Communicating sustainability | New Zealand

How do you communicate your sustainability story without getting it wrong?

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, it turns out, 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.

This interactive 2-hour workshop gives you a practical framework for communicating your sustainability efforts with confidence, clarity, and credibility - without greenwashing, greenhushing, or greenwishing.

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 environmental issues. 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

• The common pitfalls: Greenwashing, greenhushing, and greenwishing (and other 'Gs') - and how to avoid them

• How to build the foundations for credible communication before you publish anything

• A practical claim-testing framework to sense-check your messaging

• How to find and tell your sustainability story in a way that is true to your brand

• How to handle backlash, tough questions, and internal resistance

What to expect
A hands-on session with group work, breakout discussions, and practical tools you can use straight away.

You'll leave with:

• A clear checklist for evaluating any sustainability claim before it goes public

• Practical language guidance - what to say, what to avoid, and how to frame progress honestly

• A framework for choosing the right stories, channels, and formats for your audience

• Access to workshop slides and supporting resources

This is an interactive session - come ready to participate, share your real challenges, and work through scenarios relevant to your business.

Who it's for
Sustainability leads, marketing and communications teams, B Corp businesses and those pursuing certification, business owners and executives who want to tell their story with confidence - anyone doing genuine sustainability work and ready to talk about it.