Subhash Dhuliya & Amit Dutta
Abstract
Sustainability marketing is facing a crisis of credibility. As consumers grow increasingly skeptical of unsubstantiated green claims like “eco-friendly” or “100% green,” the need for verifiable communication has never been greater. This paper contends that core journalism skills—specifically storytelling, fact-checking, and ethical messaging—provide a robust framework for more effective and trustworthy sustainability communication. Drawing on recent studies, campaigns, and case examples, our analysis demonstrates how narrative strategies humanize complex concepts, rigorous fact-checking builds credibility, and ethical framing protects brand reputation while empowering consumers. The paper further highlights the role of this integrated communication approach in advancing Sustainable Development Goal 12 (Responsible Consumption and Production). We conclude that marketing practices inspired by journalism can transcend mere persuasion, fostering genuine behavioral change and contributing to broader social good.
Keywords
Sustainability marketing; storytelling; fact-checking; ethical communication; SDG 12; journalism skills; consumer trust
Introduction
While sustainability has become a central theme in contemporary marketing, audiences increasingly question the authenticity of corporate environmental claims. Slogans such as “zero waste” or “100% eco-friendly” often fail to withstand scrutiny, creating a significant trust deficit between brands and consumers. In response to rising skepticism, sustainability communication must evolve beyond persuasive tactics toward greater transparency, accountability, and credibility.
This paper examines how skills fundamental to journalism—storytelling, fact-checking, and ethical messaging—can be leveraged to strengthen sustainability marketing. We argue that by adopting these journalistic practices, brands can rebuild consumer trust and encourage responsible behaviors aligned with the United Nations’ Sustainable Development Goal 12 (SDG 12).
Storytelling: Humanizing Abstract Sustainability Concepts
Sustainability issues—such as carbon footprints, circular economies, and resource constraints—are often complex and technical. Storytelling offers a powerful means to translate these abstractions into relatable human experiences. Research indicates that 92% of consumers prefer advertisements with narrative structures, and 55% are more likely to remember brands that tell compelling stories (Amra & Elma, 2023).
Case studies like IKEA’s “Buy Back Friday” campaign illustrate how narratives centered on community responsibility can effectively engage consumers in sustainable practices. Thus, storytelling functions not only as a marketing tool but also as a pedagogical strategy for embedding environmental awareness into everyday life (Tunley Environmental, 2024).
Fact-Checking: Safeguarding Credibility
However, compelling narratives are insufficient without evidentiary support. Without factual grounding, stories risk being dismissed as greenwashing. Journalism’s core principle of verification—checking sources, citing data, and holding claims accountable—is crucial in this context.
Empirical studies confirm the importance of this rigor. Nyhan et al. (2022) found that fact-checking significantly reduced false beliefs across different countries, with measurable effects persisting over time. Similarly, research published in Mass Communication and Society (2024) demonstrated that corrective information enhances belief accuracy across diverse cultural contexts.
For brands, this translates to referencing independent certifications (e.g., FSC, Fair Trade), citing external reports from bodies like the UN or NGOs, and presenting measurable, transparent data. These practices are essential for reducing consumer doubt and building long-term credibility.
Ethical Messaging: Aligning with Consumer Values
Ethics are central to effective sustainability communication. Exaggerated or misleading claims not only risk reputational damage but also alienate an increasingly conscientious consumer base. A study in the Advances in Consumer Research Journal (2022) found that ethical consumerism strengthens the impact of sustainable storytelling on purchase intention.
Ethical messaging involves honesty, acknowledging a brand’s limitations, and inclusively representing diverse voices, such as those of workers and local communities. Patagonia’s iconic “Don’t Buy This Jacket” campaign (2011) remains a landmark example, as it prioritized consumer responsibility over short-term sales, thereby challenging traditional consumption norms.
Contemporary reports reinforce this necessity. Edie (2023) highlights growing public skepticism toward sustainability narratives, while Hower Impact (2023) notes that although 96% of executives value sustainability storytelling, nearly half admit their organizations underperform in this area.
