Expertise

Three trends shaping sustainability communications

The future of sustainability communications: Peter Drucker once said, “The only thing we know about the future is that it will be different.” This insight captures the changing landscape of sustainability communications. In our blog, The Importance of Sustainability and Purpose-Driven Storytelling, we explore why sustainable storytelling matters and how two powerful forces are shaping its future. On one side, technological advancements enable real-time interactive communication. On the other, consumers increasingly gravitate to brands that champion purpose-driven stances. Together, these forces create a dynamic and relatable approach to sustainability communications. Let's explore three key trends driving this transformation.

Yellow flowers in focus with wind turbines blurred in the background at sunset.

#1: Communication mediums are becoming more dynamic

Gone are the days when a static PDF report could effectively showcase a brand’s sustainability efforts. While they remain useful, today’s audiences crave interactive, engaging content. In fact, Wyzowl’s 2023 State of Video Marketing survey found that 91% of consumers want more video content from brands. Dynamic tools—like videos, interactive social media, polls, quizzes, and digital events can bring sustainability stories to life. Imagine live Q&As where employees answer questions in real time, interactive quizzes that simplify complex topics, or digital events that build community and connection. Brands that embrace these engaging touchpoints will stand out as consumer expectations rise.

Patagonia is a prime example. Known for its strong commitment to sustainability, Patagoinia excels at creating dynamic, interactive touchpoints. Their “Why Plastics” video engages viewers through cinematic storytelling, while their interactive web pages on social responsibility invite users to discover, learn and take action.

Close-up of a fluffy white cotton boll on the branch of a cotton plant.

#2: Companies are embracing multi-perspective storytelling

Social proof is a powerful tool for marketers, especially in sustainability storytelling, where diverse viewpoints make messages more memorable. As sustainability reporting becomes more common, brands are likely to incorporate multiple perspectives—like employees or customers—who can share how sustainability initiatives have impacted their lives. By including these voices, companies create stories that feel personal and relatable.

Consider PetSmart’s 2023 Corporate Social Responsibility report, “A World Through Their Eyes,” which we at (add)ventures were proud to collaborate on. Instead of a typical corporate tone, this report took on pet’s perspectives, using visuals and design to reflect how animals might see the world. This approach not only made the content stand out; it also amplified their mission: “Working to create a world as our pets see it—more compassionate, inclusive, sincere and community-centric.”

Hands holding a tablet displaying a girl and guinea pig touching noses.

#3: Education is as important as information

Sustainability is a multifaceted issue touching on climate change, diversity, equity, inclusion, employee wellness and more. It influences nearly every aspect of how we live and work, making it challenging to grasp fully. More companies will incorporate educational storytelling into their sustainability communications, aiming not just to inform, but to deepen understanding. Whether by explaining their own efforts or offering broader insights, brands that simplify complexity and clarify sustainability concepts will resonate with audiences craving more than surface-level information.

IKEA exemplifies this approach with their commitment to teaching the public about “circularity”—the practice of eliminating waste and keeping resources in use. They make this concept accessible by highlighting buy-back programs, leasing options and repair services to extend product life. They also host workshops on sustainable living, showing people how to apply these principles into their lives. By focusing on education, IKEA turns sustainability from a corporate into a shared mission with customers.