Developing Your Sustainability Brand Voice

You know your mission backward and forward, so it should be easy to get the word out, right?

One of the most commonly overlooked aspects of sustainability marketing is voice — as in your brand’s personality and point of view — and yet this key element determines how you speak to your customers, readers, vendors and partners, whether online, on social, or even on packaging and events.

Every time someone visits your site, watches a video, reads a social post, or attends an event, it's an opportunity to demonstrate your genuine commitment to sustainability and build trust. Stakeholders increasingly expect transparency and authenticity from brands making environmental claims, making your voice crucial for building meaningful connections.

A sustainable brand voice can be bold, nurturing, scientific, or inspirational. When creating a sustainability-focused content strategy, consider these key ingredients:

sustainability Personality

What environmental values define your brand? How does your sustainability story reflect your company's deeper purpose? What makes your environmental approach different from competitors who might be greenwashing?

eco-conscious Audience Segmentation

Who are your environmentally concerned stakeholders? Are they climate activists, conscious consumers, or corporate partners? Where and how do they engage with sustainability content?

green Editorial Guidelines

Develop sustainability-specific language that accurately represents your environmental claims. Include terms to embrace (read: regenerative, circular, etc.) and greenwashing phrases to avoid (e.g., eco-friendly without evidence, vague “green” claims).

Impact-focused Calendar

Align your content with relevant sustainability moments (Earth Day, Climate Week) while maintaining year-round commitment. Personalize content for different stakeholder groups based on their environmental priorities.

sustainability Feedback loop

Track not just engagement metrics but also how your audience perceives your environmental claims. Use feedback to refine messaging and ensure it reflects evolving sustainability best practices.