Sustainability language is unsustainable
By Alex Robinson, 11th September 2024
There’s a problem with environmental communications aimed at the public: a lot of it sucks.
There, I said it. And it matters, because we need a positive, empowering story to take root in society. A story that links everyday action, scientific progress, business and government commitment, and shows how they’re adding up to a better future.
The urgency of the climate crisis demands action everywhere: in the halls of government, in board rooms and in our living rooms. Specialist knowledge and technical language are often assets in the first two of those, but they can be a barrier for the third.
Research shows that most people would struggle to explain net zero to a friend, for example. But it’s not just jargon that’s the problem. Vague claims of being ‘better for the environment’ ring hollow when people can't grasp the concrete impact.
Don’t worry though, I’m not here to moan: today’s newsletter is about how we can all do better.
At Hubbub, we bring the private and public sectors together with people across society to create campaigns that make it easier and more possible for all of us to make choices that are good for the environment.
When it comes to sustainability comms, we’ve been testing what works – and what doesn’t – for a decade.
So how should we be communicating with the public? Here are some tips and examples. I’d love to hear what you think we’ve missed, or got wrong – drop us a line at hello@hubbub.org.uk.
7 tips for climate communicators
1. Paint a positive picture
Talk about the healthier, cleaner, greener future that people want, not the apocalypse they should avoid. Positivity is empowering and helps to drive action.
It’s why our annual Halloween campaign, Eat Your Pumpkin, is all about the delicious possibilities, and not finger-wagging about waste.
Last year the campaign reached people 18 million times, and 9,000 came to community events and saved 28 tonnes of pumpkins from waste; we don’t think a negative campaign would do that.
2. Highlight what we have in common
Most people care about climate and the environment but massively underestimate how much other people care.
We need to show and celebrate people like us taking action and our desire for governments to take the lead.
3. Focus on the benefits
People are motivated by tangible, everyday things that make their lives better.
At Hubbub, much of our work brings people together or helps them save money, for example, while making a pro-environmental choice at the same time.
4. Break it down
'Climate' is often the wrong frame. Be specific, and focus on helping people answer the question, 'What can I do?'.
Our Community Calling campaign tackles electronic waste and digital exclusion together, and focuses on the simple request: please donate your phone (no, seriously, if you’re reading this – please donate your old phone).
5. Creativity holds the key
Great design, humour, playfulness - these are the tools we should be turning to.
Remember: our communications aren't competing with each other in the sector. We're competing with every commercial campaign designed to attract people's attention.
The Hubbub team recently met Purpose Disruptors to hear about their work, including the first Agency for Nature. We were inspired by their collaborative approach - bringing together creatives from across the advertising industry to create hype for a slower, nature-connected lifestyle among Gen Z.
6. Tell stories
Us humans are hardwired to respond to stories, but 84.3% of sustainability campaigns are based on statistics. Tapping into emotions and the power of story is key to connecting with people. Futerra's 'Stories to Change the World' is a good place to start.
7. Meet people where they're at
Every audience is different. We need to be curious enough to tailor our work to the people we want to reach. And if that means tearing up the rules above sometimes, so be it!
It's your business
Like most challenges, there’s a great opportunity here for those who can get it right.
See the attention garnered by a recent letter from Fjällräven’s CEO to their customers, asking them to care for their products to make sure they last for decades, not just a year or two.
This isn’t ‘save the planet’ it’s ‘look after your bag for longer’, and it’s creating wins all round for the brand, their customers and the environment.
Or look at how Oatly balance a serious carbon message with a playful and provocative brand.
But it’s not always easy.
Stricter EU Greenwashing regulations and the Advertising Standards Authority's crackdown on ‘lazy green claims’ are welcome and necessary but add layers of complexity to public communications.
We wrestled this ourselves when sharing the benefits of plant milks recently: it was hard to be totally specific and utterly compelling at the same time! But ultimately this regulation incentivises us all to speak plainly, honestly and accurately.
Ultimately, great communication helps to strip away the confusion about the climate crisis and show that taking action makes sense.
We need everyone on board, and at Hubbub we’re committed to sharing our learning as we go, in the hope that we can help raise standards across the board.
If you’d like to talk about our how to get it right, we’d love to hear from you.
Are you a business that wants to collaborate?
If you have a challenge to share, or want to get involved with our work, we'd love to hear from you.
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