The Sustainability Communicator: Year One Recap
It’s hard to believe that the inaugural year of The Sustainability Communicator is over. When I first came up with the idea for this podcast a little over two years ago, I knew there was a need for a podcast that focused specifically on the challenges and opportunities around sustainability storytelling. After working with a podcast coach to refine the concept and discovering the tools that would make self-producing a podcast feasible, around this time last year I decided to go for it. In the first 19 episodes released in 2024, we explored interesting sustainability communication challenges, risks and opportunities facing folks in the business community and beyond.
If you’re already a listener or are new and would like to catch up, below are the highlights from the first year of The Sustainability Communicator podcast. Enjoy, and don’t worry — we’ll be back in 2025 with even more fun and informative content!
Ep. 1: Rethinking the Role of the Sustainability Communicator
This episode introduces the podcast and its host, Mike Hower, and explores the evolving role of the sustainability communicator. It emphasizes the increasing importance of sustainability communication in a landscape where stakeholders demand more transparency and companies face higher stakes for greenwashing.
Key takeaways:
Sustainability communication has evolved from crisis communication to a proactive approach tied to corporate purpose.
Companies must tell the whole story of sustainability, including setbacks, and avoid greenwashing.
Sustainability communicators need strong systems-level knowledge to translate technical information for different audiences.
Effective communication requires collaboration between sustainability, marketing, and legal teams.
Ep. 2: 2024 Sustainability Communication Trends
This episode predicts key trends in sustainability communications for 2024.
Key takeaways:
The role of the sustainability communicator is shifting towards stakeholder engagement and telling the whole story.
Companies need to go beyond table-stakes sustainability claims and tell stories that resonate.
Tailoring messages for different audiences is crucial, moving away from a one-size-fits-all approach.
Transparency and authenticity are key, including talking about failures and challenges.
Demand for sustainability communicators is expected to increase.
Ep. 3: Why Your Sustainability Story Sucks
This episode discusses common reasons why companies fail at communicating sustainability and offers advice for improvement.
Key takeaways:
Companies need to develop a meaningful sustainability strategy before crafting a compelling story.
Avoid “green bumbling” by going beyond table-stakes claims and focusing on authentic and impactful stories.
Segment audiences and tailor messages to their specific interests and needs.
Embrace transparency and talk about failures and challenges to create more engaging and relatable narratives
These summaries aim to provide a comprehensive overview of the key points discussed in each episode of The Sustainability Communicator podcast.
Ep. 4: The Fundamentals of Effective Sustainability Writing
This episode explores the importance of strong writing skills for sustainability professionals and provides five fundamentals for effective writing.
Key takeaways:
Writing remains a crucial skill for sustainability communication, even in the age of AI.
Effective writing educates, engages stakeholders, and persuades them to take action.
Sustainability professionals need to master various writing styles for different purposes.
Five fundamentals for effective writing include word efficiency, originality, humility, audience awareness, and personal voice.
Ep. 5: Navigating Sustainability Storytelling in 2024, with Allison's Whitney Dailey
Mike interviews Whitney Dailey, Executive Vice President of Purpose at Allison Worldwide, to discuss navigating sustainability storytelling in 2024.
Key takeaways:
Anti-ESG rhetoric and greenhushing are likely to continue, requiring nuanced communication.
Focus on specific messaging tailored to the right stakeholders and avoid jargon.
Prioritize the issues, impact, and work being done, using simple language.
Ep. 6: What the SEC’s Climate Rules Mean for Sustainability Communicators
Mike interviews Derek Young, VP of ESG at CBL Properties, to discuss the SEC's climate rules and their impact on sustainability communication.
Key takeaways:
The SEC climate rules enhance and standardize climate-related disclosures for public companies.
Scope 3 emissions reporting is included but subject to a safe harbor provision and materiality assessment.
Materiality is defined in line with existing legal precedents, focusing on information that a reasonable investor would consider important.
Companies will be required to have third-party assurance for their climate data.
Sustainability communicators need to be proactive, tell the whole story, and align messaging with data and strategy.
Ep. 7: How the Owners of Grand Theft Auto Communicate Sustainability
Mike interviews Neil Patel, Senior Director of Sustainability at Take Two Interactive Software, to discuss sustainability communication trends in the gaming and tech sector.
