There’s no denying that we’re living in a unique socio-political climate—especially when it comes to the sustainability conversation. Odds are that your company is not just grappling with how to pivot or fine-tune sustainability initiatives, but also how to effectively communicate these efforts in a way that won’t get you “canceled.” As perceptions evolve and societal priorities shift, the language we use to discuss sustainability continues to play a pivotal role in shaping consumer trust and engagement. 

Expanding definitions 

The term "sustainability" is laden with diverse meanings, varying widely depending on personal perspectives and priorities. In fact, the number of terms associated with sustainability rose from 5.2 in 2017 to 6.1 in 2023.¹ Since then, certain terminology has likely increased in relevance whereas other associations may no longer resonate.  

While the associations with sustainability are vast, they generally ladder up to four key themes: Environmental Resilience, Social Responsibility, a Greener Economy and Personal Benefits. These broad categories can serve as entry points for companies seeking to articulate the multifaceted benefits of their sustainability initiatives. However, simply optimizing your marketing messaging with these various terms is a quick way to incite confusion, skepticism and backlash.  

The pitfalls of language 

Effective sustainability communication demands clarity and transparency. For example, consider the many creative ways the industry describes corporate goals around the emission, offsetting and capture of carbon: "carbon neutral," "net zero," "climate positive," "carbon negative," "carbon positive," even "nature positive." While many consumers see these goals as important, most do not understand the specific differences between these various terms used. 34% believed that the term “climate positive” best described this practice in 2023, but companies use several terms and consumers are divided over alternatives.¹ With so many terms, there is already significant potential for confusion, not to mention suspicion of these being mere marketing ploys.  

No matter the concept, companies must navigate language carefully. Yes, using straightforward and relatable language to convey your initiatives is critical. But doing the things you say you’re going to do because you believe in them—not just because you feel pressured to—puts another dimension of meaning behind your words. 

Navigating ideological terrain 

Many Americans, regardless of their partisan affiliations, are primed to interpret sustainability-related measures as ideological. In today’s landscape, that may scare many sustainably-minded companies. But that doesn’t mean you should ignore these issues in corporate efforts or communication—especially if they’re part of your core brand ethos. Instead, seek to understand how your targets interpret your company’s stance on issues through the lens of culture. This is where strategically leveraging semiotics comes in handy: helping to decode unconscious, unexpressed needs to capture what lies beneath the surface of consumer decision-making.  

Looking ahead 

Our upcoming report, Sustainability 2025: Do Consumers Care?,  will establish a new perspective on what sustainability really means to consumers today. Updated survey questions will get to the root of consumer perceptions of specific terminology and claims, diving deeper into evolving expectations and implications for your business. Pre-purchase your copy of these essential insights so you can make culturally-informed refinements to your sustainability messaging using the right tone, language and semiotics. 

1. Sustainability 2023: Making Things Personal, Hartman Group