Marketing & Communications

6 Big Sustainability Storytelling Myths — and How to Flip Them

As brands work to tell an accurate and authentic sustainability story, marketers need to be mindful of the narrative they're creating … and careful to avoid the common misconceptions that can undermine it.

Sponsored Content | / This article is sponsored by JK Design | By JK Design | Published 1 month ago | About a 6 minute read

Image: Che-Na Stephenson

More and more consumers want to choose brands that are making a positive impact. According to Harvard Business Review, Gen Z and Millennials say they are 27 percent more likely to support brands they believe care about their impact on people and the planet. And 69 percent of B2B decision-makers consider sustainability performance when selecting suppliers and renewing contracts.

The challenge for companies? Skepticism. In fact, over 50 percent of consumers believe brands across all industries are misleading them with exaggerated or false claims — otherwise known as greenwashing.

Here are six myths that could impact the way you craft and share your sustainability story — and tips for avoiding these pitfalls.

Myth 1: You can never be too transparent.

Communicating openly about your commitments can help you stand out. But without the right balance, you risk exposing proprietary information, damaging stakeholder relationships or triggering greenwashing accusations.

For example, clothing retailer Everlane's reputation was built on radical transparency — particularly, around ethical practices and pricing. But in 2020, its image — and profits — took a hit over revelations of greenwashing, union busting and racism.

On the other hand, Salesforce’s commitment to data privacy and security is not only a core part of its sustainability story but a core value of its brand. From being open about exploring AI solutions to minimize its environmental impact to its advocacy for industrywide transparency practices, Salesforce is facilitating honest conversations about technology and sustainability.

Flip the myth: Be strategic about your transparency, focusing on high-impact areas that align with your company’s core values and operations. Develop a clear communication strategy that addresses potential challenges and competitive concerns.

Myth 2: Always keep it positive.

Many brands avoid discussing the challenges or trade-offs of their sustainability journey. But avoiding difficult topics can look a lot like hiding — and people don’t trust companies with something to hide.

After rebranding as "Beyond Petroleum, BP was widely criticized for not openly discussing the realities and timeline of transitioning away from fossil fuels and failing to acknowledge that 96 percent of its annual spend was still on oil and gas.

But customers want brands to share their shortcomings and how they’re addressing them. For example, by embracing accountability — from human trafficking in its supply chain to the complexities of reducing plastic waste — outdoor clothing brand Patagonia has been able to retain its reputation as a socially conscious company.

Flip the myth: Don’t shy away from discussing challenges — make them part of your success story. Acknowledge where you need to improve and clearly outline the steps you’re taking to do it.

Myth 3: Ambitious goals speak louder.

Lofty promises such as “carbon neutral by 2025” may sound impressive — but if they're not achievable, you're inviting scrutiny and skepticism.

In 2019, Amazon announced two ambitious initiatives — Shipment Zero and the Climate Pledge — then quietly fell short on both. Now, it’s facing backlash from its own employees — who are speaking out against the company’s environmental failings.

In contrast, Unilever's Sustainable Living Plan — launched in 2010 with specific, measurable goals — has been largely successful due to its realistic targets.

Flip the myth: Keep it real. Set S.M.A.R.T. (specific, measurable, achievable, relevant, time-bound) sustainability goals; explain how they fit into your short- and long-term plans; and provide regular, honest updates on your progress.

Myth 4: Sustainability belongs in a silo.

Treating sustainability separately — rather than integrating it into your business and branding — can make your efforts seem disconnected or insincere.

Consider H&M: The fashion retailer launched its first of many sustainability initiatives in 2010, but they’re contradicted by the company’s business model — producing mass quantities of disposable fashion. The disconnect has spawned mistrust and multiple accusations of greenwashing over the last two decades.

Meanwhile, The Body Shop has integrated sustainability and ethical practices into its core business — including ethical sourcing, animal welfare and environmental conservation. The brand’s storytelling approach has helped build trust and customer loyalty — placing it in the top five UK brands for environmental, social and governance perceptions.

Flip the myth: Make sure your sustainability efforts are aligned with your mission, values and brand strategy. Integrate sustainability into all aspects of your business — from R&D to marketing campaigns — to ensure alignment across your organization.

Myth 5: The more you say, the better.

Increased demand for transparency doesn't mean you should overshare or overuse terms such as “eco-friendly,” which can dilute your messaging and spark accusations of greenwashing.

Coca-Cola is a stark example of this. The company has been named “the top global plastic polluter" for six consecutive years, yet it continues to tell a two-faced sustainability story — touting its commitment to waste reduction while refusing to eliminate single-use plastic bottles.

Instead, cleaning products company Seventh Generation tells a focused story that neither overloads nor underwhelms. It prioritizes customer education, using real-life case studies and thought leadership to build trust without overclaiming.

Flip the myth: Focus on quality over quantity, leveraging key messages that align with your brand values and resonate with your target audience. Use clear, concise language and avoid overused “green” terms.

Myth 6: All data is good data.

While solid data is crucial for backing up sustainability claims, complex metrics can be easily misinterpreted. Simplify and contextualize data where possible, making sure it’s accurate and accessible.

Dutch airline KLM's “Fly Responsibly” campaign used complicated carbon-offset calculations to claim environmental responsibility — but critics argued it obscured the actual impact.

Conversely, global water solutions leader Ecolab turned its annual impact report into an interactive website featuring clear language and data visualizations to bring the company’s efforts and positive impact to life.

Flip the myth: Simplify complex data with clear explanations and easily digestible formats such as video and infographics. Highlight the performance metrics that are most relevant for your audiences, such as resource savings or emission reductions.**

Effective sustainability communication isn’t just about telling a good story — it’s also about living up to the expectations that come with it. By avoiding these common sustainability myths, you can craft a story that resonates authentically with your audiences while building long-term trust.