Founders are understandably keen to tell their customers about their efforts in building and scaling sustainable startups. From my experience, however, getting the message across can be challenging.
It can certainly be a minefield. On one hand, you can be labelled as greenwashing. On the other, there's the risk of being accused of green-hushing or green-stalling — where businesses remain silent about or delay implementing eco-initiatives for fear of reputational risks if they falter.
Here’s ten of the most common mistakes startups and businesses make when discussing sustainability:
Relying on carbon offsetting
Once regarded as the ‘solution du jour’ for businesses looking to quickly mitigate environmental impact, carbon offsetting is now living on borrowed time. The use of terms such as ‘environmentally friendly’, ‘climate neutral’ or ‘eco’ — when not backed by scientific proof — will be banned in Europe by 2026, including a total ban on using carbon offsetting schemes to substantiate these claims.
Organisations from Fifa to Apple have previously been called out for making misleading claims and relying too heavily on carbon offsetting schemes. As we move away from this fast fix mentality, new legislation will push companies toward finding ways to produce less emissions throughout the supply chain — rather than simply offsetting after the fact. Startups are in a unique position to get on the front foot when implementing and communicating about these initiatives — as they are by nature agile, innovative and solutions driven.
Focusing on the negatives to engage audiences
Founders know that audiences are, on the whole, concerned about climate change and understand it to be a hugely pressing issue. At the same time however, constant negative messages can lead to desensitisation and produce feelings of hopelessness, overwhelm and fatigue, rather than inspire action. Google news searches around the term ‘climate anxiety’ have skyrocketed in recent times.
People want to know what they can do to help, so balancing messages regarding the dangers of a specific issue with what positive, achievable actions can be taken, or are already happening, can be both compelling and motivating. The media outlet Positive News recently ran a billboard campaign highlighting the communities, organisations and projects that are making a tangible difference to the planet — it stood out against the doom and gloom we’re used to seeing.
Providing facts and figures without tangible comparisons or information
In communications around climate change, we often hear that a specific amount of emissions was removed from the atmosphere, or a certain weight of rubbish was recycled, but what does this actually mean or look like in practice? Often claims sound impressive but audiences can be left in the dark with regards to the impact that has actually been achieved.
Startups like Ocean Bottle recognise the importance of customers quickly and easily being able to visualise and understand the impact they’re making. For every one of the company’s reusable flask products sold, over 1000 waste plastic bottles are collected, prevented from reaching the sea and recycled - ‘Buy 1, rescue 1000’ as they catchily frame it.
Believing B Corp status to be the be-all
Becoming a B Corp is a fantastic achievement — it’s a highly credible stamp of approval to show your startup cares about people and the planet. But it’s not everything. There are plenty of businesses out there making great strides without yet achieving certified status and there are many other companies who have tripped over their sustainable shoelaces — Brewdog and Havas are proof that becoming a B Corp doesn’t mean it’s all plain sailing from there on out.
Assuming certain widely used words and phrases are meaningful
A recent survey found that only around 25% of consumers admitted they had a thorough understanding of what terms such as ‘green’ and ‘sustainable’ actually mean. This is surprising, seeing as companies, both established and startup, use these terms regularly in their messaging.
The research highlighted that there was a clear correlation between increased consumer understanding and how positively people felt about specific words and phrases. For startups in the process of iterating sustainability messaging, this should instigate a pause for thought and it also presents an opportunity. A greater understanding around these knowledge gaps could help you educate, inform and engage audiences in more creative and meaningful ways.
Failing to go into detail about the ‘how’ or the ‘what next?’
Previously, companies announcing initiatives to be ‘net zero’ or ‘climate neutral’ may have received a pat on the back, job done. These days, the response is more likely to be: ‘Great, but how did you get there and what does that mean exactly?’ Increasingly, an eco claim must be backed up with details — startups must show their workings to achieve greater levels of transparency and gain audience trust.
For some inspiration on how to do this right, look no further than Coldplay. On their recent world tour, the band said it was able to emit 47 percent less carbon. It then followed up with a detailed report that showed how they did it, from more energy efficient lighting and kinetic power producing flooring, to reusable wristbands. It also admitted that 47% was a decent effort, but not good enough — there’s always room for improvement.
Being afraid of criticism
Any founder knows that surrounding themself with ‘yes’ people can be a slippery slope, but it still happens. Why? Because our startups are like our kids, it’s fine for us to be critical of them, but when someone else is, it hurts. With regards to green messaging, shying away from criticism can be a disaster waiting to happen.
To ensure communications are robust and will resonate, invite criticism — at least from as many reputable and verified sources as possible — and then engage with your stakeholders, including customers, partners and investors, as each will bring a different perspective. Businesses successfully taking this approach include Puma — the brand is currently working with Gen Z audience groups and influencers to help shape its sustainability strategy, including encouraging them to actively critique it.
Losing sight of the bigger picture
The climate crisis is important to audiences, but in a number of recent studies, the cost of living crisis still wins as the number one concern for both businesses and consumers.
Meeting customers where they’re at is important and startups can’t lose sight of the wider context around how people make choices and purchase sustainable products and services.
Where possible, you should aim to address these dual issues in your company’s communications. The UK government may want us to believe we can either ‘have it green or have it cheap’ but there’s much startups can do to challenge this narrative. From talking about the long term cost savings of more efficient and green services, to the benefits of well-made, durable products, rather than throw-away items.
Avoiding the climate-sceptic media
Preaching to the converted is comfortable and reassuring but it also means your messages will only go so far. A startup founder adept at engaging with ‘tricky’ audiences is Dale Vince of renewable energy provider, Ecotricity. The self-made businessman inspires a high level of coverage, engagement and conversation across the spectrum of the media landscape.
Vince is even willing to tackle the likes of GBNews or TalkTV - channels which are at times openly sceptical about green initiatives and climate solutions. And although this approach isn’t for the faint-hearted, in the communications game, those who stay in their echo chambers and are hesitant to voice their opinions, tend to get left behind.
Communicating only about physical carbon footprint
It wouldn’t be an article written in 2024 unless I mention AI. As well as the impact of our physical actions on the environment, which is well-documented, online emissions is the latest metric that startups need to be clued up on and communicating about. Earlier this year, a report by Utility Bidder, named the ‘most sustainable fashion brands’ in terms of digital emissions.
On a wider scale, many organisations, industry bodies and media outlets are taking a closer look at how companies are measuring the environmental cost of their AI use, which is likely to become an increasingly pressing issue as these tools become more prevalent.
Getting climate communications right is certainly not easy and there’s much for startups to consider. It’s vitally important work though and can be incredibly rewarding - benefitting individual companies, as well as entire industries, society and the planet - and that’s surely something worth shouting about.
