Lead with impact: 10 ways to share your sustainability story with integrity

Why sharing your sustainability story still matters

In today’s complex and often polarized landscape, many organizations are carefully weighing how and when to talk about their climate and sustainability work. The risks of being misunderstood or politicized are real, and for some, staying quiet feels like the safer choice.

But thoughtful communication is still possible and powerful. Even in a cautious environment, there are ways to share your progress with integrity, transparency, and care.

A growing trend known as greenhushing describes the decision to downplay or stay silent about sustainability achievements to avoid public scrutiny or backlash. Yet silence comes with its own risks – it can erode trust with stakeholders, limit opportunities to inspire others, and even affect employee engagement.

The good news is that organizations can choose transparency on their terms. By connecting sustainability efforts to core values like safety, resilience, and community well-being, you can communicate with clarity and relevance – without compromising your mission.

Silence doesn’t always feel like a choice. But when you can speak up, your story has the power to build trust, advance progress, and show what’s possible. It’s not about being loud – it’s about being honest, grounded, and aligned with your values.

10 strategies for authentic sustainability storytelling

1. Stay true to the language of the movement

The sustainability movement has fought hard to establish terms like climate change, climate crisis, environmental justice, and sustainability. These words reflect the urgency and values of the issues at hand. While it may be tempting to soften or simplify them, doing so risks losing the precision and urgency they bring. Use these terms when your audience understands and supports them. 

2. Use dual messaging tracks 

You can maintain your mission while expanding your audience reach through strategic messaging that emphasizes shared values rather than divisive terminology.

For climate-focused audiences:

• Use established climate terminology.
• Lead with health and climate benefits.
• Reference climate legislation directly.
• Appeal to climate values and urgency.

For business/conservative audiences:

• Emphasize economic impact and fiscal responsibility.
• Focus on community resilience and infrastructure.
• Highlight job creation and American competitiveness.
• Use terms like "energy efficiency" rather than "climate action."

Example dual messaging:

• Environmental track: "Our renewable energy program reduces carbon emissions while improving air quality for our community."
• Economic track: "Our energy upgrades saved $2.3 million and kept operations running during 30+ outages in 2025."

Ask yourself:

• What does our target audience care most about?
• What values do they prioritize?
• What terminology creates immediate barriers?
• What benefits matter most to them personally?
• Who are the trusted messengers in their community?

3. Speak their language – without losing your voice

Meet people where they are. Use terms backed by science and values, but make it relatable. Avoid jargon, and focus on what’s at stake and what’s possible for them. Listen to their concerns, find common ground, and frame the conversation in a way that resonates while staying focused on your core message. 

4. Align messaging with internal goals

Before communicating externally, assess:

• Are we aligned internally on our goals and approach?
• Are we ready to talk publicly?
• Have stakeholder concerns or public narratives shifted?
• Are there regulatory concerns we need to be mindful of?

Consider how these factors may have evolved and whether adjustments are needed to maintain authenticity while minimizing unnecessary controversy.

5. Highlight measurable, business-aligned outcomes

Connect sustainability initiatives to positive outcomes on financial and operational performance using measurable metrics. Frame the work as a strategic business decision, not just an ideological one. Don’t just say how you care, show the impact.

Highlight cost savings, risk reduction, innovation opportunities, and competitive advantages, positioning sustainability as sound business management, not just environmental activism.

Show your impact with these examples:

Cost savings: "Energy efficiency upgrades saved $X in operational costs, allowing us to invest an additional $Y in patient care services."
Resilience: "Our backup power systems kept critical services running during X power outages, ensuring uninterrupted care for Y patients."
Community health: "Air quality improvements from our emissions reductions contributed to X% fewer respiratory admissions in our service area."

Think of these factors to quantify your work:

• Calculate total investment versus annual savings.
• Include avoided costs such as emergency power and equipment replacement.
• Factor in operational efficiency gains.
• Measure staff productivity improvements from healthier work environments.

Proven messaging examples:

Instead of "Clean energy fights climate change,” use: "Energy infrastructure investments delivered $154 million in savings to hospitals nationwide in 2023 and 2024 alone."
Instead of "Renewable energy reduces emissions,” use: "Modern energy infrastructure keeps hospitals running during power outages when communities need them most."

6. Opportunity-based messaging strategy

Sustainability strengthens economic security, operational and community resilience, and community well-being. Center messaging on what communities and health care organizations stand to gain. Position sustainability as an investment in people, preparedness, and prosperity – not as a correction for past failings. Steer clear of deficit-based messaging, especially to your community, and focus on asset-based framing.

Effective messages:

• Economic opportunity: "Energy-efficient buildings lower utility costs – freeing up resources for patient care and supporting long-term financial health."
• Operational resilience: "Upgrading infrastructure ensures hospitals remain fully operational during power outages or unexpected disruptions – ensuring we can care for our community when it matters most."
• Community benefits: "Sustainability investments create local jobs, strengthen supply chains, and help build a healthier community."

7. Build strategic alliances

Identify and collaborate with trusted voices who share your values. Amplify your impact through collective action and unified messaging.

Expand beyond traditional climate partners to:

• Health care industry publications and associations
• Business and economic development organizations
• Local chambers of commerce and civic groups
• Professional networks such as LinkedIn groups and policy organizations
• Community resilience and emergency preparedness groups

Expand your media reach:

• Reach out to a mix of environmental, health, business, and policy publications.
• Highlight your story’s impact on jobs, safety, or community well-being.

8. Focus on tangible results

Vague commitments are easy to ignore. Show your work and focus on concrete, measurable outcomes. Share specific examples of successes rather than broad, unfulfilled commitments. Communicate in terms of practical improvements, demonstrating that sustainability is about real-world impact.

Say “We cut emissions 22% in three years and invested $4 million in storm-ready infrastructure,” not “We’re committed to sustainable, resilient care.”

9. Lead with shared values

Focus on shared benefits everyone can get behind:

• Job creation and economic opportunities: How does this work create jobs, grow the economy, and make us less dependent on foreign energy?
• Public health: Focus on building stronger, healthier communities that can better handle challenges like air quality issues, weather emergencies, and supply disruptions.
• Local benefits: Talk about solutions that are tangible and relevant to people’s daily lives, such as cleaner air, lower energy bills, and improvements in local supply chains.

10. Embrace authentic storytelling

Present sustainability as an ongoing journey rather than a perfect endpoint. Balance sharing your successes with acknowledging the challenges that remain. Bring in voices across your organization and community to show the human side of sustainability. 

Common concerns and how to address them

“Doesn’t this dilute our environmental message?”
No – it expands support by speaking to more people.

“What if climate advocates feel alienated by economic framing?”
Use dual messaging. Speak differently to different audiences, without changing the facts.

“Isn’t this compromising our values?”
Nope. You’re staying true to your mission – just telling the story in ways that resonate more broadly.

“How do we stay authentic?”
Stick to the truth. Highlight benefits that are real, measurable, and aligned with your impact.

Final word: Expand your impact, not just your message

Health care organizations are uniquely positioned to lead on sustainability. But how you communicate is just as important as what you do. 

Different people can support the same sustainability policies for different reasons. If you lead with what matters most to your audience, you can build broader coalitions for action without compromising your climate and health goals.

In a divided world, organizations that speak to what their audience cares about will be more effective at advancing sustainability initiatives than those who only talk to the people who already agree with them. 

Your mission doesn't change. Your values don't change. Your impact expands dramatically.

The future of climate and health leadership depends not just on action, but on how we invite others to be part of the story.