Corporate Responsibility

Communicating Sustainability with Substance

October 2026

Communicating sustainability means explaining what a business does, what evidence supports its claims and where work remains.

Sustainability has become a familiar part of business communication. Familiarity, however, does not always bring clarity. Words such as “responsible,” “ethical” and “sustainable” cover many different practices. Without an explanation, readers must decide for themselves what a company means.

For businesses in the diamond, gemstone and jewellery industries, a useful approach begins with the specific activity behind the announcement.

Start with the work

Before preparing an announcement, establish what actually happened. For example, a business might introduce a sourcing policy, complete a supplier assessment, reduce manufacturing waste or reach a milestone in a community programme.

Each activity can provide the basis for a worthwhile story. However, each requires different evidence and context.

A policy describes an intended approach, while an assessment records a particular exercise. By contrast, a measured result shows an outcome within a stated scope. These distinctions help readers understand the significance of the announcement.

Explain the boundaries

A claim becomes more informative when readers can see its limits. For instance, a statement might apply to one collection, facility or reporting period rather than the entire business.

Explain the calculation behind any figure. When an independent organisation verifies a claim, identify what it checked and the scope of its review.

Also distinguish between progress and completion. Introducing a programme represents an important step, but the launch alone does not demonstrate its eventual impact.

Together, these details give journalists, customers and business partners something concrete to evaluate.

Make the information readable

Evidence needs good editing. Long lists of policies and technical terms can obscure the work they should explain. Instead, a clear account helps readers follow the activity, understand its relevance and find further information.

A practical structure often works best: describe the issue, explain the action, present the available result and outline the next stage.

When several organisations contribute, explain their respective roles. Likewise, give figures clear dates and boundaries. Readers should be able to distinguish the main findings from the supporting detail without losing either.

Communicating sustainability as work progresses

Businesses do not need to present every initiative as a finished success story. An honest account of ongoing work can offer more value than a broad declaration.

Describe the achievements so far, then explain the remaining challenges. Finally, identify what the business plans to review or improve.

Communicating sustainability gains substance from these answers. The aim is a clear, proportionate account of the work, supported by information that readers can examine.

Furthur reading: OCED guidance on responsible business conduct.

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