Burson has released a new
report, Decoding Sustainability, that explores how brands can address increasing consumer demands on sustainability communications across Australia, India and Singapore.
The report, powered by the agency's proprietary AI tools, Know Your Opportunity (KYO) and Decipher, analyses search trends and media content to uncover what messages resonate, where communication gaps exist, and how brands can better engage audiences through transparency and relevance.
The report outlines key ways businesses can elevate their sustainability communications, including:
- Prioritise clarity over buzzwords
Audiences are increasingly disengaged by vague, jargon-heavy language. Terms like �growth�, "future�, �solutions�, and �technology� no longer cut through. Instead, brands should focus on short, fact-based updates that show tangible progress.
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- Anchor messaging in specific local contexts
While the UN Sustainable Development Goals (SDGs) provide a global framework, consumers often struggle with understanding what they mean in practice. Brands can build trust by relating the most relevant SDGs to their sector and local market and explaining their actions in relatable terms.
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- Lead with transparency, not just compliance
High-impact sectors like consumer goods, food, and energy are increasingly under public and media scrutiny. The report urges businesses to shift from reactive compliance to proactive storytelling, showcasing measurable impact, acknowledging trade-offs, and embedding sustainability into their brand purpose.
- Tap into underused narratives
Despite rising climate litigation and regulatory pressure, activism is largely missing from mainstream sustainability discourse. For some brands, this gap creates the space to champion value-driven narratives and shape public conversations with integrity.
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- Translate complex transitions into human outcomes
Particularly in markets like Singapore, where technical sustainability strategies are gaining traction, businesses must focus on translating policy and innovation into real-world benefits, from food resilience and energy access to job creation and community wellbeing.
Commenting on the report, Michael Rhydderch, APAC Head of Sustainability and Social Impact, said: "Sustainability is no longer just a reporting requirement - it�s a reputational imperative. Today, audiences are demanding more than ambition - they expect transparency, accountability and real progress, which means organisations must move from vague sustainability promises to clear and relatable communication."