I have never seen companies so afraid. 

Over the past few weeks, I’ve spoken with sustainability leaders at some of the world’s largest companies. Nearly all are trying to untie the same Gordian knot: how to communicate about environmental commitments in today’s supercharged political environment. From attacks on ESG to accusations of greenwashing—or its opposite, greenhushing—many feel there’s no safe way to communicate about climate.  

Some are putting their heads down. Others are publicly retreating from past positions or scaling back their communication. The conventional wisdom seems to be that these are the low-risk approaches—that it’s a mistake to actively engage on environmental issues right now. 

But our research tells a different story. After nearly 10,000 interviews with consumers and investors across the political spectrum in the US and in five countries globally, a clear picture has emerged.   

We call it “The Return on Responsibility.”

Responsibility:   

Don’t believe the politicians––even Republicans want companies to act. 

We tested 34 different corporate environmental actions, from efforts to reduce emissions to investments in clean energy. There’s a significant partisan divide with Republicans less supportive. But the more important point: among Republicans, there was more support than opposition for every one of those actions. Every one. Walk away from your environmental efforts and you risk angering Republicans and Democrats alike. 

Opportunity:  

For investors and consumers, the future is clean—environmental responsibility is a business opportunity. 

Investors and consumers overwhelmingly believe that environmentally responsible companies are more likely to be financially successful than other companies. It’s not even close. When asked how they expect different industry sectors to perform in the future, investors said they expect clean energy technology to outperform every industry tested except AI over the next one- and 10-year periods. Consumers also expect–and want—more clean energy adoption in the future.  

Risk:   

Climate risk is business risk. Investors and consumers expect you to be prepared. 

From supply chain disruptions to stranded assets, from regulatory changes to reputational damage, investors and consumers increasingly appreciate that extreme weather and other climate issues create real financial risks for companies. Ignore these at your peril.  

While there is clear support for action, many companies are afraid to talk publicly about what they are doing. But remaining silent has its risks. It means that no one is telling your story, which makes it very easy for others to come in and tell it for you.   

We found three key principles to getting the message right on environmental action.  

Principle 1: Make It About Value, Not Values 

Stop “saving the planet.” Like it or not, not all Americans share your POV on climate change. But 89% of the public agrees that environmental responsibility will lead to financial success. The business case is simply much more effective than the moral case. Connect every environmental action to a business rationale and you are much less likely to come under attack. Instead of virtue signaling – make it about value creation. 

Principle 2: Be For, Not Against 

Most of the controversy over climate is a response to actions that are explicitly anti-fossil, not actions that are explicitly pro-clean. People (especially Americans) don’t like having things taken away from them; especially not their cars, stoves, or jobs! Focus on what you’re adding, not what you’re taking away. If new, cleaner technology is better and it results in reducing or eliminating fossil fuels, that’s fine. But focus on the benefits of the new, not the downsides of the old. 

Principle 3: Use Plain Language, Not Jargon 

If I want to make you feel left out of a conversation, I will have a conversation in a language you don’t understand. That is what the sustainability community has been doing for years. So it’s no surprise that many people feel left out or alienated. You can achieve more by using politically neutral language that everyone understands. Don’t say “climate change” when you can talk about “extreme weather.” Don’t talk about “scope 3 emissions” or “circularity” when you can talk about “customer’s emissions” and “recycling.” This isn’t about dumbing down the message—it’s about making it accessible and actionable. 

The Path Forward 

For many companies, environmental actions that were disconnected from the business are now critical to future success. Innovating to make operations cleaner, preparing for extreme weather risks, and finding ways to reduce waste and save money are just a few.  Investors get this. Voters get this. With the right focus and the right messaging, the most controversial thing about corporate action on the environment would be staying silent.   

If your company is feeling the pressure when it comes to talking about environmental actions, we can help you find a path forward. Visit our Redefining Responsibility page for more information on how we can work with you. Or contact us for a consultation: https://maslansky.com/connect/