May 30, 2025//Insights, LEFF Sustainability Group, Sustainability//Clairissa Myatt

Do companies still need to communicate about their sustainability efforts? (Yes—more than ever)

Over the past six months, there’s been a noticeable shift in the discourse about sustainability. Some businesses, cautious of being accused of greenwashing or simply fatigued by the effort, are pulling back from communications about their sustainability commitments. Amid shifting political winds and compressed budgets, it’s fair to ask: Do companies still need to communicate about their sustainability actions, ambitions, and ethos?

The answer, to us, is a clear “yes.” The remainder of this blog will demonstrate why, despite related complexities, sustainability communication remains essential to building and maintaining trust, demonstrating accountability, and reinforcing long-term business value.

The market still cares—and a generation is watching  

Consumers, investors, and employees haven’t lost interest in sustainability—in fact, most consumers report that they are willing to pay for responsibly produced items. According to PwC’s 2024 Global Consumer Insights Survey, 23% of consumers say they will pay about 10% more for products from companies with a reputation for having ethical practices (e.g., related to human rights), and 24% say they’ll pay almost 10% more for goods made from recycled, sustainable, or eco-friendly materials.

For businesses, this means silent progress is not enough to realize the top-line benefit of sustainability actions. Consumers and investors need to know about companies’ commitments and achievements related to sustainability, and these credentials should be communicated clearly, frequently, and in the right ways.

In addition, we are on the brink of a major generational shift in the workplace, with younger generations slated to hold the majority of seats in the workforce by 2034. Members of Gen Z in particular are scrutinizing the values and actions of the companies they engage with. Millennials and Gen Z are more likely to choose employers and brands that align with their values—and they want to see those values clearly articulated and backed by evidence.

Silence speaks volumes

In an era when every stakeholder is watching, saying nothing speaks volumes. When companies go quiet on sustainability, it can suggest complacency, retreat, or a lack of integrity, even if the reality is more nuanced.

Investors are actively looking for this information, too, and they may punish companies that do not provide it. PwC’s 2024 Global Investor Survey captured perspectives of more than 300 investors and analysts across 24 countries and territories and found that about three-quarters of survey respondents agreed that they would increase investment in companies taking climate-related action. Sustainability communication isn’t just a reputational play—it’s part of signaling sound governance and forward-looking strategy.

Regulation and reporting are rising

The overall direction of the regulatory environment is clearly set, despite changing political winds. The future of the US Security and Exchange Commission’s climate disclosures and the EU’s Corporate Sustainability Reporting Directive may be uncertain, but the principle that companies must undertake regular, detailed reporting on a broad range of sustainability-related metrics is here to stay.

As compulsory disclosures become increasingly the norm, companies will have a wealth of data at their fingertips. For relatively little additional investment, they will be able to tell a broader range of data-backed stories than ever. Those that make the most of this opportunity will be able to communicate their strategic priorities and process to their stakeholders—customers, investors, and employees—in new and compelling ways. Best-in-class communications can help companies move from simple compliance reporting to genuine impact.

Your message still matters

Sustainability communication isn’t optional in 2025. It’s a business imperative. Whether engaging with investors, customers, employees, or regulators, companies need to show where they stand and where they’re headed.

Still not convinced that a sustainability-related message can add value to your business? Take the case of Patagonia. On Black Friday in 2011, Patagonia took the bold step of running a full-page ad in The New York Times featuring an image of its top-of-the-range R2 jacket with the headline “Don’t Buy This Jacket.” The company used the opportunity to communicate the environmental impact cost of producing the jacket. The message was not about rejecting Patagonia’s products but about buying only what you need, repairing gear when possible, and recycling an item when it’s no longer usable. What happened next? An increase in brand loyalty among its consumers, a significant increase in sales in 2012, and a stronger, more supportive fan base.

Communicating doesn’t mean overstating achievements or masking complexity. And it doesn’t mean just firing off the occasional social media post. To succeed, companies need a well-thought-out sustainability communications strategy that lays their cards on the table, showcases their best work, and owns their progress (or, where necessary, a lack thereof). In a skeptical and uncertain world, the companies that continue to communicate with clarity and credibility will be the ones best equipped to build and maintain the loyal customer base and bedrock of trust that will set them up for success.

Not sure how to get started? Ask yourself these five questions. In our experience, companies that can answer “yes” to all of them will be well on their way to reaping all the benefits that come from producing compelling sustainability content.

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Senior adviser

Allan elevates thought leadership with a veteran editor’s perspective on distinctive content and a journalist’s eye for trends in world events. He began his career as a writer and editor covering business, economics, and the environment for the Tallahassee Democrat, the Miami Herald, The New York Times, and The International Herald Tribune in Paris. Allan went on to work at McKinsey & Company for more than 20 years in Europe, Asia, and North America, where he specialized in emerging markets and shaped global thought leadership as editor in chief and editorial board member of the McKinsey Quarterly. At LEFF, Allan works with colleagues and clients to launch new projects, and he uses his expertise to support the professional development of LEFF’s team of editors.

 

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Katie is passionate about the power of storytelling to motivate audiences to action, particularly concerning environmental and public sector issues, which have been the throughline of her multifaceted career. She has managed a water project for the World Bank, been one of the United Kingdom’s climate security negotiators at NATO, helped design green strategies for several governments as a McKinsey & Company consultant, and taught courses on writing for public policy at the Harvard Kennedy School. Based in Brussels, Katie leads the LEFF Sustainability Group and is LEFF’’s resident expert on the fast-evolving world of sustainability and ESG regulations (including the Corporate Sustainability Reporting Directive). She is happiest when working with clients—and the rest of the LEFF team—–on anything from videos and infographics to marquee reports.

