Tim Stübane HORIZONT
Sustainability has disappeared from the headlines. AI, recession, geopolitical crises—other issues are dominating the agenda. Many brands are pulling back, toning down their messaging, and cutting budgets. A mistake, says Tim Stübane, co-founder and CEO of The Goodwins, in his Talking Heads column. Because the problem isn’t sustainability itself, but how we talk about it.
For years, sustainability messaging sounded the same. Sentimental. Morally charged. Images of nature, green-and-brown color palettes, slogans like “Together, we’ll save the world.” The narrative behind it: Buy this because it’s the right thing to do. Because you’re a good person. Because you’re thinking about the future.
That worked for a while—in a world where people were willing to pay extra for that good feeling. But that world no longer exists. The year 2026 is marked by inflation, uncertainty, and price pressures. Up to 70 percent of purchases are now made only at a discount. Moral appeals fall on deaf ears when the receipt has the final say.
At the same time, the old rhetoric has gone up in smoke. Greenwashing, the Green Claims Directive, loss of trust. Anyone who still communicates today with vague promises and grandstanding about saving the world is no longer taken seriously. That narrative is dead. And that’s a good thing.
What works instead: Communication based on the market, not on morality
The new approach to sustainability communication focuses on performance rather than conscience. It doesn’t answer the question “Why should I be a good person?” but rather “What’s in it for me?” It promises measurable benefits, not peace of mind.
That means: No more sentimentality. Bring on the facts. “Saves 120 euros per year,” “30 percent longer lifespan,” “guaranteed repairable until 2030.” Hard metrics, externally verified, placed right where decisions are made. On the shelf. On the product page. At checkout. No more green packaging that lets you “feel” sustainability—instead, clear communication that proves it.
The New Narrative Patterns
Three shifts define the new tonality:
1. From Mission to Impact
Not: “We are fighting for a better world.”
Instead: “This product lasts twice as long. That saves money and reduces waste.”
The perspective shifts. Idealism becomes pragmatism. Emotion becomes reason. “Be part of the solution” becomes “this is the better choice.”
2. From green to transparent
Not: “100 percent sustainable.”
But rather: “Here’s what we’ve accomplished. Here’s what we’re still working on.”
Radical honesty trumps glossy green illusions. People trust brands that demonstrate progress, not those that pretend to be perfect. Transparency is becoming a brand asset.
3. From the Exception to the Norm
Not: “Our sustainable premium product.”
But: “Now standard—at no extra charge.”
Sustainability must no longer be marketed as a luxury feature. It must become the norm. “At the same price as before,” “now available in all versions,” “simply better made.” The message: Sustainability isn’t an extra—it’s the new normal.
What This Means for Campaigns
The tone changes radically. No more sentimental stories about polar bears or happy children 50 years from now. Instead: smart communication that positions sustainability as a better product strategy.
Take durability, for example: Not “We conserve resources,” but “Lasts twice as long. Proven.” With the warranty seal, test results, and repair service prominently displayed. That’s not an eco-friendly pitch. That’s quality marketing.
Example: Refurbished. Not “Good for the environment,” but “Technically like new. 40 percent cheaper. 12-month warranty.” The sustainability argument is a bonus, but it’s not the deciding factor.
Take transparency, for example: Not “We’re perfect,” but “This is where we are. Here’s what’s next.” Show progress instead of claiming perfection. That builds credibility in a market full of empty promises.
Why Now Is the Right Time
Many people are asking themselves: Is sustainability communication even worth it anymore? The answer: Yes—but only if it sounds different. The competition is pulling back, toning down its messaging, and cutting budgets. That’s the opportunity. Those who communicate with the right tone now—sober, factual, and benefit-oriented—will stand out in a market that’s currently falling silent.
Those who treated sustainability merely as a trend are now out of the picture. Those who see it as a business model are just getting started. The old way of communicating about sustainability is dead. The new one is just beginning.
My Appeal
Don’t stop communicating about sustainability. But stop selling it as a moral cause. The new approach to sustainability communication is clear and concrete. It appeals to reason, not to conscience. It promises measurable benefits, not just a good feeling. Sustainability has been “just good” for long enough. Now it’s finally getting better.