Building credibility in sustainability storytelling: B2C brands and the consumer trust gap

As consumers pay closer attention to brands’ sustainability claims, the challenge is no longer solely what companies do, but how they explain it clearly and honestly.

The second webinar in the series focuses on consumer-facing brands and retailers. We explore how to talk about complex topics such as supply chains, product impact and targets in a way that makes sense to everyday consumers – without overclaiming or greenwashing.

Discussion will cover what works (and what does not) in campaigns and product communication, approaches to avoiding greenwash and “greenhush” while staying ahead of regulation, and how to measure whether sustainability communication is building trust and influencing behaviour.

We’re continuing the series.

Building credibility in sustainability storytelling: How NGOs can strengthen trust through transparent communications

Thursday 5 February 9am EST / 2pm GMT / 3pm CET

As expectations around sustainability communication continue to rise, NGOs are under increasing pressure to demonstrate impact, explain complexity and be open about limitations. At the same time, they must maintain trust with donors, communities and partners while operating in an environment of heightened scrutiny and constrained resources.

This session, the third in the Sustainability Communications and Engagement series, will explore how NGOs are approaching sustainability communications in practice, focusing on:

• how NGOs are communicating impact, progress and setbacks more transparently
• the role of data, evidence and verification in strengthening credibility without overcomplicating messaging balancing compelling storytelling with accuracy, nuance and accountability
• navigating communications around corporate partnerships while maintaining trust and independence
• how expectations of NGO communications are evolving across donors, communities and business audiences

The discussion will examine what is working, where challenges remain, and what NGOs are doing differently as scrutiny of sustainability claims increases.

We’ll be hearing from:

• Kate Stritzinger, director of brand, impact and communications, Fairtrade America
• Courtney Holm, board director, Green Seal
• La Rhea Pepper, senior advisor, Regenerative Organic Alliance

Register to join live

We’re also building a network of professionals tackling similar challenges. If you’d like to hear more about upcoming sessions in the Sustainable Communication and Engagement Series or related stakeholder engagement projects, please complete this form.