More attentive consumers and increasingly rigorous media coverage of sustainability are challenging brands to communicate their initiatives with consistency and tangible results.
As World Environment Day is observed this month, the succession of heatwaves, prolonged droughts, floods, and increasingly intense storms reinforces the urgency of discussions around sustainability. Climate change impacts economies, supply chains, and everyday life, and in turn raises expectations for companies to adopt consistent environmental practices and communicate them responsibly.
This shift mirrors the evolution of consumer behavior. According to Kantar’s Sustain to Gain LATAM 2024 study, climate change has become the leading environmental concern among Latin Americans, while the number of people seeking to reduce their environmental impact through more conscious purchasing decisions continues to grow.
Today, brands and companies face an increasingly informed and demanding public, which means building trust requires consistency. It is no longer enough to announce environmental commitments: companies must demonstrate results and maintain transparent communication.
This movement is also reflected in media coverage. Topics such as the circular economy, biodiversity, energy transition, and corporate climate responsibility have begun to occupy space in business and technology sections, while scrutiny of unsubstantiated environmental claims continues to increase. Latin American consumer behavior itself reinforces this trend: according to Kantar, 50% of people in the region actively seek companies that offer ways to offset their environmental and social impact, and 44% have already stopped buying products due to their effects on the environment. This scenario underscores the importance of communication grounded in evidence and verifiable results.
Some companies have already understood this transformation. Natura, for example, has incorporated environmental regeneration, circular economy, and decarbonization goals into its long-term strategy and publishes indicators to track its progress. Mercado Libre follows a similar path, investing in renewable energy for its logistics operations and in environmental restoration programs, while also disclosing periodic reports on these advances. In both cases, the goal is not only to communicate initiatives, but to provide elements that allow their implementation to be assessed.
For those working in corporate communications, this reality represents a significant shift. The challenge has become the ability to translate technical information into clear, contextualized, and evidence-based messages.
In practice, this requires close integration between business strategy and communication. Creative campaigns remain important, but they gain greater value when they reflect concrete actions and measurable results.
It is precisely in this context that specialized structures make a difference. At LatAm Intersect, we support this evolution through a practice dedicated to the environment and sustainability, helping organizations build narratives aligned with their practices and with the real challenges of the climate agenda. One example is the work carried out with Arcadis, which demonstrates how, in highly technical sectors such as mining, communicating sustainability means transforming complex information into clear messages that allow different audiences to understand the impact of the actions taken.
The main opportunity for brands today does not lie in talking more about sustainability, but in communicating better what they actually do; trust remains one of the most valuable assets an organization has, and it is built through consistency, transparency, and results.
FAQ
What is a green consumer?
A green consumer considers environmental and social factors when making purchasing decisions, seeking products, services, and companies that align with more sustainable practices.
Does sustainability influence purchasing decisions in Latin America?
Yes. Numerous studies show that environmental criteria are playing an increasingly important role in consumer choices, although price and economic conditions still significantly influence final decisions.
What is greenwashing?
Greenwashing refers to the practice of making exaggerated or unsubstantiated environmental claims that create a misleading impression of sustainability.
How can companies avoid accusations of greenwashing?
By setting clear goals, publishing verifiable metrics, acknowledging challenges, and communicating results with transparency and consistency.
What is the role of strategic communication in the ESG agenda?
It helps translate technical information into understandable messages, connecting companies, the media, investors, and consumers through narratives grounded in facts and evidence.
Why has the media increased its coverage of sustainability?
Because issues such as climate change, the circular economy, biodiversity, and the energy transition now have direct implications for business, the economy, consumption, and everyday life.
How do environmental actions affect a company’s reputation?
Consumers and stakeholders increasingly assess whether a company’s practices match its public commitments, making transparency a key factor in building trust.
What distinguishes effective environmental communication?
Effective environmental communication presents concrete data, contextualizes results, acknowledges challenges, and demonstrates an ongoing commitment rather than relying solely on promotional messaging.
