Rethinking the ‘why’ of modern sustainability and climate comms

Emily Porro, is SVP, Impact Practice co-lead, The Bliss Group, and co-lead of Women in CleanTech & Sustainability – New York Chapter. 

As we head into 2025 amidst a significant reshuffling of priorities at the federal level, it’s essential as climate and sustainability communicators that we pause and re-evaluate the “why” behind our messaging. The motivations that once centered on saving the planet or reducing CO₂ emissions, must now address goals that resonate with the incoming administration and shifting public sentiment.

This is not the first time the country has had to frame how it communicates complex environmental issues. In the 1970s, growing public awareness of pollution led to messaging that emphasized the tangible benefits of cleaner air and water. By connecting these issues to everyday concerns, the narrative became more relevant and actionable. Similarly, Trump’s first presidency demonstrated how sustainability efforts could succeed when tied to economic opportunity and resilience. Now, as businesses recalibrate their sustainability messaging once again, they’ll need to align with today’s priorities while continuing to drive meaningful action.

1. Move from big ideals to what’s in It for me
   One of the most significant lessons from the first Trump Administration is that discussing sustainability as a driver of cost savings, job creation and personal health resonated more with the American public than abstract calls to combat climate change and protect our natural resources.

For example, General Motors positions its electric vehicles as both an eco-friendly and economically savvy choice, emphasizing savings over time and job creation tied to EV manufacturing. GM’s EV strategy emphasizes affordability and job creation, offering a clearer, financially appealing picture of sustainability. Similarly, Ford highlighted the economic advantages of EVs, including government incentives and reduced fuel costs.  Ford’s messaging focused on clear, practical, money-saving benefits to appeal to a broader audience.

Consider reworked messaging like, “Our sustainability practices aim to reduce CO₂ emissions to combat the global climate crisis.” Instead, an audience-first message would look something like, “We’re cutting energy waste to save families money and ensure clean air.”

2. From climate sacrifices to innovations
   During Trump’s first term, many companies had already started to reframe sustainability not as a series of sacrifices but as a natural outgrowth of innovation and progress, and communications professionals should take a page. Companies like Microsoft are highlighting carbon-negative goals through the lens of innovative advancements like AI and carbon capture and how they can drive efficiencies and business growth. Now, as people are increasingly focused on technological progress and solutions over climate impact, the emphasis should remain on how green initiatives foster innovation and enhance efficiency.

Framing sustainability initiatives as part of a broader technological revolution — whether it’s through AI, clean energy, or carbon capture — can help businesses align with the priorities of a larger audience. Sustainability and climate tech are the means (not the reason) to get there.

For example, instead of saying, “We’re cutting emissions to fight climate change,” companies should be reframing their audiences pain points in a new way, such as, “We’re introducing smarter systems to deliver more efficient and reliable energy at a lower cost to the consumer.”

3. From global crises to local and community impact
   One of the major communication shifts during the first Trump presidency was the move from discussing global environmental crises to focusing on local benefits and practical wins. Patagonia, for instance, while very climate-forward in its messaging, also elevates its commitment to local initiatives and community-driven storytelling. Starbucks also localizes its sustainability efforts, emphasizing how its initiatives help protect biodiversity and support local farmers. Today, with many people feeling disconnected from global issues, tying sustainability efforts to communities will resonate more than ever.

For example, instead of saying, “Support global climate goals,” companies should now consider messaging like, “Help protect the air, water and resources in your community.”

4. From alarm to resilience
   As businesses face rising consumer concerns about economic instability and disruption, reframing sustainability as a strategy for resilience and long-term security will be a powerful tool. Duke Energy positions its renewable energy investments as part of a broader strategy to ensure energy reliability and resiliencyin the face of extreme weather events, which were becoming more frequent due to climate change.

Today, with many Americans concerned about security, stability and resilience in the face of global uncertainty, this messaging strategy remains key. Sustainability is no longer just about protecting the planet; it’s about ensuring reliability for future generations, whether that means energy security, food stability, or a reliable workforce.

Therefore, instead of saying, “We’re fighting for the planet’s future by tapping into cleaner energy,” say, “We’re delivering reliable energy for your family and business.”

5. From lofty goals to tangible results
   Finally, one of the key lessons from the first Trump administration is the importance of focusing on concrete results rather than distant, abstract goals. Communicating specific milestones and showing clear progress — not just in terms of environmental impact but also economic benefits like job creation or health improvements — will help build trust and credibility with today’s more skeptical audience. Some of Unilever’s targets are helpful great models for this approach, as they have named goals with very specific metrics ranging from protecting and restoring “1 million hectares of natural ecosystems by 2030” and implementing regenerative agriculture “on 1 million hectares of natural ecosystems by 2030.” These can be measured and reported in a tangible way, which better aligns with a skeptical public.

Therefore, instead of saying, “We’re committed to bold climate action,” consider messaging like “We’ve already reduced emissions equivalent to removing 200 million cars from the road and plan to increase our goal to the equivalent of 500 million cars by 2030.”

In the post-Trump era, focusing on personal benefits, technological innovation, local and community impacts, resilience and tangible results, businesses can connect with consumers more meaningfully by answering the question “why” in a way that is more closely to where they are. A broader shift in public attitudes and sentiment does not mean that we are at the end of the road on climate action. We just need to adjust to audiences who are increasingly looking for practical, actionable, measurable solutions to address their own challenges directly.