1.5 Why Does How We Communicate Sustainability Matter as Much as What We Say?

How sustainability is communicated shapes how stakeholders understand, trust and act on it. The same verified fact can be communicated in ways that build trust or create greenwashing risk, as the example below shows.

Two things change with execution:

  • Trust. Vague or hyperbolic language adds to the industry's trust deficit, even when the underlying fact is true. Specific, matter-of-fact wording makes real progress visible and credible.
  • Action. Clear communication explains not only what a feature is, but how people can use it, for example how to care for a garment or access a repair or resale service.

Chapters 5 and 6 build on this by exploring how storytelling and repeated communication shape what is seen as normal and desirable in fashion.

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