Progress, not perfection: sustainability in the era of transparency and action

Sustainability has become a lightning rod for political debate in the past 12 months. However, our new research shows that sustainability remains a significant priority for businesses in the UK. In fact, two-thirds (66%) of UK business leaders report they are becoming more vocal as global debates intensify.

But that doesn’t mean it’s easy. While sustainability clearly remains high on the agenda, talking about it publicly feels increasingly daunting. The pressure to communicate effectively – balancing the expectations of investors, employees, regulators, and the media – has only intensified.

As communicators seek to navigate a fraught global atmosphere, there’s strong agreement that open, honest communication is key to building trust with stakeholders both internally and externally. Polished success stories don’t feel authentic. Audiences expect an honest, unfiltered look at a company’s entire sustainability journey.

At the same time, many leaders are cautious and wary of saying the wrong thing. So how can organisations achieve honesty and transparency while avoiding the pitfalls of greenwashing?

Our new report – Progress not perfection: sustainability in the era of transparency and action – explores how business leaders are rewriting the script for sustainability communications, moving from cautious optimism to confident authenticity.

Transparency is now valued above perfection. That means telling your story honestly and confidently, even when the journey is unfinished.

Read the full report to discover more about the state of sustainability communications and how to communicate progress in your organisation’s sustainability journey.