After several turbulent years – bold commitments followed by political polarization, economic pressure and corporate caution – companies are resetting their approach to sustainability. The work hasn’t stopped. But the focus is sharpening around reclaiming sustainability as a driver of business value.

That shift was at the heart of a conversation I joined during Zeno’s Climate Week event, moderated by Bob Safian, former editor of Fast Company and Fortune, and host of the Rapid Response podcast, with James Pennington, Director of Global Sustainability Services at Lenovo and Caitlin Dillon, Director of CSR & Sustainability at CVS Health.

While we came at the issue from different industries and perspectives, there was strong alignment around where sustainability is now and where it’s heading next:

1. Sustainability has to earn its place in the business strategy.

The strongest sustainability strategies aren’t built around what companies are expected to do. Companies need to identify where sustainability can drive growth, reduce costs, manage risk or strengthen resilience.

Lenovo and CVS Health brought this to life in very different ways. Lenovo is turning circularity into a growth opportunity through refurbished devices that offer customers lower costs and less carbon impact. CVS Health is connecting environmental health directly to its mission of improving human health by using weather and patient data to anticipate climate-related health risks, improve outcomes and potentially reduce medical costs.

Two very different businesses, but the same lesson: the greatest opportunity lies where sustainability, business value and meaningful impact intersect.

2. Show impact, not just promises.

Stakeholders increasingly want to know what companies are actually doing and what difference it is making.

For communicators, that means moving beyond the annual report and continually surfacing the products, innovations, partnerships and decisions that demonstrate progress. It also means being transparent about what we’re learning and where challenges remain.

The strongest sustainability stories aren’t necessarily the biggest promises. They’re tangible proof of progress.

3. Lose the jargon. Speak human.

Net zero. Scope 3. Circularity. Materiality. The language of sustainability can quickly become disconnected from what people actually care about.

For consumers, the story may be saving money, water or energy. For employees, it may be how they can participate. For investors, resilience, efficiency or growth.

Same strategy. Different doorway.

Start with the stakeholder and what matters to them. Both Lenovo and CVS Health agreed, sometimes the best sustainability story simply sounds like a better product, a healthier community or a smarter way of doing business.

4. Create experiences that inspire action.

Experience turns sustainability from an abstract idea to one that people can feel and, more importantly, one that moves them to act.

The Aruba Promise, for example, asks visitors to take simple actions to help protect the island they’ve come to enjoy. Danone North America is bringing people directly into its regenerative agriculture efforts by inviting creators to farms and L’Oréal has issued a global call to action for consumers to participate in refill programs. 

These ideas work because they make sustainability something people can see, understand and do. Our job as communicators is to help close the distance between corporate commitments and people’s everyday lives.

5. AI: new audience, new sustainability challenge.

We now need to consider how sustainability information is discovered and interpreted not only by people, but also by AI. Is important information buried in an infographic? Are claims backed by accessible data? Are we communicating throughout the year rather than relying on one annual report? 

At the same time, AI brings its own sustainability challenges and opportunities from the energy and water demands of data centers to its potential to improve efficiency and resource management. Sustainability and communications leaders need a seat at the table to help shape responsible growth - and tell that story with credibility.

Reclaiming sustainability as a business imperative 

The opportunity now is to reclaim sustainability as a business imperative and a driver of business value. The companies that lead will focus where they are uniquely positioned to make a difference, turning sustainability into opportunities for growth, innovation and resilience while delivering meaningful impact. And for communicators, our role is to make that value clear, credible and relevant to drive action. Sustainability isn’t separate from the future of business. Done strategically - and communicated effectively - it can help shape it.