Key takeaways:
Sustainability communication in gaming and tech involves education and connecting topics to the business.
Transparency is crucial, especially regarding data security and privacy, which are material to the sector.
Trend towards simpler communication, focusing on qualitative descriptions and common language.
Shift from broad narratives to specific narratives around material sustainability efforts.
Ep. 8: Sustainability Storytelling in the New Era of ESG Regulations, with Tim Mohin
Mike interviews Tim Mohin, partner and director at Boston Consulting Group, to discuss sustainability storytelling in the context of new ESG regulations.
Key takeaways:
The world of corporate sustainability storytelling is in flux due to recent regulations from the SEC, California, and the EU.
Companies need to make sense of these regulations and factor them into their communication strategies.
"No Regret Moves" for companies include conducting a health check of existing systems and processes, prioritizing materiality, ensuring data quality, aligning with global standards, and fostering an ESG mindset.
The increase in disclosure requirements is met with increased scrutiny, creating pressure on companies.
Sustainability professionals can stay on top of changes by focusing on key issues and tailoring information to their company's specific circumstances.
Effective communication requires avoiding jargon, emphasizing clarity, and connecting with audiences on a human level.
Ep. 9: What ESG investors want, according to GreenBiz’s Grant Harrison
Mike interviews Grant Harrison, senior reporter at GreenBiz, to discuss the future of ESG, investor expectations, and climate risk disclosure.
Key takeaways:
Asset owners are demanding consistent, comparable, and credible information about climate risks.
Investors are looking for transition plans outlining how companies will achieve their sustainability commitments.
Transition plans should include near-term greenhouse gas targets, progress updates, board-level oversight, and executive compensation linked to climate performance.
Companies are increasingly considering the environmental and social impact of their corporate finance functions.
Ep. 10: What to Call this Thing We Do, with Moody's Raheem Cash
Mike interviews Raheem Cash, VP of Corporate Sustainability at Moody’s Corporation, to discuss the evolution of language and terminology in the sustainability field.
Key takeaways:
The changing terminology in the sustainability field (from corporate philanthropy to CSR to sustainability to ESG) creates confusion in communication.
Companies face pressure from multiple audiences with differing expectations, leading to a “rock and a hard place” situation in communication.
It is important to tailor communication and disclosures to specific audiences rather than trying to satisfy everyone with a single message.
Separating sustainability disclosures from general communication materials can help address the needs of diverse audiences.
The challenge lies in balancing the demands of powerful audiences (regulators and investors) with the need to engage employees and future talent.
Having a strong connection and collaboration between sustainability and communication teams is essential for effective messaging and strategy.
Ep. 11: How Neiman Marcus Makes Sustainability Fashionable
Mike interviews Ali Mize, Senior Director of ESG, Belonging, and Corporate Philanthropy at Neiman Marcus Group, to discuss communicating sustainability in the fashion industry.
Key takeaways:
The fashion industry faces unique sustainability challenges and must prioritize which issues to communicate to consumers.
To avoid greenwashing, companies should involve legal teams in reviewing communication materials and partner contracts.
Communicating complex topics like circularity requires using relatable language and framing it in terms of customer benefits (extending the life of garments, closet management).
Sustainability messaging should align with the brand's values and business goals and avoid jargon.
Engaging employees and showcasing sustainability initiatives can make the company an attractive employer.
Ep. 12: What Gen Z Wants Brands to Know About Communicating Sustainability
Mike interviews Daniel Gonzalez, a recent graduate of the Yale School of the Environment, to understand Gen Z's perspective on sustainability communication.
Key takeaways:
Gen Z is highly critical of corporate greenwashing and expects transparency and action from brands.
Companies should avoid exaggerating their sustainability efforts and focus on authenticity and honesty.
Sustainability communication should bridge the gap between technical terms and public understanding.
Gen Z is concerned about environmental justice and the equitable distribution of climate impacts.
Ep. 13: How Microsoft Maintains an ‘ESG Mindset’ in the Era of AI
Mike interviews Matt Sekol, author of “ESG Mindset”, to discuss the confusion surrounding ESG and how sustainability communicators can clarify it.
Key takeaways:
Despite some companies dropping the term "ESG," the focus on environmental, social, and governance issues remains important.
