Sustainability has become one of the hottest topics in corporate communications. Reports, press releases, videos, and campaigns are all being used to highlight green initiatives and prove a company’s commitment to change. But here’s the real challenge: what if the way you communicate is undermining the very story you want to tell?
An article in the Journal of Strategic Innovation and Sustainability (Vol. 15(1), 2020) by Angela Bittner-Fesseler and Johann Ferdinand Weicht makes a strong case for a new approach. Their central argument is that sustainability-integrated communication — not just sustainability communication — is the missing piece. In other words, it’s not enough to talk about sustainability initiatives. Communication itself must follow sustainability principles if it’s to be credible.
This is where working with a sustainability copywriter can add real value, helping organisations make their communication practices just as sustainable as the messages they share.
Why Sustainability-Integrated Communication Matters Now
The study highlights two important observations:
- Most corporate communication on sustainability only talks about projects and initiatives. That’s important, but it’s not the whole story.
- The way companies communicate—through channels, formats, frequency, and tone—rarely reflects sustainability values.
If communication itself wastes resources, overwhelms stakeholders, or appears inconsistent with behaviour, then the sustainability message will not be trusted. An ESG copywriter can help bridge this gap by ensuring that sustainability narratives are grounded, credible, and aligned with actual performance.
Communication as a Limited Resource
The article reminds us that communication is as central to business as energy or raw materials. But communication consumes resources too: paper, electricity, and perhaps most importantly, attention. Stakeholder attention is finite, just like natural resources.
When audiences are flooded with repetitive or superficial information, trust diminishes. A skilled impact report writer can help companies refine their sustainability and ESG content so that it respects attention as a scarce resource while still communicating complex data effectively.
Rethinking the Triple Bottom Line Through Communication
For years, the Triple Bottom Line — economic, social, and environmental — has shaped sustainability strategies. But the idea of sustainability-integrated communication asks us to reconsider.
- The environment is finite and non-substitutable.
- Human attention is finite and must be respected.
- The economy should operate within those boundaries.
For communications managers, this means avoiding the “more is better” approach to campaigns and reports. Instead, practical corporate communications sustainability support can help streamline outputs, ensuring that every message adds value and aligns with both ecological and social limits.
What Does Sustainability-Integrated Communication Look Like in Practice?
According to the article, this approach requires embedding sustainability into every layer of communication, not just into reporting. That means:
- Content: Highlight products, services, and behaviours that genuinely support sustainability.
- Form: Use responsible formats and channels—digital-first, resource-conscious, and minimal waste.
- Message: Align communication with actual corporate behaviour.
- Effect: Ensure messages strengthen credibility rather than undermining it.
The Strategic Opportunity of Sustainability-Integrated Communication
Shifting to sustainability-integrated communication is not about cutting costs. It’s about finding out strategic advantages:
- Building trust and credibility with stakeholders.
- Embedding sustainability into the organisation’s DNA.
- Securing reputation and legitimacy in an era of rising scrutiny.
For many organisations, achieving this requires outside expertise. A sustainability copywriter, ESG copywriter, or impact report writer can provide the specialist guidance needed to embed sustainability principles into communication strategies and outputs.
Takeaway for Communications Managers
I believe this study is a wake-up call: traditional sustainability communication is no longer enough. To remain credible, companies must also practice sustainability-integrated communication.
When planning your next campaign, ask yourself:
- Is the form of this communication resource-efficient?
- Does the content respect ecological and social boundaries?
- Does the message reflect actual behaviour?
- What effect will this have on stakeholder trust and attention?
If you can answer “yes” to these questions, you’re not only talking about sustainability — you’re also communicating sustainably. With expert corporate communications sustainability support, your organisation can stay consistent, credible, and impactful.