The ‘S’ Word Paradox: Why talking less drives more sustainable action

Sustainability is urgent and universal, yet the term itself is increasingly toxic: mired in stigma, scepticism, and inaction. This session unpacks the paradox: the more brands talk about sustainability, the more consumers tune out, overwhelmed by conflicting messages and fatigued by guilt and distrust.

Drawing on new global research, we’ll explore why the best way to talk about sustainability might be not to talk about it at all. Instead, we’ll show how brands can move beyond buzzwords by listening to consumers, embedding benefit-led, everyday solutions, and making sustainability feel close, easy, and rewarding. Discover how to break the deadlock of mistrust and paralysis by engaging people in their own language-and why authentic dialogue, not just messaging, is the missing link in executing your sustainability strategy.