AI, Accountability & Action: 2025 CSR & Sustainability Communication Trends
The new year has already shepherded complexity and uncertainty around DEI, ESG, and CSR policies and commitments. With ongoing debates on how companies should advance (and talk about) this vital work, some brands may find it tempting to take a "wait-and-see" approach. I’m back on my soapbox: Don’t do this. These are not political issues. These are business imperatives. Be a leader!
Here’s what I’m seeing going into 2025, with recommendations on how you can best drive and communicate progress.
From Storytelling to Storyliving: Today, it’s not enough to tell your story; companies must demonstrate their commitment through concrete actions independent of incentives. Customers need to hear from people who can speak to your company’s integrity and impact, whether a customer, partner, or employee. Share the megaphone to humanize your company's efforts, build trust, and showcase genuine commitment. Interactive experiences and strong visuals can help you drive home impact.
Leveraging AI/ML for Impact: We’re seeing a significant shift in how companies use Artificial Intelligence and Machine Learning (AI/ML) to monitor, track, and improve sustainability efforts and provide richer, more complex data and results to share publicly. AI is also an incredible tool for refining and enhancing sustainability messages to individual preferences and interests for the most significant relevance and engagement, reaching diverse audiences with targeted information. Expect to see a lot more information sharing in the year ahead as AI continues to improve and advance. To differentiate, identify new types of information to share and invest in how you visually present it. And remember, AI is a tool, not an end-all solution. You must maintain consistency in your brand tone and voice.
Radical Transparency and Accountability: Sharing concrete data and evidence, including challenges and setbacks, will continue to foster credibility and demonstrate progress. In addition to AI/ML opportunities to collect new data types, if you aren’t already doing it, consider third-party reviews or certifications to validate sustainability claims that add a layer of accountability beyond regulatory requirements. Creating platforms for open dialogue and stakeholder feedback also demonstrates a commitment to continuous improvement and responsiveness.
Focus on Intersectionality: We’ve seen several large brands roll back on their DEI initiatives recently. While the biggest companies in the world might be able to take the negative hits in stride, it’s still a terrible decision likely met with long-term negative impacts. The current political discourse on DEI aside, there are many examples of why corporate DEI initiatives are critical and contribute to corporate success stories. Look at this time as an opportunity for your company to highlight diverse leaders, promote inclusive solutions and discuss the interconnectedness of environmental issues with social equity and economic justice.
The Rise of "Regenerative" Communication: In the years ahead, the continuous focus will be on doing more good, not just being less harmful. Brands must communicate a holistic vision for a regenerative future, inspiring hope and collective action regardless of short-term policy fluctuations. Think of how you can partner with stakeholders across sectors to drive transformative change at a systems or industry level, building resilience and adaptability in uncertainty.
Reach out if you want to discuss these trends (or other ways to build your brand and share your CSR & Sustainability story). Shoot us an email at hello@longevitycomms.com.