Authentic sustainability communication – How brands will win the future
In 2025/2026, sustainability is no longer a nice-to-have. It is a prerequisite for credibility, growth, and survival.
Today’s brands face a global consumer base where 84% expect sustainability to be at the core of what a brand is and does. Yet trust is at an all-time low: Only one in four consumers trust the sustainability claims brands make.
The remaining three out of four are skeptical.
In this landscape, saying the right things is no longer enough. The winners of the future will be those who live sustainability, communicate openly and creatively, and build real stories based on action, not ambition.
At TAKT Studio, we have seen this shift up close. We have helped brands like Nordea, Norwegian, and Worldview International Foundation create communication strategies that don’t just talk - they prove.
Here, we share how brands can succeed, and what it takes to thrive in the new sustainability landscape.
1. Sustainability communication must be anchored in action
The first rule is the most important: Communicate what you are actually doing, not what you hope to do someday.
When working with Nordea, we developed an honest and educational concept built around the bank’s real work in sustainable investments. We deliberately avoided polished slogans and instead focused on the concrete requirements Nordea sets for the companies it invests in, and the tangible changes they demand to see.
The result was not just a campaign, it was a credible framework for long-term sustainability communication.
Key Takeaway:
Modern consumers are knowledgeable. They quickly see whether your words match your actions. Substance beats slogans — every time.
2. Find the real people and tell their stories
Sustainability communication that focuses solely on the company feels hollow. Communication that highlights real people, real consequences, and real solutions creates lasting connections.
With Worldview International Foundation, we brought forward stories from local communities who, through the restoration of mangrove forests, regained their livelihoods. These projects didn’t just save ecosystems — they renewed hope for thousands of families.
Through visual storytelling and authentic voices, we created content that moved people and inspired real engagement.
Key Takeaway:
People don’t connect with organizations, they connect with people. Sustainability communication must feel personal to be powerful.
3. Dare to show the journey, not just the victories
In a time when skepticism toward greenwashing is sky-high, transparency about challenges becomes a superpower.
Sustainability is never perfect. It is a journey.
When we, TAKT, worked with Norwegian, we started with something everyone could relate to: "fish and chips."
This opened the door to explaining how waste biomaterial, such as fish oil residues, is now being used to produce sustainable aviation fuel.
Instead of painting a rosy picture of zero emissions tomorrow, we highlighted the small and large steps the company is genuinely taking.
Key Takeaway:
Trust isn’t built by appearing flawless. It’s built through authenticity, transparency, and a visible commitment to improvement.
4. Communicate with creativity and courage
Too much sustainability communication today is dull, technical, and uninspiring.
To break through the noise, brands must dare to use emotion, storytelling, and creative force to make sustainability come alive.
Communicating sustainability isn’t just about facts and figures. It’s about creating emotional connections. Brands that leverage strong narratives, bold visuals, and innovative concepts will stand far stronger than those still relying on grey corporate language and dry reports.
Key Takeaway:
Sustainability is far too important to be boring. Use your full creative power.
Why this is critical – right now
Global trends are clear: Sustainability communication will only become more important, and the expectations will keep rising.
- 79% of consumers say they are changing their buying habits based on sustainability considerations.
- 70% demand proof before they believe a brand’s sustainability claims.
- 72% say they avoid brands they suspect of greenwashing.
At the same time, regulators worldwide are tightening the rules against misleading sustainability communication. Soon, overstating your claims won’t just be bad for your brand, it will be illegal.
The leading brands of the future won’t be those who shout the loudest about sustainability.
They will be the ones who prove the most, document the best, and tell real stories that build relationships, not skepticism.
Read more in this article:
In summary: The five key principles for success
- Action First
Show what you are actually doing- not what you hope to do. - Real People
Tell the stories that move hearts. - Radical Transparency
Be honest about the journey- both victories and challenges. - Creativity and Courage
Communicate sustainability in a way people actually care about. - Data-Driven Credibility
Document, measure, and show results- and build trust with facts.
Why TAKT Studio?
At TAKT Studio, we combine strategy, technology, and creative storytelling to help brands communicate sustainability authentically.....and create real impact.
We believe in work that can be verified. We believe in stories that move people.
And we believe that the brands that will lead the future are the ones that build trust over time, not just grab attention in the moment.
Are you ready to grow your brand on the real foundations of sustainability?
We would love to start the conversation.