Sustainability communicators play a key role in educating internal stakeholders about ESG and its value.
Companies should identify their unique intersection with ESG and leverage their strengths to drive progress.
Sustainability communication must be grounded in substantive action and avoid greenwashing.
Communicators should focus on their skills to influence internal stakeholders and drive the company's ESG journey.
Ep. 14: An ESG Lawyer on How to Avoid the Legal Landmines of Greenwashing
Mike interviews Christine Uri, a legal and ESG expert, to discuss greenwashing law and how sustainability communicators can stay compliant.
Key takeaways:
Greenwashing law is evolving, with increasing scrutiny and potential legal risks for companies.
Sustainability communications require legal review to ensure compliance and avoid potential lawsuits.
Companies must substantiate their environmental claims and have verifiable evidence to support their statements.
Collaboration between legal and sustainability teams is crucial for finding the right words and ensuring accuracy.
Sustainability practitioners should engage legal counsel early in the communication process and provide clear explanations of sustainability terms and claims.
Ep. 15: The Sustainability Communication Woes of CSOs, with Ellen Weinreb
Mike interviews Ellen Weinreb, a leading sustainability recruiter, to discuss the evolving role of the Chief Sustainability Officer (CSO) and its impact on sustainability communication.
Key takeaways:
The role of the CSO has become more communication-focused as sustainability has gained prominence.
Many CSOs come from technical backgrounds and may lack the communication skills needed for their expanded role.
Companies are increasingly hiring sustainability communication specialists to support the CSO and manage the growing communication workload.
Ep. 16: A New KIND of Sustainability Communication Strategy
Mike interviews Lindsay Philpott, Sustainability Communication Manager at KIND, to discuss their approach to communicating complex sustainability topics, like regenerative agriculture.
Key takeaways:
KIND prioritizes sustainability and aligns its communication with its brand values and consumer concerns.
They avoid greenwashing by grounding their communication in science, being transparent, and “showing their work”.
The role of a Sustainability Communication Manager bridges the gap between sustainability experts and communication teams, ensuring alignment and authenticity.
Communicating complex topics like “mass balance sourcing” requires clear and concise language, avoiding jargon and emphasizing consumer benefits.
Sustainability communicators should be proactive, build relationships, and continuously engage with stakeholders.
Ep. 17: Finding a Voice for Corporate Climate Policy Action
Mike, along with guests Bill Weihl and Deb McNamara of ClimateVoice, discuss the importance of corporate advocacy for climate policy.
Key takeaways:
Businesses can't address the climate crisis through voluntary action alone and need supportive policies.
Companies are often hesitant to engage in policy discussions for fear of alienating stakeholders.
Effective communication can involve using language that resonates with broader audiences without explicitly mentioning “climate”.
Transparency in sustainability reporting, including acknowledging challenges, is crucial.
ClimateVoice's "LEAD statement" encourages companies to advocate for climate policy solutions.
Ep. 18: What a second Trump term means for corporate sustainability
In the wake of the 2024 U.S. presidential election, Mike brought together over 350 sustainability professionals to discuss what comes next. During the call, in a series of fire starter chats we heard from Heather Clancy of Trellis, Matt Sekol of Microsoft who also is author of ESG Mindset, Jennifer Allyn of ClimateVoice, Patrick Flynn of Switchboard, and Anne Kelly of Ceres. In this episode, Mike showcases some of the conversations from the call to give sustainability professionals the boost they need during these uncertain times.
Ep. 19: So You Want to be a Sustainability Communicator?
Mike interviews Jessica Appelgren, a seasoned sustainability communication professional, to discuss the evolution of the field, necessary skills, and differences between climate tech and corporate sustainability communication.
Key takeaways:
Sustainability communication has evolved from fear tactics to more nuanced and engaging approaches.
Successful communicators need to be strong researchers, build authentic messaging, and practice empathy.
Climate tech communication focuses on functionality and solutions, while corporate sustainability communication emphasizes emotional storytelling.
AI can enhance communication efforts but will not replace human creativity and insight.
CMOs should align sustainability communication with core brand values and engage stakeholders internally.
Building strong relationships and collaboration between sustainability and marketing teams is essential for success.
