Beyond Greenhushing: Embracing Your Sustainable Narrative in Heavy Industry
For many companies in heavy and carbon-intensive sectors, sustainability can feel like a dirty word. Concerns about being called out or seen as hypocritical might lead to a new phenomenon known as “greenhushing” which sees businesses downplaying or silencing sustainability efforts.
Transparency Builds Trust: Business leaders are increasingly sustainability-conscious. They seek suppliers that are transparent about their environmental impact and committed to improvement. Greenhushing erodes trust and can damage your reputation. By openly acknowledging your footprint and outlining your sustainability journey, businesses in more carbon-intensive industries can demonstrate accountability and foster trust with stakeholders.
We visited the Yorkshire Sustainability Festival in Leeds and spoke to Severfield‘s head of ESG, Michaela Lindridge to gain her insight on how to navigate their sustainability storytelling in an industry perceived to be carbon hungry.
“When you’re setting about your strategy for sustainable storytelling, be transparent. Make sure you back everything up with facts but don’t shy away from narrative that works for your business’ purpose. Any work you’ve done can stand as a great example and inspire others in your industry.“
Innovation Through Collaboration: Heavy industries face unique challenges in decarbonisation. But shying away from the conversation hinders collaboration and innovation. Openly discussing sustainability challenges can spark industry-wide solutions. Sharing best practices and collaborating with research institutions, startups, and NGOs can accelerate progress towards a greener future for the entire sector.
Michaela goes on to say:
“Make ESG part of your culture and ensure your comms are as accessible as possible so that you’re including everyone in the business on your sustainability journey. Capture colleague’s stories and make champions those who lead by example. The inspiration should come from within.”
Attracting and Retaining Talent: The next generation of talent prioritises working for companies that align with their values. Greenhushing makes you a less attractive employer. A strong sustainability narrative showcasing your commitment to environmental responsibility positions you as an employer of choice, attracting and retaining top talent focused on building a sustainable future.
We also spoke to Chris Hale, Regional Commercial Manager at Biffa, he had this to add:
“When you’re talking about sustainability efforts, make it local!“
“Think about all of the grassroots initiatives staff members in your company are doing around the country or in whatever regions you operate in, making it personal makes it more meaningful for your internal and your external communication on your eco-mission.”
Financial Benefits: Sustainability isn’t just about the environment; it’s about smart business. Embracing sustainability often leads to increased efficiency, reduced waste, and lower energy consumption, resulting in cost savings. Additionally, investors increasingly prioritise companies with robust ESG (environmental, social, and governance) practices. A strong sustainability narrative can improve your access to capital and enhance your long-term financial resilience.
Leading by Example: Heavy industries have a powerful role to play in driving broader societal change. Greenhushing stifles this leadership potential. By openly discussing your challenges and progress, you inspire others in your sector and beyond to take action. Your journey can become a blueprint for others, accelerating the transition to a more sustainable future.
Crafting an Authentic Narrative:
Greenwashing – making unsubstantiated claims about sustainability – is equally detrimental. The key is authenticity. Focus on concrete actions you’re taking to reduce your footprint, invest in renewable energy sources, and develop innovative clean technologies. Set realistic goals, track your progress, and be transparent about challenges and setbacks.
Sustainability is a Journey, Not a Destination: No company is perfect. Embrace the journey of continuous improvement. By fostering open communication about your sustainability efforts, you position your company as a leader in positive change, attract top talent, and build trust with stakeholders, paving the way for a more sustainable future for your industry and the planet.
We’re the experts in building out sustainable storytelling, especially in heavy industry! If you’re not sure where to start, get in touch and we’ll get you off to a flying start on your eco-comms journey.