How Clarity Builds Trust in Sustainability Communications

Lee Green
Dec 20, 2025
3 min read

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 sustainability is complex, fast-moving, and often uncomfortable to talk about openly.

Clarity isn’t about oversimplifying that complexity. It’s about precision, not simplicity. It’s about being precise, honest, and intentional in how you communicate it.

Why clarity matters more than perfection

A lot of sustainability content aims for perfection.

Perfect language. Perfect framing. Perfect alignment with every framework, standard, and expectation.

The result is often content that is technically accurate, but emotionally unconvincing.

Audiences don’t distrust sustainability because they don’t care. They distrust it because they can’t tell what’s actually happening, what’s still unresolved, and where the organisation genuinely stands.

Clarity builds trust because it signals confidence without defensiveness. It tells people: this is what we know, this is what we’re doing, and this is what we’re still figuring out.

The three types of clarity that build trust

In practice, clarity tends to show up in three key ways.

1. Clarity about what you are actually doing

This sounds obvious, but it’s where many communications fall down.

Instead of trying to cover everything, clarity comes from being specific about the actions you genuinely control. That might be a programme, a pilot, a supplier partnership, or a single operational change.

Clear communications don’t say “we’re transforming our value chain”. They say where they’re starting, what they’re changing, and why it matters.

2. Clarity about what you are not doing (yet)

This is the hardest part, and often the most powerful.

Being honest about limitations, gaps, or work in progress feels risky. But it’s often what makes content credible.

Acknowledging what isn’t covered, what’s still being tested, or where progress is slower than hoped helps audiences understand the journey, not just the destination.

3. Clarity about why it matters

Not every audience needs a deep dive into methodology or metrics.

What they do need is a clear explanation of why this work matters in real terms. For the business. For workers. For communities. For customers.

Clarity connects sustainability actions to real-world outcomes, rather than abstract ambition.

Where clarity breaks down in sustainability communications

If clarity is so important, why is it so hard to achieve?

A few common reasons come up again and again:

Borrowing language from much larger organisations that doesn’t fit your reality
Over-qualifying every sentence until it says very little
Confusing accuracy with credibility
Letting legal or technical reviews strip out all human voice

None of these are signs of bad intent. They’re signs of teams trying to be careful in a high-pressure environment.

What clarity looks like in practice

Clear sustainability communications don’t try to impress. They try to be understood.

They favour:

Plain language over jargon
Specific actions over broad commitments
Honest framing over flawless narratives

For example, a vague claim might sound confident, but a clear one explains scope, limitations, and intent without apology.

That kind of clarity doesn’t weaken trust. It strengthens it.

Clarity is a practice, not a one-off fix

Getting clearer about sustainability takes time.

It involves testing language, listening to feedback, and being willing to adjust how you explain your work as it evolves.

Trust doesn’t come from saying the right thing once. It comes from showing, consistently, that you’re trying to be understood rather than admired.

A simple clarity check before you publish

Before you hit publish on sustainability content, ask yourself:

Could someone outside my organisation explain this back to me?
Have I been clear about what this does and doesn’t cover?
Does this sound like a human explaining their work, or a brand defending itself?

Clarity won’t solve every trust challenge in sustainability communications.

But without it, trust rarely has a chance to grow.

Let me know what you think.