If I’m honest, I went to GreenBiz this week apprehensive: With the current administration’s dismantling of ESG and DEI programs, would this just be a week of wallowing in existential distress? 

Instead, the overarching tone was — surprisingly — cautiously optimistic and steadfast. Of course, we commiserated about the removal of essential government departments and data and policies, fretted over what it all means for the future of our climate and society, and rolled our eyes at the absurdity of it all. But throughout panels and conversations, one message prevailed: Corporate sustainability professionals are not going to stop doing the work.  

Because let’s be real: Corporations are not doing sustainability solely because it’s the right thing to do. They are investing in sustainability to drive efficiency, reduce costs and risks, comply with regulations, avoid fines, and ultimately drive business value. 

Read more: 4 trends shaping corporate DEI programs in 2025

And so the work will go on. Albeit with one crucial difference: We won’t be talking about the work in the same way (if at all), for the next four years. Over multiple sessions, the message was consistent: This is the era of Value Over Virtue, of Materiality over Morality, of Responsible Business over Changing the World.

This is the era of the re-frame.

This comes at a time when CSRD is already compelling companies to take a double materiality approach to sustainability (focusing both on what impacts the business and where the business impacts the planet and society). 

Taken together, we’ll likely see corporations focus on a narrower set of material topics, while simultaneously evolving the narrative to better articulate the value they create by focusing on those topics.

To be sure, it’s absolutely demoralizing that supporting a just, sustainable future is somehow a controversial idea and that we’re being strong-armed into a purely capitalistic focus on value creation, but I believe this could be the catalyst for a much-needed communications shift.

Working with clients across industries, I spend a lot of time looking at companies’ sustainability web pages, microsites, reports, and marketing communications. And it’s a lot of the same, a lot of fluff. It’s “making a positive impact on the places we live and work,” and “building a culture where our people can thrive,” and “helping to create a more sustainable world.” 

Read more: 2025 sustainability trends: Preparing for a transformative year

What if instead of spewing cliches and mirroring what everyone else is saying, companies used this moment to think critically about how communications can shift from a broad, awareness-building exercise to a targeted effort that actually moves the needle?

In the same way that double materiality is refining strategic focus, what if sustainability professionals used the moment to build a more focused communications strategy that: 

1. Clearly and succinctly communicates a top-level message about the business value of this work, and 

2. Targets key stakeholders for whom sustainability drives decision-making

For example, rather than investing in a robust microsite that’s vague enough not to create detractors, could those resources be better used to create a campaign specifically targeting sustainability-minded customers? Or used to design materials for recruiting Gen Z employees who care deeply about this work? Or used to arm government relations teams to lobby for important legislation?

There are still a lot of questions about how this will all shake out, and maybe (quite likely) my optimism is premature. But if we’re successful at reframing sustainability as core to business success, while quietly continuing to drive progress on the issues, and simultaneously targeting the stakeholders for whom this matters most, maybe, just maybe, sustainability can emerge from this era even stronger. 

‍If you need help developing your strategy, or want to debate my point of view, reach out!  ;) janna@thinkparallax.com

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