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"It is all very well being sustainable, but if it's not communicated then it doesn't add any value to our brand."
This was the challenge we heard from BLME, a sustainable finance company that had built a strong reputation through action over words. They understood that conveying their principles openly and authentically was essential to their next phase of growth.
The communication gap
Most businesses today have sustainability commitments. But there's often a disconnect between what they're doing and how they're communicating it. The result? Sustainability becomes a compliance exercise rather than a competitive advantage.
When sustainability is embedded properly into your business model – not bolted on as an afterthought – it should drive performance, innovation, and advocacy. It should be visible at every touchpoint.
From telliing to sharing
The shift we helped BLME make was moving from telling people about their sustainability principles to sharing them. This concept of sharing rather than telling became the foundation of their brand platform, permeating everything from their corporate materials to their press campaigns and digital presence.
This approach works because it's authentic. It treats sustainability not as a separate initiative, but as integral to how the business solves problems and creates value.
If your sustainability commitments aren't adding value to your brand, the issue isn't the commitments themselves. It's how – or whether – you're communicating them.
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