 

VP, marketing and business development

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Senior adviser

Mary is a data visualization expert with a rare combination of talents. Trained as a fine artist, she also enjoys writing, advanced math, and learning new skills; she taught herself coding and UX, and she’s continued to build valuable proficiencies that keep her on the cutting edge of content. Prior to joining LEFF, Mary worked at McKinsey & Company, developing the precise, engaging charts that have become a hallmark of the firm’s widely read publications. Today, she collaborates with LEFF editors and clients to distill even the most complex ideas into compelling, intuitive data visualizations. By asking the right questions and determining the best formats, she ensures data visuals amplify key insights.

Senior adviser

Peter is an expert at developing clear, compelling stories about complex subjects—a skill that’s served him well as an award-winning journalist, editor, and book author. A former reporter for The Wall Street Journal and writer for Fortune magazine, Peter also spent seven years at the McKinsey Global Institute, where he stayed at the forefront of major trends in business and technology as a senior editor and editorial director. Peter has also written five nonfiction books, including a bestseller in France, where he currently resides. He brings his unique perspective as a collaborative, tactical thought partner to his work at LEFF by uniting stakeholders, upholding a high standard of quality, and ensuring content is well-structured and aligned with client needs.

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Design director

Christa was always drawn to art and design, and over time, she also discovered a passion for progress: She’s motivated by meeting goals, building teams, and refining the many small steps between concept and content. Christa built the foundation of her design career at an advertising agency before moving on to the marketing department of a healthcare university, where she oversaw print and digital projects as a graphic designer, senior creative and brand specialist, and creative services manager. Today, Christa is excited to explore the possibilities of LEFF’s ever-growing content offerings, lead a group of creative designers, and use her experience and strategic design thinking to deliver outstanding results for clients. 

 

Production director

Jen approaches copy with a clear philosophy: Edit in service of the reader. She began her career in journalism, where editing newspaper copy on the second shift meant meeting tight daily deadlines and making quick decisions. Roles as a senior editor, executive editor, and director of editorial production followed, and Jen used her good judgment and love for the written word to elevate copy for entertainment news and B2B publications. Whether navigating the intricacies of highly specialized style guides or constructing crosswords in her free time, Jen is at home in the possibilities of language. At LEFF, she leads the production department: a collaborative, adaptable team that maintains our—and Jen’s—deep commitment to quality and clarity.

 

VP, client strategy and operations

Joe has more than 20 years of experience at the intersection of marketing and operations, having honed his skills working with global brands such as The Home Depot, Kraft, McDonald’s, and Pepsico. Joe’s passion for this work was ignited when he had the opportunity to open and lead a Canadian office for a marketing agency. His understanding of the relationship between effective operations and exceptional service led to superior client outcomes and the location quadrupling in size over five years. At LEFF, Joe is dedicated to strengthening this relationship, ensuring that the company’s clients receive not just outstanding content but also an unparalleled experience. He sees LEFF’s employees as the key to that experience and is committed to ensuring the team has the tools, processes, and resources needed to do their best work.

VP, content marketing

Karianne has a unique history of engaging audiences and telling stories. After studying music, she found new ways to express herself in the world of branding. Her more than 20 years in marketing and strategy are a testament to her ability to bridge business and creative mindsets, and she has developed content to communicate the ethos of global brands such as GE, State Farm, Motorola, and Procter & Gamble. Prior to joining LEFF in 2024, Karianne was vice president of digital at Weber Shandwick, led workshops at General Assembly, founded her own business, became a certified well-being expert, and released an album. As the lead of LEFF’s content marketing team, she looks forward to helping clients discover new opportunities to make an impact with lively, thoughtful content.

SVP, content innovation

Luke has crafted a writing life by pursuing—and creating—fresh opportunities. As a newspaper journalist in his native Australia and then as a foreign correspondent, freelance writer, editor, and management consultant, Luke developed the keen editorial eye and strategic perspective that has led him to the forefront of thought leadership and B2B publishing. Luke has helped leading organizations share transformative insights through print media and emerging digital platforms. Before joining LEFF, he was an executive editor at McKinsey & Company, managing director of Deloitte Insights, and global editor in chief for EY. Always driven to match the medium to the message, Luke collaborates with LEFF’s content marketing, editorial, and design departments to showcase clients’ most important ideas.

Partner

Alia approaches content like a conversation: She listens to clients to learn about their goals and responds with strategies that resonate with their audiences. Alia is an expert at translating ideas into smart, compelling integrated campaigns, and her experience in the agency world honed her abilities as a versatile creative partner and insightful innovator for enterprise clients such as Toyota, Kaiser Permanente, and Allstate. She got her start in publishing after living and working in Ukraine, where she focused on HIV/AIDS education and grant writing. At LEFF, she has assembled a team of multifaceted creatives who tell clients’ exciting, meaningful stories across channels and formats.

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Scott started LEFF in 2010 with the drive to make something new, and he’s committed to leading a creative team that says “yes” to a challenge. Scott’s early experiences playing music and managing a band gave him a chance to harness the power of promotion, cultivate strong professional relationships, and address problems with original solutions. As a managing editor of the McKinsey Quarterly and director of publications for Chicago 2016, the city’s Olympic bid organization, he continued to make bold decisions and explore ways to create distinct, powerful content. Now, Scott is helping clients achieve their goals with content that meets today’s complex business needs and strategies that position them for future success.