the UN Sustainable Development Goals (SDGs). For example, in 2023, Coca-Cola tailored its messaging to highlight water stewardship efforts in India, a region facing acute water stress. When developing your regional sustainability narratives, seek to address specific environmental and social challenges in the region your company is working with while connecting them to your company’s broader goals.
3. Immersive And Emotional Storytelling
Sustainability is not just a technical challenge—it’s an emotional one. Seek to make your abstract sustainability metrics tangible and relatable. For instance, you can use AR and VR to bring to life supply chains, restoration projects or renewable energy initiatives. I recommend combining these tools with data-driven personalization to deliver tailored messages to your stakeholder groups.
Consider Patagonia’s AR-powered initiative, which allowed customers to visualize the environmental impact of their purchases. This type of immersive storytelling can help deepen engagement and reinforce your company’s reputation for sustainability leadership.
4. The Integration Of ESG With Financial Performance
The rise of ESG investing has blurred the lines between sustainability and financial performance. Stakeholders increasingly expect companies to articulate how their sustainability initiatives contribute to long-term value creation, risk mitigation and innovation. To do this, use metrics that link ESG initiatives to financial outcomes for your company, such as cost savings from renewable energy, revenue growth from sustainable products, or risk-reduction through ethical sourcing.
5. From Communication To Co-Creation
Stakeholders are no longer passive recipients of information; many expect to be active participants in shaping and implementing sustainability strategies. I believe this shift is a sign for companies to rethink communication as a two-way dialogue and create platforms for engagement.
Consider transforming your communication channels into action-oriented collaboration through tools such as crowdsourced sustainability initiatives, customer-driven product design, and/or employee-led energy efficiency programs. You can also form initiatives like IKEA’s “Buy Back & Resell” program, which invites customers to return used furniture for store credit. Beyond the environmental impact, the program is enabling IKEA to co-create a circular economy narrative with its customers, strengthening loyalty while advancing sustainability goals.
6. Engaging Employees As Ambassadors
In my experience, employees are among the most credible advocates for a company’s sustainability efforts. Engaged employees can amplify messages, drive internal accountability, and enhance the authenticity of external communications.
I recommend creating programs to educate your employees about the company’s sustainability goals and equip them with tools to share their stories. Foster a supportive culture, align your company’s narratives and brand values, and encourage the use of diverse media formats to empower your employees as authentic ambassadors for sustainability initiatives.
7. Measuring And Sharing Outcomes
From my observations, stakeholders are becoming increasingly skeptical of vanity metrics like the number of trees planted or tons of carbon offset. They want to understand the broader, systemic impacts of these initiatives, such as biodiversity restoration or improved community health.
Use data to articulate how your company’s sustainability initiatives contribute to systemic change, and communicate these outcomes through compelling narratives that emphasize long-term impact. To articulate these sustainability contributions, start by collecting and integrating comprehensive data, defining clear objectives and utilizing analytics. Communicate systemic impacts beyond vanity metrics, and tailor your messages for different stakeholders to engage them in dialogue and emphasize long-term benefits. It’s also important to showcase both your achievements and your challenges, as this transparency can help build trust and credibility.
A New Language For A New Era
The future of sustainability communications is not about checking boxes; it’s about creating meaningful connections, fostering collaboration and driving action. Embracing radical transparency, leveraging advanced storytelling tools and integrating ESG with financial performance can allow you to not only navigate but lead this evolving landscape. As the expectations of consumers, investors and employees continue to rise, I believe the ability to communicate sustainability authentically and effectively will become a defining feature of corporate leadership in the 21st century.
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