How you can help audiences care about your sustainability story

Spoiler alert: It’s all about using storytelling to authentically communicate your community impact

How can your growing business inspire and engage customers, employees and potential investors with its societal impact? Platforms are flooded with generic sustainability-related content, so your brand needs to stand out from the crowd.

The key to this? Storytelling that authentically charts your impact in the communities you serve.

Why it matters

When you get your sustainability communications right, you’re building trust, strengthening your brand’s reputation and attracting passionate people to your business.

Don’t forget that:

62% of consumers look to brands for purpose-driven action (Edelman’s Trust Barometer, 2025)
75% of employees consider a company’s overall societal impact when choosing their employer (PWC’s Global Workforce ESG Study 2024)

Let’s build your reputation, sustainably

Here are some methods to develop or refresh your sustainability communications for maximum impact:

Revisit your purpose and mission: Does your language reflect your business impact? A clear, consistent company narrative that also weaves in your sustainability position is very powerful.
Check for consistency: Review your website, social media and print materials. Are there inconsistencies, gaps or signs of greenwashing? A fresh pair of eyes can align your messages with your new consistent sustainability narrative.
Develop or refresh your story: A standalone sustainability narrative will clarify your purpose, values and societal impact to everyone – particularly your employees.
Know your stakeholders: Potential investors, employees and customers each care about different aspects of your ESG commitments. A targeted approach to how you communicate will maximise your resources – and the engagement.
Look at industry trends: How are your peers communicating? Analyse what works for them and be clear on how you can differentiate yourself with the story you tell.
Think strategy first: Build a dedicated sustainability communications strategy or consciously add it to your overall comms plan. By creating themes/pillars that speak to your priorities, every piece of content will be strategic and intentional.
Use stories to show impact: Storytelling will ensure you create content that’s unique to your brand and is more likely to inspire, influence and engage your stakeholders. Create purpose-based, people-focused stories that you can share on the right channels.
Prioritise employees: As well as being passionate about societal impact, your people are also your biggest brand ambassadors. Dedicated employee communications need to help them understand, believe in and role model your sustainable business practices.

Need support? Let a Chief Storyteller get your sustainability story started. Email charley@greaterheightscommunications.com to start writing your story.