Make It Land: Smart Sustainability Communications for a Polarized Moment

With the world watching sustainability through the lens of UNGA, Climate Week, and COP, every brand is trying to break through. But in a cluttered, politicized environment, your success depends on three things: timing, relevance, and precision. Whether you want to stand out or stay under the radar, here’s how to make your message land.

1. Pick Your Moment

• Give media room to breathe. Journalists plan ahead around major global moments. If you want meaningful coverage, offer embargoed news 10–14 days in advance and be ready with spokespeople.
• Tie to tentpoles only if it adds value. Don’t chase headlines—only link to COP, Climate Week, or the SDGs if you’re bringing something new or clearly differentiated to the conversation.
• Know your play. Is this about broad reach or targeted influence? Decide early so your strategy follows suit.

2. Lead With Substance

• Skip the platitudes. Aspirational language doesn’t cut it anymore. Share real commitments, clear milestones, and what you’re doing now.
• Make impact measurable. Talk about outcomes people care about—jobs, cost savings, risk reduction, emissions, safety. Bonus points for third-party validation.
• Keep it industry-relevant. Show how your actions move the needle in your sector—whether that’s changing standards, shifting supply chains, or impacting customer expectations.

3. Speak to Your Core Audiences

• Tailor your message. One-size-fits-all messaging doesn’t work. Think about what your customers, employees, investors, communities, and regulators need to hear from you—and why.
• Frame by values. If your audience is mixed or skeptical, emphasize performance, innovation, resilience, cost efficiency, and local benefit—not ideology.
• Go where they are. Don’t rely on the press release alone. Pair your news with direct outreach, social content, partner comms, in-person moments, or paid placements.

4. Show Up Strategically

• Put leaders forward. Make your CEO or CSO visible—either on-site, in interviews, or through pre-briefs. Presence matters.
• Think beyond the press release. A well-placed byline or targeted social activation can go a long way with the audiences that actually move the needle.
• Use partners to amplify. Co-announcing with NGOs, suppliers, or customers adds credibility and reach—and shows the ecosystem impact of your efforts.

5. Stay Smart in a Polarized Environment

• Stay on message. Spokespeople should be trained to navigate tough questions—acknowledge nuance, but always bring it back to facts, outcomes, and accountability.
• Watch your language. Be deliberate in your word choice. Avoid polarizing terms unless it’s intentional and aligns with your values.

Anticipate the pushback. Be ready with smart responses to critiques around cost, credibility, or intent. Decide upfront when to engage and when to let it go.

Bottom Line

In this moment, clarity, credibility, and timing win. Whether you’re looking to maximize visibility or carefully manage your position, MikeWorldWide can help you find the right message, at the right time, for the right audience—without getting caught in the crossfire.