We’re in the age of misinformation. And whether it’s a video where Musk and Trump “Groove to Stayin’ Alive” or images of a darkened Eiffel Tower during the Paris Olympics, all of us have been exposed to some form of misinformation this year. Our growing exposure to misinformation means it now tops the World Economic Forum’s Global Risks Report as the biggest short-term risk globally.

In the age of misinformation, it’s more important than ever that sustainability communications tell the whole story.

Not only does misinformation contribute to widening societal and political divides; it also has a profound effect on what we see online, what we’re willing to believe and how our collective consciousness is shaped. Global levels of trust in digital content have declined over the last five years, with the prevalence of misinformation a main contributing factor. In sustainability, misinformation has eroded trust in scientific research, disrupted efforts to mobilise societies and damaged trust in climate policy. Corporations who have overstated their own progress have led to an increase in scepticism and a wariness of greenwashing claims, as suggested by a 2023 YouGov poll finding 55% of global consumers sceptical of brands’ sustainability claims.

For corporations looking to build trust among key stakeholders, communicating on their sustainability initiatives and progress is an important way to do so. But in the age of misinformation, communicating openly, honestly and without hyperbole – especially about sustainability – is more vital than ever. Brands who fail to communicate transparently, either through overstating their environmental credentials (‘greenwashing’) or downplaying their achievements (‘greenhushing’), not only risk undermining the positive steps they have taken but also add to the culture of cynicism that prevents positive engagement.

For those able to build belief and buy-in through their sustainability communications, the opportunities are huge. Not only because trusted businesses are more likely to foster customer loyalty, have stronger connection with stakeholders and have higher employee engagement, but because businesses do enjoy a greater measure of trust than that of governments and the mainstream media. By telling stories of genuine effort and progress, corporations have a key role to play in tackling false narratives and encouraging action. Equally important is the willingness to acknowledge when things don’t go as planned. Openly communicating missteps not only reinforces transparency but builds credibility, demonstrating a commitment to learning and improving.

Closing the trust gap in sustainability communications

In an information-saturated and sceptical landscape, credible, accurate and authoritative content can set sustainability communications apart and build belief that genuine action is being taken.

Regardless of the sector, level of progress made or the scale of the challenges ahead, we hope the below guidelines can help set a strong course to build trust.

1. Set clear goals. Setting clear, quantifiable goals and maintaining accountability on progress against them is a quantifiable demonstration of commitment. At Flag, we’ve worked with brands including General Motors, McDonald’s and HP to shape their sustainability strategy and share their progress, challenges and successes through transparent sustainability reporting and communications.
2. Tell your story consistently. From a sustainability report to a corporate website or social media post, a unified and consistent message not only builds trust but reinforces a brand’s commitment to achieving its sustainability goals across its communications channels. We love Lego’s use of long- and short-form content to highlight its progress on renewable sources using mass balance principles across its report, social media and website – a unified and consistent narrative that is tailored to the different needs and behaviours of audiences on each platform.
3. Acknowledge your challenges. Acknowledging limitations and addressing industry-specific issues can help build credibility and understanding of challenges unique to your business or industry. Despite its ‘planet-friendly’ positioning, footwear manufacturer Allbirds recognises its negative impact in its sustainability communications. Its Carbon Projects webpage begins with acknowledgement that ‘Allbirds pollutes the planet’, and why they believe they should be held to account.
4. Go behind the scenes. Building trust isn’t just about what you say, it’s about showing what you do. By going behind the scenes, through stories of employee experiences, insights into company values and the work environment, brands can show that they really can walk the talk on a commitment to transparency. Everlane publishes a list of its suppliers and subcontracts on its website, and offers insight into each of its factories, enabling the consumer to learn more about where their chosen clothing is made.
5. Don’t forget to listen. With numerous initiatives to communicate, brands can sometimes overlook the importance of listening and responding to stakeholder needs. Establishing channels that encourage questions and feedback and addressing them directly allows stakeholders to better understand the choices and trade-offs made. We love the Tony’s Chocolonely ‘mission drift’ online form, which enables any stakeholder to raise concerns anonymously if they find the brand not holding true to their mission of eliminating illegal labour from the chocolate industry.

As we navigate the age of misinformation, credible, accurate and transparent sustainability communications are needed more than ever. At Flag, we encourage our clients to see building trust as a key component of their communications approach and include trust-building as a key measure of success. While credible and honest sustainability communications have always been an opportunity for brands looking to stand out, in the age of misinformation they're also a responsibility.