The word “sustainability” is everywhere in marketing nowadays. But it is (or should be) more than just a buzzword. Did you know that almost 90% or consumers are more loyal to eco-friendly brands, and consumers who “buy sustainable” are willing to pay 9.7% more? There’s not just a price tag on sustainability. There’s a return.
So, investing in environmental PR is a must. It’s one of the best, most profit-driving, ways a business can build trust and attract the right customers.
Whether you're a founder, brand manager, or influencer, understanding how to talk about sustainability can help you:
- Avoid greenwashing pitfalls
- Win over eco-conscious audiences
- Open the door to new partnerships or media opportunities
However, environmental PR isn’t just about planting a tree and posting it on Instagram. It takes time, skill, and patience. We show you how to get it right!
What is Environmental PR: Overview
“Environmental PR” (or “green PR”) could mean a few things: PR for environmental agencies or PR efforts that are environmentally-friendly, for instance. In this context, however, we’re talking about the practice of promoting your brand’s sustainability efforts through strategic communication. And that’s something every SMB can work on.
Examples could include:
- Press releases about your carbon-neutral goals
- Social media content highlighting eco-friendly packaging
- Partnerships with environmental nonprofits
Here’s a great example from Apple.
Here’s another from Oatly:
However, even slick press releases and flashy ads don’t always cut the mustard. Consumers today are skeptical. They’ve seen too many companies make vague or exaggerated claims. That means your environmental messaging needs to be rooted in real actions and backed by data. Always remember: trust is built on transparency.
So, environmental PR isn't just about saying the right things. It's about showing the receipts and crafting a compelling narrative around the genuine steps your brand is taking to do its part.
However, done right, there are endless rewards.
5 Environmental PR Tips for 2024
Almost every SMB has the opportunity to open doors with environmental PR (as long as they’re following through on their goals). However, there’s a lot of competition out there. Not to mention, a lot of greenwashing.
To get ahead and steer clear of greenwashing accusations, here are five proven ways you can boost your green PR and get in on the action:
Be Transparent About Your Environmental Impact
The first step is transparency. Transparency builds credibility. More than that, today’s consumers (and journalists) can spot fluff a mile away.
What does “being transparent” really mean? Well, it means sharing your wins when appropriate, but also not being afraid to share the things you’re still working on. That could mean:
- Disclosing how much waste you've diverted from landfills
- Sharing where your materials come from
- Showing how your carbon footprint has changed over time
No one expects perfection. On the contrary: owning your imperfections can make your message more authentic. See how Patagonia took control of the narrative with this piece:
The goal, moreover, is to show that you’re committed to real progress. Transparency invites trust, and trust is the backbone of any successful PR strategy.
Bonus tip: Include real data points when possible. Just make sure to explain it in plain language!
Engage in Genuine Sustainability Efforts
Next, you have to be willing to actually put in the hard yards. In sustainability, following through is more important than promising. Before you launch any green campaign, ask yourself: Are we actually doing the work?
Genuine sustainability means integrating environmental thinking into your operations, not just your marketing. So, you might look to:
- Switch to renewable energy
- Redesign your supply chain
- Cut plastic use
Never forget that no change is too small to have an impact. Especially when it’s part of a larger effort. The stronger your sustainability practices, the more compelling your green PR story will be.
Remember, too, that in 2025, greenwashing gets called out fast. And the backlash and negative PR can be brutal. Take this example from clothing giant H&M, for example:
H&M, and other brands like it, make a big deal out of sustainability, with labels like this just about everywhere:
However, in 2021, the Changing Markets Foundation found a shocking 96% of the company’s green claims didn’t hold up to scrutiny. That might not be the end of the road for a giant like H&M, but it could be for a small business.
Communicate Clearly and Honestly With the Public
We’re surrounded by “sustainability jargon” every single day. Go to any product page and you’ll probably find some form of the word “eco-friendly”.
So, what’s the problem with “eco-friendly”? It’s vague and doesn’t really say anything. Avoid it.
Instead, use simple, specific language that people can understand and trust. For example, don’t say:
- “We’re going green.”
Say:
- “We reduced packaging waste by 40% this year.”
See how much better that is? Check out this example from Ocado:
Clear communication also means being upfront about your motivations. Sure, being sustainable is good for the planet. But it can also reduce costs and boost brand equity. Investors know the statistics on consumer preference for sustainability.
Being honest about the business case doesn’t dilute your message, it just makes it more relatable.
Show Tangible Actions, Not Just Words
Try not to fall into the trap of making sustainability a branding aesthetic. Environmental PR that’s all talk and no action falls flat every time.
Instead of just posting a recycled quote on Earth Day, show what your brand actually did this year. Consider:
- Launching a case study on your packaging overhaul
- Sharing behind-the-scenes footage of your factory upgrades
- Spotlighting a team member leading green initiatives
Tangible actions are more impressive. But more than that, they’re actually more sharable. People love visual proof they can use to support you!
Collaborate With Environmental Organizations
Want to add credibility and make a bigger impact? Partner with organizations that are already doing the work. Collaborating with nonprofits, scientists, or advocacy groups can:
- Amplify your message
- Bring in third-party validation
- Help you avoid missteps
Plus, it shows that you're not trying to own the spotlight, you’re working as part of a broader movement. Just make sure the partnership is meaningful.
Here’s a great example: shoe producer Timberland teamed up with tire manufacturer Omni United to make shoes from recycled rubber. This collab is totally symbiotic, with both brands solving their shared problem and getting heaps of green cred in the process!
Authentic collaboration sends a strong signal that you're serious about sustainability, not just marketing it.
How to Avoid Greenwashing In Your Green PR Efforts
Greenwashing is a term you should know, as it’s a big problem in environmental PR.
Essentially, greenwashing is when brands overstate (or, in some cases, outright fake) their environmental efforts. Let’s be clear: this is not a risk worth taking. Today’s consumers take greenwashing very seriously and it can make or break a brand.
So, how to avoid it? It comes down to three things:
Firstly, start by grounding every environmental claim in facts. Real facts. If you say you're reducing emissions, be ready to show how. If your packaging is recyclable, clarify where and how it can actually be recycled. This gives you a solid basis in reality.
Secondly, be careful with your language. Words like “sustainable” or “green” may be too vague on their own, but you should also be able to back up anything you do say with data. Be precise. Also, avoid putting all the pressure on consumers (e.g., “our sustainability depends on you recycling properly”).
Finally, get a third-party audit or certification if possible. This adds weight, as it’s not really “you” saying it.
Conclusion
Let’s be clear: we are absolutely advocating for environmental PR. It’s a train your business should board as soon as possible. However, you should be careful to get it right.
Green PR should never be a marketing trick. Instead, approach it as a genuine reflection of your brand’s values and priorities. Remember that your audience is smart. They want to support brands that care but can smell fluff the way a shark smells blood.
However, done right, environmental PR has the power to totally transform your brand image (and its sales).
Rather than risking the potential pitfalls of trial and error, why not hire an experienced PR agency to build a strategy with you? Influize has the skills and the expertise you need to stand out and show the world how you’re working on sustainability.