Zeno Thinks: Halfway Through the Green Decade: Communicating Sustainability in Uncertain Times
Five years ago, the corporate world made bold promises about sustainability. Net-zero targets were set, green pledges made–and companies everywhere talked a good game about tackling the climate crisis. Now, here we are, halfway through what’s been dubbed The Green Decade, and those good intentions are looking decidedly wobbly.
This dilemma is at the heart of our new report Halfway Through the Green Decade. Because the world is in flux and the way businesses talk about sustainability needs to evolve with it.
If you’re already 100% confident about the future of sustainability communications, you might not need this report. But if you’re like most PR professionals—navigating an ever-evolving landscape—it’s full of insights that will help you stay ahead of the curve.
Here’s a taste:
- Silence Comes at a Price
Sustainability is complicated, and in uncertain times, some companies might be tempted to stay quiet. But silence isn’t neutral—it can be costly. Enter the Green Vacuum: the space left when businesses don’t communicate their sustainability efforts. That vacuum is rapidly filled by critics, competitors, or misinformation.
PR professionals need to help businesses take control of their own narrative. Even if the journey isn’t perfect, transparency and honesty are better than leaving people guessing.
- Sustainability Messaging Starts from the Inside Out
The best sustainability storytelling doesn’t start in the boardroom—it starts with employees. Companies that genuinely engage their people in ESG efforts will create a culture where sustainability becomes more than just a corporate talking point.
If employees understand, believe in and support their company’s sustainability commitments, they become its most credible advocates. But if they don’t? The external message will always feel hollow.
- It’s Time for a New Language of Sustainability
Let’s be honest: some sustainability buzzwords have lost their meaning. Green, transparent, eco-friendly—they’ve been overused, misused, and sometimes even weaponised. So we’ve come up with the New English Dictionary of Sustainability, a fresh take on the language used to talk about corporate responsibility and climate action.
For communicators, this means cutting through the jargon and focusing on clear, meaningful language. If a term doesn’t resonate with your audience—or worse, if it feels like greenwashing—it’s time to rethink the message.
Keeping the Conversation Going
At Zeno London, we don’t promise all the answers, but we do know which questions are worth asking. Halfway Through the Green Decade is designed to spark conversations, challenge assumptions and give PR professionals the tools to communicate sustainability more effectively.
Interested? Find out more at www.zenolondon.com
