In today’s polarized political and social environment, many companies hesitate to speak openly about their sustainability efforts. The fear of backlash or being accused of “woke capitalism” leads some businesses to choose silence. But staying quiet is a strategic mistake. Both customers and employees increasingly expect transparency and authentic communication about environmental and social responsibility.

Why Staying Silent Is Risky

As Kim Grob and Vivian S. Lee highlight in their recent Harvard Business Review article, “It’s Time to Update How Your Company Talks About Sustainability”, silence is not neutral. It can be interpreted as indifference, lack of commitment, or even dishonesty. This perception damages trust — the very foundation of long-term business success.

From a governance perspective, the Cambridge Institute for Sustainability Leadership (CISL) emphasizes that sustainability communication is part of a company’s accountability to stakeholders. Effective governance means not only acting responsibly but also reporting clearly and consistently on your actions and impacts. Avoiding the conversation leaves stakeholders in the dark, which may erode reputation and invite regulatory scrutiny.

Understand What Your Stakeholders Expect

The first step to effective sustainability communication is understanding your audiences. Despite political noise around ESG, consumer demand for sustainable products and services continues to grow globally and in Bangladesh. Employees also prefer to work for companies that demonstrate a positive environmental and social impact.

Rather than assuming what matters, CISL teaches the importance of stakeholder engagement as a core governance task. Use surveys, focus groups, and open dialogues to gather real insights on priorities. For example, bKash’s recent customer feedback showed a strong preference for financial inclusion initiatives alongside environmental messaging, helping tailor their communications effectively.

Connect Emotionally with Stories, Not Just Data

While facts and metrics are crucial, they alone rarely inspire change. As the HBR article points out, stories create emotional connections that motivate people. Frame sustainability as protecting future generations, improving communities, or making smart business choices—not just meeting carbon reduction targets.

Use simple, human language, avoiding jargon and polarizing terms. Share stories of real employees, customers, or partners whose lives have been positively affected by your sustainability efforts. This approach builds trust and loyalty far better than abstract statistics.

Move Beyond the Annual Sustainability Report

Annual reports have their place, but one static document a year cannot maintain ongoing engagement. CISL governance principles emphasize transparency and continuous disclosure as essential to accountable organizations.

Repurpose your sustainability report content into digestible, engaging formats—videos, social media posts, podcasts, or internal newsletters. Highlight employee spotlights and community stories throughout the year to maintain a steady communication rhythm. This consistency helps build credibility and keeps your efforts visible.

Clear, Consistent Communication Beats Perfection

Finally, don’t let the quest for perfection delay your messaging. It is better to communicate honestly, including successes and challenges, than to remain silent or produce vague messages. Transparency about both progress and setbacks reflects mature governance and builds long-term stakeholder trust.

In Summary

Don’t stay silent about sustainability; silence damages trust.

Engage stakeholders to understand what matters most to them.

Use storytelling to connect emotionally beyond facts and figures.

Communicate regularly through diverse channels, not just annual reports.

Be transparent about successes and challenges alike.

This balanced approach aligns with both the latest thinking from Harvard Business Review and the governance insights from CISL, helping companies in Bangladesh and beyond to build resilient, trustworthy sustainability narratives.

References

Grob, K. and Lee, V.S. (2025) ‘It’s Time to Update How Your Company Talks About Sustainability’, Harvard Business Review, June 5. Available at: https://hbr.org/2025/06/its-time-to-update-how-your-company-talks-about-sustainability.

Cambridge Institute for Sustainability Leadership (2023) Governance for a Sustainable Future: Twelve Tasks for Boards and Leadership Teams. University of Cambridge.