How to Navigate Sustainability Communication in the Trump 2.0 Era
Brands can still talk about sustainability in this polarized climate, but you have to know your audience and be authentic.
When Donald Trump first pulled the U.S. out of the Paris Climate Accord in 2017, many major companies publicly voiced their disagreement with this decision and pressed forward with their vocal, ambitious sustainability initiatives.
Here's how a Walmart sustainability leader responded in 2017, for example, as reported in The Guardian:
Now, however, many of the companies that spoke out against anti-ESG practices are seemingly tripping over themselves to fall in line with Trump's worldview — especially when it comes to social policies like DEI, but also by not challenging the latest withdrawal from the Paris Agreement.
When he did the same thing this week, they ignored it while flocking to Washington to hail his return to the White House," reported Politico.
However, that doesn't mean all brands want to — or arguably should — stay silent.
Still, many fear political backlash but also don't want to risk missteps that can cause bad PR, loss of customer loyalty, or even legal challenges.
Yet voluntarily shunning sustainability communication can also come at a cost.
"When businesses share what they’re doing to reduce their ecological footprint, it shows they’re serious and it builds trust and transparency, which consumers care about deeply. Also, employees, customers, and investors are all watching their operations very closely. They are savvy shoppers and can easily research which companies are and are not aligned to their core values for environmental, economic, and social justice," says Stacy Savage, founder and CEO of Zero Waste Strategies, a waste reduction consultancy.
Indeed, 63% of respondents in a global Deloitte survey said their employers are not doing enough to address climate change and sustainability, and nearly half said they purchased what they considered to be a sustainable good within the last four weeks (as of September 2024).
In other words, all corporate decisions carry some degree of risk. Turning your back on sustainability efforts could mean losing customers or employees, for instance, while speaking out publicly in favor of environmental action could also alienate some.
So, what can companies do to still talk about sustainability while minimizing some of the risks?
3 Keys to Effective Sustainability Communication
The exact solutions depend on factors like which risks are most relevant to your brand, but some suggestions that tend to cut across different business strategies include:
1) Know Your Audience
Understanding your audience can help you craft more effective sustainability messages that land with the right groups. It might seem like public perception has shifted against sustainability in the U.S., but don't assume your audience (which could include customers, investors, suppliers, etc.) feels the same.
"From a branding perspective, the focus should always be the target audience. So, if a company sells globally, or the target audience generally views sustainability as an important issue, or the younger generation are an important part of the audience, companies should continue making sustainability part of the overall message," suggests Alice Jiga, senior account executive at marketing/PR agency Moonlight IQ, based in London.
Ideally, though, brands will dive deeper than simply identifying if their audience cares about sustainability. To be most effective, consider segmenting your audiences into different groups with different messages.
For example, you might have multiple versions of your company newsletter with different recipients based on recent purchases.
As research from GlobeScan finds, there's a distinct split amongst those who are actively consuming with sustainability in mind: about half this group (23% of consumers overall) are considered "Enthusiasts" who seek out sustainable products and practices.
These consumers might be excited about the new t-shirt an apparel brand launched using regeneratively grown cotton, for example. On the flip side, there's Minimalists. These consumers are generally cutting consumption and more receptive to messages like around saving money. Highlighting discounts for bringing your own mug to a cafe, for example, could appeal to this group.
And yes, there's likely a solid group of your stakeholders who are indifferent about environmental action or are even hostile to sustainable messaging. If you can identify this audience — such as by noting who has not engaged with past environmental messaging — then it could be reasonable to tone down or turn off the sustainable branding toward this group.
That doesn't mean you have to actively be anti-ESG or abandon efforts to cut your carbon footprint, but the level of engagement might differ among different audiences.
2) Be Authentic
It may sound cheesy, but being authentic can be the antidote to many of the challenges that can come from speaking out on sustainability.
If a brand sees sustainable communication as a cash grab, without a real desire to drive change, that's what often leads to greenwashing and problems like lawsuits. In contrast, having an authentic desire to fight climate change often leads to more tangible, effective action, like setting Science Based Targets and other verifiable sustainability claims.
Yet even if money is the main motivator, being authentic about that can work — like advertising how your more energy-efficient product saves consumers money, and thus buying from your company is win-win.
Of course, don't solely focus on false proclamations about your sustainability credentials or sustainable practices. Consumers or other stakeholders like regulators will sniff out inauthenticity and misleading claims. But there's nothing wrong with emphasizing that you have a better mousetrap — you just might reel in certain types of environmentalists, like Minimalists, rather than Enthusiasts.
Also, be authentic about where you are in your sustainability journey. Stakeholders don't want you to paint a rosy sustainability story and make environmental claims if you can't back that up.
It's better to have transparent communication about challenges, like not being able to find the right materials to hit some of your sustainable development goals. Look at how Lego has been embraced for its openness about the company's efforts — and roadblocks — in moving away from oil-based blocks.
Ultimately, you have to consider brand values and how those align with your audience in order to shape your communication strategy.
"A brand’s message is much more intricate than a single topic, but the brand should stay true to its values and those of its customers," notes Jiga.
3) Focus on Practical Benefits
Lastly, focusing on the practical benefits of sustainability can be one of the most effective ways to broaden your appeal, especially in a political environment where climate action is often characterized as hurting, not helping humans.
Even in this era, highlighting advantages like economic savings can cut across divides. And this can be particularly useful if your marketing strategy doesn't involve segmenting your audience, and thus you need a more inclusive message."The key is focusing on practical benefits that everyone can agree on. Cutting energy and water use or reducing waste isn’t just about climate—it’s about saving money and running a smarter operation. Who doesn’t want that?" says Savage.
"I also think it helps to highlight community benefits. For example, if your sustainability work creates jobs or helps local businesses, that’s something everyone can rally behind. Nobody wants to hear a lecture, but people will respond to real, practical solutions from business representatives who can stand in their own authenticity," she adds.
If you can segment your audience, there can still be a lot of value in focusing on practical benefits, but the benefits you highlight might differ by group.
With Minimalists, for example, an EV company might highlight the long-term savings of charging vs. gassing up; with Enthusiasts, focusing on the user experience, like faster acceleration vs. gas-powered cars, could land well.
What Will Happen With Sustainability Communication in 2025?
Ultimately, businesses shouldn't feel like they can't talk about sustainability efforts now that Trump is president again. Yes, the public discourse has shifted somewhat, and brands might have to be a little more discerning with their messaging, but data still points to the majority of consumers caring about the environment.
For those who do find ways to still talk about their company's sustainability efforts and make real steps toward a more sustainable future, there can be big benefits.
"Honestly, I think that silence is a missed opportunity," says Savage. Those who greenwash or greenhush leave the door open for competitors to capture attention and market share, she adds.
However, brands need to make sure they're talking about real benefits and wins.
"The businesses that stand out will lean into transparency and back up their efforts with solid results, metrics, goals, and achievements. For example, instead of saying, 'We’re going green,” they’ll say, “We’ve reduced our energy use by 20% last year.' That’s the kind of thing people want to see and hear when considering where to spend their hard-earned dollar," adds Savage.
"I also think partnerships will play a bigger role in 2025," she notes. "Companies that team up with nonprofits, cities, or even their competitors to tackle shared goals will make a bigger impact and tell a stronger story."
Disclosure: Our parent company, JournoContent LLC, has clients involved in sustainability-related areas, among others. The owner of Carbon Neutral Copy, Jacob (Jake) Safane, has investments in sustainability-related companies, among others.
As such, conflicts of interest related to these and other investments/business relationships, even if unintended, may exist at times. Please email info@carbonneutralcopy.com if you'd like further clarification on any issues.