6 Big Sustainability Storytelling Myths — and How to Flip Them

More and more consumers want to choose brands that are making a positive
impact. According to Harvard Business Review, Gen Z and Millennials
say they are 27 percent more
likely
to support brands they believe care about their impact on people and the planet.
And 69
percent of B2B decision-makers consider sustainability performance when selecting suppliers and renewing
contracts.

The challenge for companies? Skepticism. In fact, over 50
percent of consumers
believe brands across all industries are misleading them with exaggerated or
false claims — otherwise known as
greenwashing.

As brands work to tell an accurate and authentic sustainability story, marketers
need to be mindful of the
narrative they’re creating
… and careful to avoid the common misconceptions that can undermine it.

Here are six myths that could impact the way you craft and share your
sustainability story — and tips for avoiding these pitfalls.

Myth 1: You can never be too transparent.

Communicating openly about your commitments can help you stand out. But without
the right balance, you risk exposing proprietary information, damaging
stakeholder relationships or triggering
greenwashing
accusations.

For example, clothing retailer Everlane‘s reputation was built on
radical transparency — particularly, around ethical
practices and pricing. But in 2020, its image — and profits — took a hit over
revelations of
greenwashing, union busting and racism.

On the other hand, Salesforce’s commitment to data privacy and security is
not only a core part of its sustainability story but a core value of its brand.
From being open about
exploring AI solutions
to minimize its environmental impact to its
advocacy for industrywide transparency
practices, Salesforce is facilitating honest conversations about technology and
sustainability.

Flip the myth: Be strategic about your transparency, focusing on high-impact areas that align with your company’s core values and operations. Develop a clear communication strategy that addresses potential challenges and competitive concerns.

Myth 2: Always keep it positive.

Many brands avoid discussing the challenges or trade-offs of their
sustainability journey. But avoiding difficult topics can look a lot like hiding
— and people don’t trust companies with something to
hide.

After rebranding as
“Beyond Petroleum,
BP was widely criticized for not openly discussing the realities and
timeline of transitioning away from fossil
fuels
and failing to acknowledge that 96
percent of its annual spend
was still on oil and gas.

But customers want brands to share their shortcomings and how they’re addressing
them. For example, by embracing accountability — from
human trafficking in its supply chain to the complexities of
reducing plastic waste — outdoor clothing brand
Patagonia has been able to retain its reputation as a socially conscious
company.

Flip the myth: Don’t shy away from discussing challenges — make them part of your success story. Acknowledge where you need to improve and clearly outline the steps you’re taking to do it.

Myth 3: Ambitious goals speak louder.

Lofty promises such as “carbon neutral by 2025” may sound impressive — but if
they’re not achievable, you’re inviting scrutiny and skepticism.

In 2019, Amazon announced two ambitious initiatives —
Shipment Zero and the
Climate Pledge
— then quietly
fell short
on both. Now, it’s facing backlash from its own employees — who are
speaking out
against the company’s environmental failings.

In contrast, Unilever‘s Sustainable Living Plan — launched in
2010 with specific, measurable goals — has been largely successful due to its
realistic targets.

Flip the myth: Keep it real. Set S.M.A.R.T. (specific, measurable, achievable, relevant, time-bound) sustainability goals; explain how they fit into your short- and long-term plans; and provide regular, honest updates on your progress.

Myth 4: Sustainability belongs in a silo.

Treating sustainability separately — rather than integrating it into your
business and branding — can make your efforts seem disconnected or insincere.

Consider H&M: The fashion retailer launched its
first
of many sustainability initiatives in 2010, but they’re contradicted by the
company’s business model — producing mass quantities of disposable
fashion.
The disconnect has spawned mistrust and
multiple accusations
of greenwashing over the last two decades.

Meanwhile, The Body Shop has integrated sustainability and ethical practices
into its core business
— including ethical sourcing, animal welfare and environmental conservation. The
brand’s storytelling approach has helped build trust and customer loyalty —
placing it in the top five UK
brands
for environmental, social and governance perceptions.

Flip the myth: Make sure your sustainability efforts are aligned with your mission, values and brand strategy. Integrate sustainability into all aspects of your business — from R&D to marketing campaigns — to ensure alignment across your organization.

Myth 5: The more you say, the better.

Increased demand for transparency doesn’t mean you should overshare or overuse
terms such as “eco-friendly,” which can dilute your messaging and spark
accusations of
greenwashing.

Coca-Cola is a stark example of this. The company has been named
“the top global plastic polluter”
for six consecutive years, yet it continues to tell a two-faced sustainability
story — touting its commitment to
waste reduction
while refusing to eliminate single-use plastic
bottles.

Instead, cleaning products company Seventh
Generation tells a focused
story
that neither overloads nor underwhelms. It prioritizes customer education, using
real-life case studies and thought
leadership
to build trust without overclaiming.

Flip the myth: Focus on quality over quantity, leveraging key messages that align with your brand values and resonate with your target audience. Use clear, concise language and avoid overused “green” terms.

Myth 6: All data is good data.

While solid data is crucial for backing up sustainability claims, complex
metrics can be easily misinterpreted. Simplify and contextualize data where
possible, making sure it’s accurate and accessible.

Dutch airline KLM‘s “Fly Responsibly” campaign used complicated
carbon-offset calculations to
claim environmental responsibility
— but critics argued it obscured the actual impact.

Conversely, global water solutions leader Ecolab turned its
annual impact report
into an interactive website featuring clear language and data visualizations to
bring the company’s efforts and positive impact to life.

Flip the myth: Simplify complex data with clear explanations and easily digestible formats such as video and infographics. Highlight the performance metrics that are most relevant for your audiences, such as resource savings or emission reductions.**

Effective sustainability communication isn’t just about telling a good story —
it’s also about living up to the expectations that come with it. By avoiding
these common sustainability myths, you can craft a story that resonates
authentically with your audiences while building long-term trust.

JK Design

Published Oct 30, 2024 8am EDT / 5am PDT / 12pm GMT / 1pm CET

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6 Big Sustainability Storytelling Myths — and How to Flip Them