The future of sustainability communications

ESG has had a rough year — from unprecedented political attacks to increasing investor skepticism — leading many companies to rebrand their approach to sustainability or even halt using the vernacular entirely.

With rising climate volatility that’s not only impacting businesses but also their stakeholders in a myriad of ways, organizations are once again grappling with how to successfully communicate ESG strategies. Even those that have established themselves as a responsible and active voice in the conversation continue to face challenges on how best to lead that dialogue in a way that is authentic, compelling and relevant to their respective sectors and industries. 

As audiences are bombarded with misaligned approaches to sustainability and even outright misinformation, the need for comprehensive, thoughtful and creative communications strategies that tackle topics such as sustainability and related topics connected with ESG must naturally align with organizations’ existing brands, purposes, voices and missions. This is both a challenge and an opportunity for many.  

What is top of mind when it comes to sustainability

During a recent media panel hosted by Highwire, journalists from Reuters, Greenbiz and Reuters examined the current state and future impact of climate change and touched on key issues facing businesses across every sector and industry. Here are some key learnings that all companies should understand:

Amplification of communications

One of the most critical things an organization must do is keep employees, stakeholders and customers informed, especially as technology and innovation  flourish in an era that continues to be focused on sustainability. The more people who understand — and believe in — an organization’s efforts to combat climate change and to be more sustainable, the more momentum will build behind those efforts.

Investors still have ESG investment goals

Energy and sustainability stories also impact investments. In the last decade, there’s been a rise in ESG investment strategies screening or promoting a company’s stance on environmentalism and other social issues. Even though ESG investing has come under fire on Wall Street, it’s still a prominent force; 35% of the pension funds Apex Partners surveyed in 2023 still have ESG investment goals.

Political Impact

The Inflation Reduction Act is investing hundreds of billions of dollars into low-emission forms of energy. The impact for companies – especially those with the most riding on decarbonization efforts - will be significant. This has a number of implications for companies in industries with fewer policy regulations who are now developing practical and innovative solutions.

Sustainability will continue to be a large focus for many organizations

In this new era of climate volatility and environmental accountability, companies must rise above the noise with compelling, consistent and honest messaging to become trusted sustainability leaders. 

Highwire’s new Energy and Sustainability Practice Group is committed to helping companies and organizations tell their environmental innovation stories and to communicate the value of their broader ESG initiatives in compelling ways. We are actively supporting PG&E, Autogrid and Beewise as they concentrate their communications efforts on explaining how their respective cutting edge technologies and innovations are positively impacting sustainability in their specific domains – like the electrification of California, the value of microgrids and virtual power plants, and the power of AI to amplify sustainability and preserve species critical to environmental stability.

About Us 

Highwire’s dedicated Energy & Sustainability team features experts skilled at communicating a company’s sustainability, climate innovation and/or broader ESG story. We create engaging content that brings more attention to your business’s accomplishments, and offer integrated communications support, digital marketing and crisis & issues communications, among other services. 

The Highwire team’s experience ranges from energy management through our work with GE Digital to food crisis support through our work with Unfold and Beewise to telling the innovation stories for clients such as PG&E, AutoGrid and Hitachi Energy.