If there’s one thing I’m passionate about, it’s being intentional with every decision I make, both personally and professionally. It’s a mindset that has shaped how I approach the products I buy and the food I choose to put into my body. 🌱 But, I don’t know about you, every time I think I’m making the right eco-friendly choice, a new post pops up telling me I’m doing it all wrong! The pressure to be “perfectly sustainable” can sometimes feel impossible.
We can’t treat sustainability like a buzzword anymore, it needs to be a priority. More than ever, consumers (myself included) are demanding better from the brands we support. As PR pros, it’s our job to help these brands communicate their sustainability efforts, but here’s the ick: greenwashing is EVERYWHERE. It’s hard to tell who’s genuinely making an effort and who’s just hopping on the trend. So how can we cut through the noise and help brands build real trust? Let's dive in.
Consumers, especially Gen Z, are putting their money where their values are and studies have shown that 73% of them are willing to pay more for sustainable products. Knowing this, we have a huge opportunity here to make sure sustainability is at the heart of our clients’ stories.
1️⃣ Focus on Action, Not Just Words
Consumers are no longer buying into empty promises. They are holding brands accountable and want nothing but the truth. Brands need to show they’re walking the talk. Whether it’s using sustainable materials, cutting down waste, or even making changes in their offices. Authenticity is key.
2️⃣ Ditch the Excessive PR Packaging
We all know those PR packages that are way too much, sending 40 shades of foundation to a single influencer or using packaging that’s a nightmare for the planet. Let’s be more mindful. You can create something that’s both memorable and eco-friendly at the same time. Less really is more.
3️⃣ Work with the Right Influencers
If your brand is shouting about sustainability on Monday and then partnering with an influencer who couldn’t care less about it on Tuesday, that’s a mixed message. Find influencers who truly align with your brand’s sustainability goals.
4️⃣ Keep Sustainability in the Spotlight
PR is about telling a consistent story, not just a one-off campaign. Make sustainability part of your brand’s ongoing narrative, share updates, setbacks, wins, and everything in between. This will keep your audience engaged and help build trust over time.
It’s easy to feel like the pressure to be “perfectly sustainable” is too much, but every small change counts.
--
Written by: Giovanna Pagano
Comments