How do we word this sustainability claim without misleading people?

A credible sustainability claim says what the organisation has actually done, rather than making a broad promise about being green. Anchor the language in the work behind the claim: a documented action, a measured change, a defined commitment or a clear account of progress. That gives audiences something solid to understand and gives the campaign substance.

Sustainability storytelling does not need to be dry. The strongest stories bring the work behind the numbers to life, including the people, practical choices and business challenges involved. But storytelling cannot replace substance. A claim should be backed by evidence before the creative work begins, especially when figures, outcomes or environmental benefits are involved. Honest detail turns a vague aspiration into credible communication and helps the audience see what progress really looks like.

A qualification can make a campaign headline clear when it explains the limit of the sustainability claim in plain sight, rather than quietly narrowing a bigger impression elsewhere. If a headline suggests a product, service or business has a wider environmental benefit than the proof supports, a small caveat may not fix the problem. The wording, imagery and surrounding context all need to point to the same honest meaning.

Start by asking what a reasonable audience is likely to take away. Then identify what they need to know to avoid being misled: the scope of the action, the stage of progress, the relevant limitation or the difference between a target and an achieved result. Do not cover up the harder parts. Sharing progress, learning and even setbacks can create a clearer, more human account of sustainability work than hand-waving at big promises.

We believe a sustainability claim should be as clear about the work as it is ambitious about the future. Broad green language can sound attractive, but it cannot carry a campaign if the audience cannot see what sits behind it. Our approach starts with the business context, the audience's understanding and the proof available, then finds the strongest honest story within those boundaries. We have put that into practice with Dematic's first sustainability report, using its internal ESG reporting as the foundation and drawing on business leaders to tell the stories behind the numbers. When choosing a partner for sustainability communications, look for people who can challenge vague language, work with technical evidence and make complexity understandable without smoothing away the important nuance.