​In a world increasingly concerned with the environment, businesses are under immense pressure to not only implement sustainable practices but also to effectively communicate these efforts in a way that drives genuine behavioral change. This shift in focus—from merely promoting sustainability to actively influencing stakeholder actions—was the central theme of a thought-provoking conversation between Helen Dodd, Head of Sustainability at Instinctif Partners, and Tom Morgan, Senior Director at Truth Consulting.

In this discussion, Helen and Tom explored the powerful role that strategic communication, behavioural science, and human-centered storytelling can play in bridging the gap between sustainability intentions and meaningful action. Drawing from their extensive experience in sustainability and communications, they provided insights on how businesses can better engage with their stakeholders and foster lasting impact.

Moving Beyond Greenwashing: The Need for Authenticity in Sustainability Messaging

One of the major challenges businesses face today is the perception of “greenwashing,” where companies are accused of falsely presenting themselves as environmentally responsible without backing up their claims with meaningful action. Helen and Tom both highlighted that this issue is a critical barrier to building trust and fostering genuine engagement with sustainability efforts. As consumers become more aware and critical of corporate environmental practices, businesses must be transparent and authentic in their communications.

Helen noted that businesses need to ensure their sustainability messaging is grounded in reality and aligned with their overall strategy. “Good communication strategies need to have a deep focus on sustainability,” she explained, referencing her time at Unilever, where sustainability was fully integrated into the company’s core business strategy through the Unilever Compass. This experience taught her the importance of authenticity in sustainability messaging:

“Sustainability is not something you can decouple from commercial objectives or reputation. It’s integral to both.”

Tom echoed this sentiment, emphasising that while companies are increasingly expected to communicate their sustainability efforts, they must do so in a way that resonates with stakeholders on a deeper level. “The challenge,” Tom said, “is that people are often sceptical of corporate sustainability claims. Consumers want to see real action, not just words.” This scepticism, he explained, underscores the importance of creating communications that are backed by data, behavioural insights, and a clear commitment to sustainability.

The Green Gap: Understanding Behavioural Barriers

A key theme of the conversation was the concept of the “green gap,” a term Tom used to describe the disconnect between what people say they want to do in terms of sustainability and what they actually do. According to Tom, this gap often arises because sustainable choices are perceived as inconvenient or costly, even when consumers express a desire to support environmentally friendly practices.

“People might say they want to buy sustainable products, but when it comes down to it, they don’t always follow through. This is the green gap—the difference between intention and behaviour.”

To address this issue, businesses must not only promote sustainable products but also make it easier for consumers to choose them. Tom pointed out that behavioural science can play a critical role in closing this gap by helping companies understand the factors that influence consumer behaviour and design interventions that encourage more sustainable choices. He described how his team at Truth Consulting uses behavioural science techniques to analyse habits and develop strategies that help disrupt unsustainable routines. “It’s about finding that moment when you can intervene in a way that feels natural to the consumer but also leads to more sustainable behaviour,” he said.

Behavioural Science: Nudging People Towards Sustainable Actions

The role of behavioural science in driving sustainability was a focal point of the discussion. Both Helen and Tom agreed that to foster genuine behavioural change, businesses need to understand the psychological and emotional factors that drive human behaviour. This approach goes beyond traditional marketing, which often focuses on communicating the benefits of sustainable products without addressing the underlying habits and biases that influence decision-making.

“People are often irrational when it comes to changing behaviour,” Tom observed. “We tend to cling to old habits and resist change, even when we know that change is in our best interest. That’s why it’s so important to use behavioural science to help people see the value in adopting new, more sustainable behaviours.”

Helen expanded on this idea, explaining how storytelling can be used to make sustainability more relatable and emotionally resonant. “Storytelling appeals to the human brain,” she said. “It fosters understanding and drives new behaviours by helping people connect with the ‘why’ behind sustainability initiatives.” Helen believes that by shaping sustainability communications around human experiences and emotions, businesses can create messages that are not only more compelling but also more effective at driving behaviour change.

Both Helen and Tom stressed the importance of empathy in sustainability communications. “Empathy is key,” Helen explained.

“If we want people to change their behaviour, we need to understand their concerns, their fears, and their motivations. We need to show them that sustainability isn’t just good for the planet—it’s good for them too.”

Aligning Leadership and Stakeholders: The Role of Storytelling and Data

Another critical aspect of sustainability communications is ensuring alignment between leadership and stakeholders. Helen noted that sustainability is no longer a niche concern—it’s a business imperative that affects every department within an organisation. For sustainability initiatives to succeed, leaders need to be aligned and committed to the same goals. “Without alignment at the leadership level,” she said, “there’s a risk of disjointed communications and a lack of real progress. Leaders need to model the behaviours they want to see in their employees and customers.”

Tom emphasised that data-driven insights are essential for aligning leaders and stakeholders. “Good insight is the foundation of good communication,” he said. “By using data to understand the motivations and concerns of different stakeholder groups, businesses can craft messages that resonate and inspire action.”

This is where Helen’s experience at Instinctif Partners comes into play. She leads a team that helps clients navigate the complex sustainability landscape, ensuring that their communications are grounded in both strategic insights and a deep understanding of stakeholder expectations. By combining data with storytelling, Helen and her team help businesses create sustainability narratives that are not only credible but also emotionally engaging.

The Future of Sustainability Communications: Continuous Adaptation

As the conversation drew to a close, Helen and Tom reflected on the future of sustainability communications. They agreed that the landscape is constantly evolving, and businesses need to be prepared to adapt their strategies as new challenges and opportunities arise. Tom highlighted the importance of continuous stakeholder engagement, noting that businesses must remain flexible and responsive to changing consumer expectations.

Helen added that businesses should not be afraid to pivot their strategies when necessary. “The context is always changing,” she said.

“What worked two years ago might not be relevant today. It’s important to regularly reassess your sustainability strategy and make adjustments as needed.”

Both Helen and Tom emphasised that while the road to sustainability is long and complex, the rewards are well worth the effort. By using behavioural science, data, and storytelling to engage stakeholders and drive behaviour change, businesses can make a meaningful impact—not just on the environment, but also on their bottom line.

Conclusion

The discussion with Helen and Tom revealed that effective sustainability communications require more than just good intentions. It involves a deep understanding of human behaviour, a commitment to authenticity, and a willingness to adapt to changing circumstances. By integrating behavioural science and data-driven insights into their strategies, businesses can close the green gap and inspire real, lasting change.

As sustainability becomes an increasingly important part of the business landscape, companies that prioritise empathy, transparency, and authenticity in their communications will be best positioned to succeed. Through strategic storytelling and a focus on behavioural change, they can turn their sustainability goals into reality—creating a better future for both their business and the planet.