By Jule Scherer, thinkstep ANZ

How you talk about your business’s sustainability efforts can make or break your reputation. Communicating poorly, or not at all, risks damaging your reputation, losing customer trust, or even being accused of greenwashing.

On the other hand, clear and credible communication can win you new business, strengthen stakeholder loyalty and attract and retain skilled employees. Done well, it turns sustainability from a compliance exercise into a competitive advantage and helps the whole industry to move ahead.

What is sustainability communication?

Sustainability communication goes far beyond formal reporting or meeting compliance. It shapes your brand and influences how people see your business. It can take many forms: from conversations with customers, to updates on social media, to the claims you make in packaging and tender documents.

Whatever the channel, the foundation must always be solid data and evidence. At thinkstep-anz, we keep emphasising this because credible communication builds trust and gives your business a real edge.

Here are eight reasons why getting communication right matters and how it can strengthen your business.

1. It drives better business performance

Good communication can give you a competitive edge. When you clearly explain your sustainability goals and progress, you demonstrate leadership and differentiate your business from others in the market.

Whether you’re exporting high-value food products or supplying components for infrastructure, clear and credible communication signals to your buyers that your business is future-focused and resilient.

For manufacturers, this may mean explaining how you’re reducing emissions across your operations or sourcing more sustainable raw materials. The clearer you are, the more confidence you build in your brand.

2. It builds stakeholder support

Manufacturers rarely act alone. You rely on suppliers, logistics partners, distributors, customers and employees to achieve your goals. Communicating your sustainability strategy in plain English – and showing why it matters – helps these stakeholders come on board.

For example, when you start sharing the emissions of your supply chain (your scope 3 emissions), you invite suppliers to innovate with you and customers to understand how their choices matter. This two-way conversation strengthens collaboration across your value chain.

3. It strengthens trust and reputation

Trust is hard won and easily lost. Transparent communication about sustainability builds credibility with your stakeholders. That means celebrating achievements but also being honest about challenges.

Customers and investors are alert to “greenwash” – vague or exaggerated claims about environmental performance. Clear, evidence-based communication reassures them that your claims can be trusted. For New Zealand manufacturers competing in export markets, reputation is critical. A trusted sustainability story can become part of your value proposition.

4. It helps you manage risk

Sustainability reporting and communication aren’t just about promotion. They’re also powerful tools for risk management. By gathering data, clarifying your strategy and reporting openly, you identify where your business is most exposed. This might be changing regulations, resource scarcity or shifting customer expectations.

Sharing this information with your stakeholders also shows that you’re managing risks responsibly. This is particularly important with increasing global reporting standards.

5. It motivates your people

Sustainability communication isn’t only external. Your employees also want to know what you’re doing, why it matters and how they can contribute. When you share your goals clearly, you give your teams a sense of purpose and pride.

For manufacturers, this can make a real difference in retention and recruitment. Younger generations, in particular, want to work for companies that act responsibly.

When you celebrate sustainability milestones internally, from waste reductions on the shop floor to energy savings in production, you give your teams a reason to be proud of their work.

6. It helps you avoid greenwashing – and greenhushing

Getting communication right reduces the risk of greenwashing. Make sure your claims are trustworthy by being accurate, backing up your statements with data and evidence, keeping language simple and being open about your journey.

At the same time, don’t fall into the trap of “greenhushing” – staying silent for fear of criticism. If you’re taking genuine steps forward, communicate them transparently. Sharing both achievements and challenges shows leadership and helps lift industry standards.

7. It clarifies your strategy and holds you accountable

Committing your sustainability strategy to paper makes it more coherent and actionable. Once it’s shared with your team and your stakeholders, it’s not just words on a page. You’ve made a commitment.

For manufacturers, this accountability matters. It means your suppliers, customers and investors know what to expect and can measure your progress. It also disciplines you internally: goals are more likely to be met when they are visible and shared.

8. It positions you as a leader in your sector

Manufacturers who communicate their sustainability work openly and consistently can shape the future of their industries. By aligning with recognised reporting frameworks such as GRI or Aotearoa New Zealand’s Climate Standards, you show you’re serious about leading the conversation.

Sharing your progress and challenges can also influence peers and partners. In competitive manufacturing sectors, being seen as a sustainability leader helps attract business, investment and top talent.

Bringing it all together

Sustainability is not an add-on to your manufacturing business, It’s integral to strategy, risk management and brand. Start with the basics: identify the sustainability issues that matter most to your business, set clear communication goals and be transparent about where you are today. Use simple, plain language and share your story regularly.

Over time, good communication will not only showcase your own efforts. It can help you create the very impact you’re aiming for: stronger businesses, healthier communities and a more sustainable New Zealand manufacturing sector.

This article is based on a guide we wrote with the Sustainable Business Council and Kaitiaki Collective. SBC’s guides support anyone driving sustainability in business, from sustainability specialists to people and culture teams, procurement leads and risk managers. Recent guides, grounded in te ao Māori, cover environmental, social and governance topics to help businesses make meaningful progress.
https://sbc.org.nz/sustainability-tools/sbc-guide-communicating-sustainability