The brand imperative for communicating sustainability

Campaign ME

14-07-2025

Communicating environmental sustainability in ways that cut through scepticism while driving genuine engagement can be challenging. According to Veolia's latest Ecological Transformation Barometer, while 81 per cent of respondents in the UAE now recognise that climate change is happening, 21 per cent remain uncertain about its causes, with some attributing it to natural phenomena or expressing doubt altogether. For brands, this data reveals a critical insight: there's still significant work to be done in education and awareness-building to create long-lasting impact.
The challenge lies in transforming technical subjects into brand narratives that resonate beyond engineers, policymakers, and industry experts. While these groups are crucial in driving decisions, real brand impact comes when sustainability messaging connects with everyday consumers – those who hear about climate change but may not fully grasp how their purchasing decisions can drive meaningful environmental change.
It's this human connection that holds the true power of brand communication, making sustainability not just accessible but also relatable and actionable for everyone. Communicating sustainability requires both precise data and emotional resonance – a strategic balance that can truly engage audiences and drive change.
However, awareness alone doesn't translate to brand loyalty or consumer action. As the public becomes more informed, they also grow more sceptical of how brands communicate their sustainability efforts. This is precisely why credibility in sustainability messaging has become a brand differentiator.
Today's consumers demand data-backed evidence, transparent reporting, and measurable outcomes that leave no room for greenwashing. Brands that succeed in this environment practice honest storytelling. They are open about both successes and challenges, demonstrating real progress rather than perfection, and grounding every claim in verifiable science. This approach builds trust and creates a competitive advantage in an increasingly crowded marketplace.
By prioritising facts and transparency, brands can build trust and foster strong, long-term relationships with consumers who are increasingly discerning about sustainability claims.
Creating emotional brand connections
Facts build trust, but stories build emotional investment, and emotional investment drives purchasing decisions. While transparency and data are crucial for brand credibility, they can often feel abstract or technical to consumers. Human interest stories help bridge this gap by translating complex sustainability efforts into relatable, real-world impact stories that resonate.
Smart brands understand that behind every sustainability initiative are people. This approach goes beyond transparent reporting by weaving powerful storytelling that showcases the people driving progress and the communities benefiting directly from these initiatives.
For brand leaders, this represents a crucial insight: sustainability communication isn't just about environmental impact – it's about human impact. Brands that master this connection create deeper emotional engagement and reinforce trust, making their sustainability efforts both authentic and memorable in the minds of consumers.
Building future brand advocates through transparent sustainability
True long-term brand success in sustainability starts with the next generation. Forward-thinking brands recognise that creating a greener future requires investing in education and shaping mindsets towards environmental stewardship. By equipping young people with sustainable literacy, brands are contributing to environmental awareness while building future brand advocates who will carry these values into adulthood.
But reaching younger audiences requires brands to meet them where they are, with content that feels accessible and engaging rather than preachy or abstract.
To address this challenge, Veolia launched 'Let's Turn the Tide.' This is a podcast that breaks down complex sustainability topics into practical and accessible conversations for the wider public. Podcasts offer on-demand content that resonates especially well with younger audiences while positioning a brand as a thought leader in the sustainability space. To spark even greater interest, Veolia also created a children's comic book, 'Green Girl,' which follows Amal, the zero-waste hero, on a mission to promote environmental awareness. These initiatives demonstrate how brands can create lasting impact by investing in education and early engagement. By meeting children at their level and making big ideas easy to grasp, brands can empower the next generation while building long-term brand affinity and market positioning.
The future belongs to brands, leaders, and governments who embrace transparency, connect through real human stories, and invest in shaping sustainable mindsets from an early age. In an era where consumers increasingly make purchasing decisions based on brand values and environmental impact, this is essential for long-term brand viability.
Effective sustainability communication demands a careful balance of data-backed communication, emotional storytelling, and early education. Brands have to go beyond informing consumers to inspire action, build trust, and create lasting behavioural change that benefits both the environment and the bottom line.
When brands truly understand and help consumers relate to sustainability, it moves from being a distant concept to a shared responsibility – and that's how real change happens, both for the planet and for long-term brand success. The brands that master this balance will not only survive but thrive in the sustainable economy of tomorrow.
By Zineb Chaoudri, Director of Communications, Veolia Near & Middle East