The Future of Sustainability Communications: Moving Beyond Metrics to Meaning

As sustainability becomes ever more central to the corporate agenda, the language, strategy, and impact of communications are under intense scrutiny. At a recent panel event held in London and hosted by Clarity’s Responsible Business Unit (RBU), industry experts debated what’s next for sustainability communications and why the future must be more human, pragmatic, and narrative-driven.

The panel discussed some of the key findings from Clarity’s recent Clarity’s Responsible Business Outlook for Communicators report, including:

• 94% of UK respondents consider ESG a top business priority, showing that Responsible Business is now deeply embedded in the corporate agenda
• 47% of UK organisations have increased their ESG ambition in the past 18 months and 46% view ESG as a route to long-term value creation
• Communication in this area is evolving: 57% of UK organisations are now communicating their sustainability initiatives more frequently (slightly below the global avg of 64%), but in the UK the biggest challenges are budget constraints and stakeholder fatigue

Beyond Reporting: “We Forgot About People”

Isabel Kelly, ESG consultant, captured the audience’s attention by highlighting a key failing of the last decade: “We all got caught up in the pendulum, all the acronyms – CSRD, CSDDD, blah blah blah. It was all about metrics and reporting, and we forgot why we were doing it. We forgot about the people.”

This sentiment echoed throughout the discussion. Panellists agreed that while compliance and disclosure remain important, true sustainability communications must reconnect with the real-world impact on employees, communities, and society at large. “We need to tell the human stories,” Rebecca Harding, economist, author and Senior Fellow of the British Foreign Policy Group, urged. “It’s about changing systems, not ticking boxes.”

The Pendulum Swings Back: “Be Honest About What You Can Say”

Rob Agnew, Clarity Senior Vice President, Strategy, reflected on how the focus on ESG (Environmental, Social, and Governance) in the financial sector often prioritised investor demands over real change. “There was no real acknowledgment of impact beyond campaign delivery,” he observed. “Now, regulators and companies are realising this is much more complex.”

Practicality Over Perfection: “Start With What You Can Do”

The discussion also addressed the particular challenges faced by SMEs. “Most SMEs want to do the right thing, but they don’t know where to start. You have to break it down into something more pragmatic,” said Anthony Levy, Founder of Circularity First. “It’s about starting with what you can do and improving brand value by delivering for all stakeholder groups. There is a massive opportunity for corporates to build a business case and make more money - all while being more sustainable.”

This theme of pragmatism recurred, with several panellists urging companies to focus on tangible progress. Isabel Kelly stated: “Change the narrative. Use simpler language. Make it relevant to the people in the business – otherwise, nothing will happen.”

The Role of Government and Regulation

The panel returned frequently to the cultural dimension and broader economic narratives: “Economic security is crucial. It’s about jobs, opportunities, fairness, and communities. People are starting to understand what that means,” said Harding.

Despite the importance of individual and corporate action, the panel acknowledged the limits of voluntary progress. “Regulation is necessary, because people don’t act unless you regulate. But we need to shift mindsets, too – it’s about leaders, politicians and businesses working together,” Harding continued.

The Message for Communicators

As the session wrapped up, a key question emerged: How can professional communicators cut through apathy and scepticism? The panellists agreed - it’s about making it personal, telling stories that resonate, and focusing on what matters most to people – security, community, and hope. Agnew summed it up well, encouraging communicators to use sustainability communications to “be bold when you can and be quiet when you should”. 

Brands, he warned, must balance their ambition with credibility: “There’s an element where brands are now so nervous about saying anything, they’ve stopped communicating altogether. We need to be honest about what we can say – and when we need to listen instead.”

“Change the narrative,” Kelly concluded. “Make it about people, not just policies. The future of sustainability communications is about meaning, not just metrics.”

Download Clarity’s Responsible Business Outlook for Communicators report to get the latest insights, and talk to us about how Clarity can help your brand turn sustainability progress into a reputational advantage.