Communicating Your Business’ Sustainability Commitment to Customers

Customers want to know that the businesses they support are not just profitable but purposeful. They’re looking for transparency, action and impact. If your business is investing in sustainability, the next big step is learning how to communicate it.

But here’s the catch: sustainability communication isn’t about grand gestures or buzzwords. It’s about authenticity, clarity and showing how your values are embedded into every part of your business.

Whether you’re just beginning your sustainability journey or refining your approach, this guide will walk you through how to effectively communicate your business’ sustainability commitment to customers without the greenwashing.

Why Communicating Sustainability Matters

Sustainability is not just a competitive edge; it’s a growing expectation. Research shows that:

• Nearly 90% of consumers expect companies to operate responsibly and address social and environmental issues.

• 66% of global consumers are willing to pay more for sustainable goods.

• Gen Z and Millennials, two of the most influential consumer groups, are more likely to research a company’s sustainability efforts before making a purchase.

  
  

So if you’re already committed to sustainability, you’re halfway there. The other half is making sure your customers know about it, believe in it and are inspired to take action alongside you.

Start With Clarity: Know What You Stand For

Before you tell your customers about your sustainability efforts, get clear on your values. What does sustainability mean for your business? What are your priorities? Environmental impact, community engagement, ethical sourcing?

Start by defining:

• A sustainability values statement that outlines what matters most to your business

• The key pillars of your approach (e.g. carbon reduction, zero waste, ethical labour)

• Your long-term goals and the steps you’re taking to get there

  
  

Clarity builds confidence. When you know what you stand for, it’s easier to share it with others, authentically and consistently.

Be Transparent About Where You Are

You don’t need to have it all figured out to start communicating. In fact, sharing where you are on your journey is often more powerful than trying to look perfect.

Customers value honesty. If you’ve made progress in certain areas and are still working on others, say so. Use clear language like:

“We’re proud to have transitioned to 80% recycled packaging, and we’re working toward 100% by next year.”

“While we’re still early in measuring our carbon footprint, we’ve started with energy audits and switched to a renewable energy provider.”

Transparency builds trust. And trust builds loyalty.

Use Plain Language (Not Just Jargon)

Sustainability is full of technical terms - carbon offsets, net zero, regenerative design. While these may be important internally, they don’t always resonate with customers.

Aim for clear, human language that focuses on outcomes, not just initiatives.

Instead of saying:

“We’ve implemented an ESG framework to align with SDG 12 and improve our waste metrics.”

Say:

“We’ve taken steps to reduce waste in our packaging and operations, including a switch to reusable containers and a composting program in our office. This aligns with Goal 12 of the Global Goals for Sustainable Development, which is focused on responsible consumption and production.”

Educating customers is important, but the key to doing this meaningfully is to start with relatable, accessible messaging. Let your values speak louder than your acronyms.

Show, Don’t Just Tell

The most powerful way to communicate sustainability is to show it in action.

That means:

• Sharing real stories from your team, customers or supply chain

• Using visuals, including photos, infographics and videos, to bring your efforts to life

• Letting customers see themselves as part of the impact you’re making

For example:

• A behind-the-scenes video of your team switching to plastic-free shipping

• A spotlight on the local supplier or community initiative you’re supporting

• A customer testimonial sharing why your values mattered to them

When you show the people and stories behind the impact, it becomes personal, and that’s when it sticks.

Make It Part of the Customer Experience

Sustainability shouldn’t live in a single tab on your website. It should be woven into your customer journey. Think about the key moments where customers interact with your brand. How can sustainability show up there?

Some ideas include the following:

• Add a sustainability section to your product pages (eg. “Why this is a better choice for the planet”)

• Include a simple sustainability highlight in your packaging or thank-you cards

• Send a welcome email explaining your values and how customers can support your mission

• Offer incentives for sustainable behaviours, such as refills, recycling or reusing

Make it easy for customers to engage with your sustainability commitment, not just read about it.

Highlight Measurable Impact

Customers are beccoming increasingly aware of green-washing. They’re looking for proof when it comes to sustainability claims. Wherever possible, share numbers, milestones and outcomes. For example:

• “We’ve saved 14,000 litres of water this year by switching to organic cotton.”

• “100% of our suppliers now meet our ethical sourcing criteria.”

• “We’ve diverted 92% of our packaging from landfill since launching our recycling program.”

  
  

Don’t have big numbers yet? Share small wins and your progress toward bigger goals.

Impact doesn’t have to be flashy. It just has to be real.

Use Multiple Channels to Reach Your Audience

To reach your customers where they are, share your sustainability story across different platforms, each tailored to its audience.

Your Website

Create a clear, accessible sustainability page that outlines your values, actions and goals. Include FAQs, links to reports and stories that reflect your journey.

Social Media

Use a mix of formats - quotes, reels, carousels, infographics - to keep your sustainability message engaging. Share behind-the-scenes, celebrate milestones and invite community input.

Email Marketing

Add sustainability highlights to newsletters and campaign emails. Use storytelling to deepen customer connection and offer tangible actions they can take.

Packaging and Print Collateral

Include messaging that reinforces your values: “This box is made from 100% recycled cardboard and printed with soy-based inks.”

In-Person Interactions

If you have a physical presence or events, make sustainability visible - through signage, conversations and the materials you use.

Consistency across channels builds credibility and reinforces your message.

Invite Your Customers to Be Part of the Story

Sustainability is most powerful when it’s participatory. Your customers want to feel like their purchase matters, that they’re contributing to something bigger.

You can invite them to:

• Join in campaigns or challenges (eg. BYO container, zero-waste week)

• Share how they’re using your sustainable products

• Vote on new initiatives or give feedback on what matters most to them

• Offset their purchase or donate to a cause at checkout

  
  

When customers feel like they’re part of your impact, they become loyal advocates for your brand.

Be Consistent and Keep It Going

Communicating your sustainability commitment isn’t a one-time announcement; it’s an ongoing conversation. As your business evolves, so will your goals, progress and impact.

Keep the dialogue alive by:

• Regularly updating your audience on wins and learnings

• Sharing challenges and how you’re addressing them

• Staying tuned into your customers’ sustainability priorities

  
  

Remember: consistency builds credibility. If you show up often, honestly and openly, you’ll build trust that lasts.

What To Avoid: The Greenwashing Trap

Customers can spot insincerity from a mile away. So while it’s important to celebrate your progress, it’s even more important to be clear, truthful and realistic.

Avoid:

• Vague language like 'eco-friendly' or 'green' without explanation

• Highlighting small initiatives while ignoring larger impacts

• Making claims you can’t back up with data

Instead:

• Be specific about what you’re doing and why

• Share what you’re not doing yet and what’s next

• Invite accountability by sharing your goals and progress publicly

  
  

Real impact, not perfect PR, is what customers are looking for.

At its heart, communicating sustainability is about connection, connecting your values to your business, your business to your customers and your customers to a bigger vision for the future.

You don’t need to be perfect. You just need to be honest, intentional and consistent. When your sustainability story is built on real action and real purpose, customers will feel it, and they’ll want to be part of it.

Need some expert support in refining your sustainability communication strategy? Contact us today!