Communicating sustainability | New Zealand
Description
How do you communicate your sustainability story without getting it wrong?
A practical 2-hour workshop co-presented by Caroline Thalund (Sustainability 360) and Kath Dewar (GoodSense)
Most businesses doing genuine sustainability work are still holding back. Not because they have nothing to say - but because they’re worried about getting it wrong, being accused of greenwashing, or not knowing where to start.
The result is greenhushing: staying quiet about real progress, which hands the narrative to those doing less. And silence carries its own risk. Research shows that 53% of consumers assume a brand is doing nothing or hiding something if it says nothing about sustainability.
If you’ve ever agonised over how to word a sustainability claim, wondered whether you’re allowed to call something “eco-friendly,” watched a competitor shout loudly about far less than you’re doing, or simply avoided the topic altogether to stay safe - this workshop is for you.
Why this matters
The case for speaking up is stronger than most people realise. Companies that combine genuine action with authentic communication outperform their peers financially. Up to 31% of reputational advantage held by market leaders comes down to how they are perceived on sustainability. And yet 58% of companies are decreasing their sustainability communication - creating a real opportunity for those willing to show up honestly.
What you’ll cover
Why good businesses stay quiet about genuine progress - and what it costs them
The common pitfalls: greenwashing, greenhushing and greenwishing - and how to avoid them
A practical SME storytelling framework: specific beats vague, journey beats destination, evidence beats adjectives
Real case studies: what made one company’s environmental claim credible and another’s land them in court
NZ and AU regulatory context - kept practical, not legal: what you need to know without the jargon
A live clinic: work on a real sustainability claim or story from your own business and get direct feedback
What to expect
This is a small group, discussion-led session - not a lecture. Come ready to participate, share your real challenges, and leave with something you can actually use.
You’ll leave with:
A simple framework for telling your sustainability story with confidence
Practical language guidance - what to say, what to avoid, and how to frame progress honestly
A clear test for any sustainability claim before it goes public
Access to workshop slides and supporting resources
Who it’s for
Business owners, sustainability leads, marketing and communications teams, B Corp businesses and those pursuing certification - anyone doing genuine sustainability work and ready to talk about it honestly. Relevant for businesses in both New Zealand and Australia.
Lineup
Caroline Thalund
Caroline Thalund is founder and CEO of S360, working with businesses across New Zealand and Australia to make sustainability management simpler and more effective - whether they’re just starting out on their sustainability journey, pursuing B Corp certification, navigating the new standards, or trying to get better at walking the talk. With over 25 years of experience across a wide range of industries, she has spent the last several years deep in the practical side of sustainability: building evidence, closing gaps, and preparing organisations for scrutiny. That work has giv en her a clear view of the challenge most businesses face - they’re doing genuine things, and they’re not talking about them.
Kath Dewar
Kath Dewar is Founding Director of GoodSense, an ethical marketing consultancy and certified B Corp she founded in 2010 with a mission to use marketing as a force for good. With a background spanning brand, media and digital strategy, she has worked with purpose-led organisations across New Zealand and Australia for decades, and teaches marketing for sustainable businesses at the University of Auckland. She brings a practitioner’s eye to what actually works in sustainability communications - and what gets businesses into trouble.
FAQs
- What happens if a facilitator is unwell?
A contingency date of Wednesday 11th of November is held in reserve if needed to reschedule (i.e. presenter illness etc.). Please block out that date as well.
- Can I get a refund?
No refunds are available unless the event is cancelled by the organiser.
- What if I buy a ticket but then can't attend the workshop on the day?
The workshop will be recorded (except for breakout rooms). If you miss it, you will receive the recording, key takeaways and all resources associated with the workshop.
Tickets for good, not greed Humanitix dedicates 100% of profits from booking fees to charity
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