S5E5 - Making Sustainability Communications More Credible

Louise Ayling is Director of Sustainability and a board member at Radley Yeldar, a creative consultancy specialising in brand, corporate and sustainability communications. In this episode, Louise talks in-depth about Radley Yeldar's practical guide 'Words that Work: Effective Language in Sustainability Communications", which reviewed the sustainability webpages from 50 of Forbes' '100 most valuable brands' and compared their communications style with ten leading 'sustainable brands'. We discuss the importance of spotting and avoiding 'Stock Sustainability' and whether she feels greenwashing is still prevalent among most brands.