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Impact has become one of the most overused and misunderstood words in sustainability communications . Everyone wants to show they’re making a difference. The problem is that, under pressure, many organisations end up saying more than they can prove or promising more than they can deliver. That’s rarely because they’re dishonest. It’s usually because they don’t know how to talk about progress, limitations, and intent in a way that still sounds confident. Here’s the good news:

1. Introduction: The High Stakes of “Going Green” In today’s market, the pressure on companies to demonstrate environmental responsibility has never been greater. Customers, investors, employees, and regulators are all paying closer attention to how organisations talk about sustainability . That pressure makes it tempting to reach for simple, appealing terms like “eco‑friendly,” “green,” or “sustainable” to describe products, services, or operations. While often well‑intentio

If there’s one word that comes up again and again in sustainability conversations, it’s trust . Brands want it. NGOs need it. Everyone worries about losing it. And audiences are increasingly sceptical of anything that sounds polished, overconfident, or too good to be true. What’s interesting is that most trust issues in sustainability communications don’t come from outright dishonesty. They come from a lack of clarity. Not because people are trying to mislead, but because sus

Sustainability communications jobs have quietly become some of the most complex roles in organisations today. On paper, they often sound straightforward enough: communicate sustainability commitments, manage messaging, support campaigns, tell the story. But anyone actually working in sustainability communications knows the reality is far messier and more complicated. These roles now sit at the intersection of risk, trust, regulation, reputation, and expectation. And that shif

Sustainability communication can be a minefield; not because people don’t care, but because everyone feels the pressure to get it right. And when you’re a small team juggling a hundred other things, it’s easy to feel like you’re one sentence away from saying something wrong, sounding preachy, or attracting the "Actually…" brigade on LinkedIn. So we end up playing it safe. Or trying to sound more impressive than we are. Or staying quiet altogether. Here’s the thing: most susta

(And Why “Making Stuff Up” is a Feature You Don’t Have to Accept) People talk a lot about how AI can write for you, but that’s never been the part I find most interesting. Writing is the final two percent of the job. The harder part, and the part most communicators struggle with, is thinking clearly enough to get there. That’s where AI can genuinely help: not as a writer that replaces you, but as a partner that removes friction. The tool that helps you structure your thoughts

I never set out to build a career in communications. I just liked writing; first stories, then essays, then anything that helped me make sense of ideas. It wasn’t a grand plan; it was simply something I enjoyed. Studying English Literature and Publishing in Oxford sharpened that instinct. I started to pay more attention to clarity, structure, and how the right words make complicated things feel simple. My early twenties took me to Inner Mongolia, where I taught English. That

That gap — between good intentions and credible communication — is exactly why I created My Green Comms.