The Expanding Role of Journalism Skills in Marketing
The distinction between journalism and marketing continues to narrow. Brands increasingly rely on narrative-driven campaigns, branded content, and multimedia storytelling. The Forbes Communications Council (2024) has emphasized storytelling as one of the most powerful marketing tools for forging emotional connections and achieving brand differentiation. In an era of growing consumer doubt, journalism skills—clarity, accuracy, and ethical framing—are becoming indispensable assets within marketing teams.
Risks of Greenwashing and Backlash
The risks of overstating sustainability claims are significant. Such claims invite immediate backlash, which is often amplified by social media, watchdog organizations, and investigative journalism. TrinityP3 Consulting (2024) warns that misleading environmental claims can not only inflict severe reputational damage but also trigger regulatory penalties. Therefore, ethical communication is both a moral imperative and a strategic necessity for long-term brand resilience.
Toward an Integrated Approach
Our analysis suggests that effective sustainability campaigns must integrate three key dimensions:
- Narrative storytelling to capture attention and foster emotional engagement.
- Fact-checking and data verification to ensure credibility and substantiate claims.
- Ethical framing to align communication with consumer values and societal expectations.
Individually, these dimensions are less effective; collectively, they create campaigns that are persuasive, trustworthy, and socially responsible.
Implications for SDG 12
SDG 12 calls for responsible consumption and production, emphasizing the need to decouple economic growth from environmental degradation and to promote sustainable lifestyles. Achieving this goal requires not only technological innovation and policy reforms but also communication that effectively bridges the gap between knowledge and action. Here, journalism-informed marketing plays a crucial role.
Communication strategies grounded in journalistic principles—accuracy, transparency, and ethical framing—can make sustainability messages both relatable and credible. By fostering trust, such communication encourages consumers to critically assess their choices and empowers them to adopt sustainable practices such as recycling, repairing, reusing, and mindful consumption.
Moreover, by contextualizing sustainability within compelling human stories backed by verified evidence, marketing campaigns can normalize responsible behavior, rendering it aspirational rather than burdensome. This transforms marketing from a mere instrument of persuasion into an agent of social change. In this way, journalism-inspired communication not only advances corporate reputation but also contributes to systemic transformation, helping societies align consumption patterns with planetary boundaries and intergenerational equity—the very essence of SDG 12.
Conclusion
Sustainability marketing today faces a profound trust deficit, largely resulting from unsubstantiated claims, vague slogans, and consumer fatigue with “green” messaging that lacks evidence. This skepticism is compounded by rising awareness of greenwashing. In this environment, marketing cannot rely solely on persuasive appeals; it must demonstrate unwavering accountability and credibility.
Journalism skills provide a viable pathway forward, equipping sustainability communication with practices that prioritize truth, clarity, and ethical responsibility. Storytelling humanizes abstract environmental concepts, translating them into lived experiences that resonate with audiences. Fact-checking ensures these narratives are grounded in verifiable data, reinforcing trust. Ethical framing protects brand reputation while demonstrating respect for consumer intelligence, encouraging a sense of shared responsibility.
For businesses, adopting these journalism-informed practices enhances credibility, resilience, and long-term brand equity, creating a competitive advantage in markets where trust is a scarce resource. Beyond corporate benefits, these practices have broader societal implications: they align marketing communication with the collective goals of environmental sustainability and responsible consumption. By embedding honesty, transparency, and ethical accountability at the core of sustainability narratives, marketing can help bridge the trust gap, inspire meaningful behavioral change, and contribute directly to the achievement of global sustainability agendas.
References
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About the Authors
Professor Subhash Dhuliya is a distinguished academic, researcher, and educational administrator with over four decades of experience in media studies and journalism. He has served as Vice Chancellor of Uttarakhand Open University, Director and Professor at the School of Journalism and New Media Studies at Indira Gandhi National Open University (IGNOU), Course Director at the Indian Institute of Mass Communication (IIMC), and Professor of Culture and Media Studies at the Central University of Rajasthan. . Earlier in his career, he worked in journalism as Assistant Editor with Times Group (Sunday Times and Navbharat Times) and Chief Sub-Editor at Amrit Prabhat (Amrit Bazar Patrika Group)
Amit Dutta is the Executive Editor at Zee Business and an experienced business journalist with a demonstrated history in broadcast media. He is skilled in breaking news, journalism, media relations, and television production. He holds a Master’s degree in Journalism and Mass Communication.
