The art of writing for impact
Writing about sustainability has never been more challenging. While this might sound like a curious claim in a time when ChatGPT or Claude AI can spit out content faster than you can say “GHGs”, sustainability communicators still struggle with the fundamentals of effective sustainability writing. That’s because those communicating sustainability tend to be either corporate communications professionals lacking sustainability subject matter expertise, or sustainability professionals lacking communication savvy.
As companies face increasing scrutiny from regulators, consumers, and other stakeholders, sustainability communication and content must walk a delicate line between compelling storytelling and rigorous accuracy. Relying on iterative AI alone isn’t enough to address the stakes of getting it right. The best writing is human, and the best sustainability communicators work to master this every day.
About two years ago, I launched The Writing for Impact Masterclass to help sustainability communicators improve their writing skills. I’ve refined the curriculum into valuable lessons about crafting content that resonates while staying true to the facts. Here are some of the key lessons taught in the course:
Being authentic
The best sustainability writing starts with authenticity. Gone are the days when generic phrases like "committed to sustainability" or "environmentally-friendly" could carry your message. Today's readers crave specific details and real stories—including the challenges and setbacks that make your sustainability journey genuine.
Think of it this way—if you're writing about your company's path to reducing emissions, don't just share the victories. Tell the story of the failed initiatives, the unexpected obstacles, and the lessons learned along the way. This kind of honest narrative builds trust with your readers, reduces greenwashing risks, and demonstrates true commitment to improvement rather than perfection.
Finding your voice
One common mistake I see in sustainability writing is trying to sound too corporate or technical. While accuracy matters, your writing should still feel personal and engaging. The most effective sustainability writers blend their professional expertise with their authentic personality, creating content that's both credible and memorable.
Your voice should be confident but humble, clear but not oversimplified. When you write, imagine you're explaining your ideas to a smart friend who's interested in sustainability but might not know all the technical details. This approach helps strike the right balance between accessibility and expertise.
The power of structure
Strong sustainability writing flows naturally from one idea to the next. Rather than relying on bullet points and rigid formatting, try to guide your reader through your content with thoughtful transitions and clear signposting. Well-crafted subheadings serve as guideposts, helping readers navigate complex topics without breaking the narrative flow.
When it comes to sentence structure, variety is your friend. Mix longer, more detailed sentences with shorter, punchier ones. This creates rhythm in your writing and helps maintain reader interest. Just remember to keep your sentences active—passive voice can make your writing feel distant and bureaucratic, exactly what we want to avoid in engaging sustainability content.
Navigating the regulatory landscape
Recent years have shown us just how important precise language is in sustainability communications. Consider the case of Nike's "Sustainability Collection," which faced legal challenges in 2023. Though the case was ultimately dismissed, it highlighted the growing scrutiny of environmental claims. Similarly, Delta Airlines' ongoing battle over carbon-neutrality claims demonstrates the need for careful, well-substantiated communication.
When making environmental claims, clarity and specificity are your best protection against potential challenges. Rather than making broad statements about sustainability, focus on specific, measurable achievements and always provide context. This approach not only helps avoid legal issues but also builds credibility with your audience.
Embracing new tools while staying human
The rise of AI has given us new tools for sustainability writing, but they should enhance rather than replace human creativity and judgment. I've found AI helpful for initial research and organizing ideas, but the final shaping of the narrative should always come from your unique perspective and understanding of your audience.
Think of AI as a writing partner who can help with the heavy lifting of research and initial drafting, letting you focus on adding the insights, nuance, and emotional resonance that make sustainability writing powerful.
Looking forward
As sustainability becomes increasingly central to business strategy, the demand for authentic, compelling communication will only grow. The most successful sustainability writers will be those who can combine technical accuracy with engaging storytelling, helping readers understand complex issues while inspiring action toward positive change.
Remember that effective sustainability writing isn't just about showcasing initiatives—it's about building trust through honest, engaging communication that acknowledges both progress and challenges. By focusing on authenticity, clarity, and thoughtful structure, you can create content that not only meets regulatory requirements but truly resonates with your audience.
The key is to keep learning and adapting. The sustainability landscape evolves constantly, and so should our approach to writing about it. Stay curious, remain authentic, and never stop refining your craft. After all, as sustainability writers, we're not just documenting change—we're helping to drive it.
The Writing for Impact Masterclass Spring 2025 cohort is now open for registration. This is a great use of a professional development stipend. Learn more and register here.
