A Communication Professional’s Take on Sustainability
Dave made it clear from the outset—he’s not a sustainability professional, but a communications expert. That distinction, rather than distancing him from the conversation, offered a fresh and needed lens. His research examined the apparent pullback from social impact and environmental comms and raised critical questions: Are businesses being quieter? Is this a temporary shift in language or a deeper retreat from action?
The answer, as the research revealed, is both nuanced and a little concerning.
The Dial-Back is Real—and Often Deeper Than Comms
One of the headline takeaways: 47% of business leaders surveyed admitted to dialling back their external comms on sustainability and social issues. But the story doesn’t stop there. A staggering 86% of those also acknowledged this shift is about more than language. Many reported changes in policy, shifting business priorities, and even relaxed compliance attitudes.
This isn’t just about polishing a website..
Net Zero in the Crosshairs
When it comes to the specific topics being dialled back, climate change and net zero topped the list—closely followed by human rights and ethical sourcing. This was echoed throughout the session with examples of businesses adjusting their language not necessarily because their values had changed, but due to fear of backlash or political sensitivity—particularly in US-connected organisations.
Still, Leaders Want to Speak Out—And Employees Expect It
There was a paradox in the data: while many businesses are scaling back public statements, the majority of leaders actually believe their organisations haven’t been vocal enough. They want to do more. And the fear of reputational damage or employee disengagement if they retreat too far is real. Talent attraction and internal alignment were seen as the most pressing risks of going quiet.
One comment from a participant really stuck with me:
"It won’t be long before employees start wondering: ‘Is this really still important if it’s no longer talked about..?
The US Effect & The Economic Squeeze
As the session progressed, we dug into what's driving this retreat. While political polarisation in the US is influencing UK businesses (especially those with US operations), economic pressures seem to be an even bigger factor. Many are making hard choices amid financial uncertainty—and sustainability, unfortunately, is sometimes seen as the "easier" thing to scale back.
But as Dave rightly pointed out: retreat comes with consequences.
Where Do We Go From Here?
Despite the sobering insights, the message wasn’t one of doom. In fact, most leaders said they still want their businesses to go beyond compliance—to care and communicate authentically about purpose and impact. The real shift we may be seeing is a move from performative, disconnected statements to more grounded, evidence-based, and aligned action.
The key? Getting smarter about how we talk the walk.
My Reflections
This session reinforced what many of us already feel—sustainability and social value aren’t just “nice to have” messages. They’re central to how businesses operate, attract talent, and maintain trust. But how we communicate them needs to evolve.
As IEMA evolves into ISEP—reflecting our bold ambition to lead the global skills revolution for sustainability—we continue to support our corporate partners in navigating complex challenges. In this context, the conversation around purpose, authenticity, and resilience has never been more relevant or more urgent.
If you missed the session, I highly encourage you to check out the full research shared by said & done. And if you're wondering where your organisation fits—vocal and persisting, vocal and retreating, quiet and rethinking—this might be a good moment to reflect.
The ISEP Educate & Elevate webinars are just one of the exclusive benefits available to our ISEP Corporate Partners and their employees. If your organisation isn’t yet part of ISEP, now is a great time to consider joining. We offer tailored sustainability training, skills development, and the opportunity to build internal capability and confidence across your teams. Most importantly, you’ll become part of a vibrant community of like-minded professionals—sharing ideas, challenges, and solutions in a supportive, forward-thinking environment. For more information visit our webpages ISEP - Corporate Partnership
