Why Communicating Sustainability Work is Hard and What It Means for Your Stakeholders

Sustainability is no longer a trend—it's a necessity. Whether it's reducing carbon footprints, supporting regenerative agriculture, or improving waste management, sustainability efforts are a vital part of many organizations today. But as critical as this work is, explaining it can often feel like an uphill battle.

The challenge, though, lies in communicating that work effectively to stakeholders who often struggle to understand the depth and importance of sustainability initiatives. This communication gap can undermine your efforts and strain relationships with key players—donors, board members, community partners, or even customers—who need to be convinced that sustainability is more than just a buzzword.

The Language of Sustainability is Complex

Sustainability involves complex concepts: carbon offsets, biodiversity, circular economies, or renewable energy sourcing. These ideas are vital to the long-term success of any sustainable effort, but they often fall flat when presented to stakeholders who don’t have the same technical knowledge or passion for the cause.

Imagine you’re a nonprofit working on reducing food waste. You might be fully committed to diverting surplus food to communities in need, reducing methane emissions in landfills, and educating the public on food waste prevention. But if your stakeholders don’t understand why this work is essential—or how it directly affects them—your impact might be lost in translation.

Organizations are often so immersed in their sustainability efforts that they struggle to step back and translate their internal language into something digestible and meaningful to those outside the bubble. Stakeholders need a clear and compelling reason to invest their time, resources, or trust, and if the message doesn’t resonate with them, alignment falters.

Why Stakeholders Struggle to Connect

Stakeholders are bombarded with information daily. They hear about climate change, ethical consumption, social justice, and corporate responsibility all the time. In this saturated environment, the challenge is twofold: getting their attention and making your message stick.

When sustainability communication is vague or overly technical, it can alienate even the most well-meaning supporters. They might want to help, but without a clear, relatable understanding of what sustainability means for your organization, they are left unsure about the role they play.

For example, a donor might be passionate about environmental causes but struggles to understand how your efforts to switch to renewable energy sources contribute to the community they care about. They are eager to support, but unclear communication leaves them uncertain about the tangible impact of their contributions.

Misalignment Leads to Missed Opportunities

When stakeholders don’t fully understand or appreciate your sustainability work, it creates misalignment. This disconnect can result in missed funding, reduced engagement, and lost support. Stakeholders need to feel like they’re part of a meaningful journey, but if they’re left in the dark, they may turn to organizations that communicate their impact more clearly.

Imagine a board member who is expected to advocate for your sustainability efforts but doesn’t feel confident in explaining the project’s significance. Their lack of clarity can ripple outward, weakening the case for future funding or support from other board members, donors, or partners.

Effective communication isn’t just about keeping people informed, it’s about aligning your stakeholders with your mission. And if they don’t grasp why sustainability is central to your organization's long-term vision, their commitment to your cause will waver.

Shifting the Conversation

To overcome these challenges, the conversation around sustainability needs to shift. Instead of relying on buzzwords or industry jargon, focus on the tangible impacts that your sustainability work brings to the table. Stakeholders need to understand how these efforts relate to their values, the communities they care about, and the long-term future of your organization.

If you're a nonprofit working on sustainable agriculture, don't just tell stakeholders that you’re supporting “soil regeneration.” Show them how healthier soils lead to more nutritious crops for local families and a more resilient food system in their communities.

It’s about relating the abstract to the concrete—how does sustainability touch their lives or align with their priorities? The clearer the connection, the more engaged your stakeholders will be.

Building Bridges Through Clear Communication

Building stakeholder trust and support starts with bridging the communication gap. Once your stakeholders can see the bigger picture—and understand their role in it—you move from abstract ideals to real, actionable outcomes.

Stakeholders want to feel invested in solutions that matter, but they need to understand the journey you're asking them to join. It’s about presenting your sustainability initiatives not as lofty, distant goals, but as part of a tangible solution that stakeholders can see, touch, and contribute to. When you simplify the complex and relate it to their world, you turn sustainability from a challenge into a shared opportunity.

The work is already hard enough—don’t let communication be the thing that holds you back.