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Way With Words

Can sustainability ever be engaging – or sexy?

The Mundi & Co team shares its top tips on how to make sustainable messaging more engaging


Sustainability is no longer a nice-to-have. It’s a must-have. Research shows that luxury consumers increasingly choose to buy ethically, preferring brands they trust on environmental and social grounds.

But while many companies are responding to demand and adjusting their operations, most struggle to get this message across.

So how to do it well? How do you find your authentic story and tell your clients what you’re doing without being boring, preachy or, worse, greenwashing and making false claims? We think it’s simple. It’s about finding those stories that will really engage your audience, and ultimately, bring results.

The most visible way of doing this is by making it part of your brand. If you’re implementing sustainability measures and genuinely walking the talk, then make sure your customers know about it. Making your green credentials part of your tag line, logo and core brand pillars is key.

Why? Because your clients want to know that they are having a positive impact by choosing your company so talk about it from the get-go.

A great example is Aracari Travel, a pioneering, experiential tour operator to Peru, Bolivia and the Galapagos. Drawing on the founder’s in-depth knowledge and unrivalled contacts, we created a tone of voice that brings to life Aracari’s extraordinary, purpose-driven travel, always with sustainability at its core.


Do you want to chat about how to create authentic, jargon-free content? Say hello.