Why Sustainability Messaging Fails and How to Rebuild Trust
In Episode 7 of 3BL’s What the...? video series, host Mary Mazzoni welcomes Daniel Blackman, Founder of Renaissance94, for his second guest appearance. This time, Blackman takes a critical look at the sustainability sector, exploring why it continues to fall short in creating meaningful engagement and how professionals can begin restoring trust and building stronger connections within communities.
As sustainability efforts become more politicized, Blackman offers a candid assessment of where the field has gone astray.
“ESG and sustainability have become more about image than impact,” Blackman noted. “We’re prioritizing branding over genuine community involvement.”
He stresses the need for communicators to change their approach and reach beyond their familiar audiences.
“We can’t keep talking at people or speaking above them. We have to engage with people on their level and in their space,” he said.
Highlights from the discussion include:
As sustainability efforts become more politicized, Blackman offers a candid assessment of where the field has gone astray.
“ESG and sustainability have become more about image than impact,” Blackman noted. “We’re prioritizing branding over genuine community involvement.”
He stresses the need for communicators to change their approach and reach beyond their familiar audiences.
“We can’t keep talking at people or speaking above them. We have to engage with people on their level and in their space,” he said.
Highlights from the discussion include:
- Communication without connection is ineffective: Sustainability leaders must engage communities in authentic, grounded ways—not just broadcast messages from a corporate lens or distant position.
- Infrastructure is a barrier to participation: The communities most affected by climate change often lack critical infrastructure, such as reliable internet or transportation, limiting their ability to take part in important discussions.
- Communities are eager to contribute: People living on the frontlines of climate challenges bring valuable insights and firsthand knowledge. Rather than being treated as passive recipients, they should be viewed as essential partners in shaping solutions.
Click here to watch the entire episode.
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