Trend predictions for sustainability communications in 2025

ESG and sustainability won’t fall off the agenda in 2025, but companies that get it wrong might. 

2025 has kicked off and commentators warn that responsible business practices might be sidelined this year. The Trump victory has fueled anti-ESG rhetoric and seen companies walk back commitments, Elon Musk blames DEI for the worst fires in California’s history, and ongoing cost of living pressures are having an impact on consumer spending habits.

This year is not about scaling back, but rather, about stepping up, refining strategies, deepening integration, and transparently demonstrating impact to build resilience and enhance competitive advantage.

The urgency of action is demonstrated by the Californian fires, and the news that last year was the first year to pass 1.5C global warming limit. There is clear momentum around the world. The roll out of renewable energy is soaring, new disclosure directives are leading to greater action, transparency, and accountability, and regulation is spurring action in areas like modern slavery, circular economy, and decarbonisation. 

Investors are still looking for evidence of responsible business practices that mitigate risk and create long-term value. Consumers want sustainability to be baked into goods and services, and employees want to work for companies with aligned values. 

The companies that will stand out as 2025’s sustainability leaders: 

1. Human-centric storytelling: Companies will stand out if they make human impact the core of their sustainability narrative. It's not just about ticking boxes on labor rights; it's about showcasing how your business uplifts communities and enhances real lives across the value chain.

2. Rising expectations: The bar moves higher in sustainability as companies continue to build on their progress, and as we better understand how to make the biggest impact. Responsible Businesses must demonstrate deep commitment across their entire value operation to maintain a competitive edge. This in turn provides the right calibre and quality of stories to fuel communications about responsible business practices. 

3. Clear communications: Many consumers still misunderstand key sustainability terms, including ‘net zero’ or ‘circular economy’. Keep it simple, speak in clear terms, and break down any jargon, keeping communications relevant, informative, honest, and compelling. 

4. Be inspiring! Amid a feeling of doom and gloom, people still want to hear the good news.. as long as it’s backed up by evidence. Be creative and inspiring, while maintaining an honest, and authentic narrative. 

5. Empower internal voices: Responsible Businesses will foster a culture where sustainability is everyone’s responsibility. Employee-led storytelling is an excellent way to showcase company values, commitments and achievements both within and outside your organisation.

6. Collaborate: WEF 2025’s theme is Collaboration for the Intelligent Age, highlighting the importance of working together to solve big challenges that impact us all. Sustainability isn’t a challenge for one company, it’s a challenge for our whole planet, and the better we collaborate, the greater the opportunity to move with greater pace, efficiency, and scale. 

Responsible businesses will navigate the risks, adapt to the low-carbon economy, and make impactful changes throughout their operations. This will not only set the stage for meaningful interactions with stakeholders but will see them outperform over the long-term.

As we look ahead, sustainability communications will require insight, transparency, creativity, and unwavering commitment. Companies that integrate these elements into their strategies will be best positioned to lead the journey towards a sustainable future.

To learn more about Clarity's Responsible Business Unit, head here.