A recent report from 3BL, a leading sustainability communications partner, highlights a growing disconnect between consumer expectations and corporate communication strategies regarding sustainability. The report, titled “Say Less, Risk More,” underscores the rising concern that companies are underestimating the risks of remaining silent on their sustainability initiatives.
Despite a strong majority of U.S. consumers—66%—believing businesses should continue their sustainability efforts regardless of the political climate, many companies are scaling back their communications. This trend is particularly noticeable in the United States, where political scrutiny of corporate social responsibility is increasing.
The report indicates that media mentions of major companies associated with sustainability initiatives have already decreased significantly in the first four months of 2025 compared to the previous year. While reducing public communication might initially seem like a less risky approach, 3BL argues that the opposite is true.
The research indicates that most media coverage of sustainability remains neutral or positive. Furthermore, the American public continues to hold high expectations for corporate leadership in this area. Only a small percentage of consumers—8%—expect companies to reduce their sustainability efforts.
However, consumer trust in corporate sustainability claims is eroding. The report reveals a substantial increase in the number of consumers who rarely or never believe such claims, rising from 15% eighteen months ago to nearly 25% currently. This skepticism stems from a perception that many companies only engage in sustainability initiatives when it’s financially beneficial or aligns with current trends.
3BL‘s report offers key findings and guidance for companies seeking to navigate this complex communication landscape effectively. The report emphasizes the importance of transparent and consistent communication about sustainability efforts, even in the face of political pressure or potential criticism.
3BL works with over 1,500 companies, ranging from large multinational corporations to smaller enterprises and non-profit organizations, to help improve their reputations as responsible businesses. The company offers various services, including news and content distribution, bespoke storytelling, and digital media support through its TriplePundit division. The full report provides further details and actionable advice for companies seeking to strengthen their sustainability communication strategies.
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