5 Best practices to make communications more sustainable

Sustainability in communications isn’t just about promoting green topics. It’s about how messages are delivered, what resources they consume, and whether they contribute to meaningful, lasting engagement or just add to the noise. It’s not just about reducing paper wast if not about digital sustainability, ethical partnerships, and making sure every message has a purpose.

So, how do we do it better? Here are five practical ways to make communications campaigns more sustainable, with real-world examples to show that it’s possible.

‍

1. Rethinking digital waste

We tend to think of digital content as weightless, and immaterial. But the truth is, every website, email, or social media post exists on a physical server somewhere, using energy. Every video streamed, every image loaded, every unnecessary email, it all adds up.

A single email with an attachment? Carbon footprint. A high-resolution image-heavy website that takes forever to load? Carbon footprint. Even an autoplaying video on a campaign landing page is consuming energy.

So, what can we do? Optimising websites, keeping emails lean, avoiding autoplay features, and ensuring digital platforms are energy-efficient all help. Organisations like Greenpeace take this seriously, opting for green web hosting and lightweight page design to minimise environmental impact. Small changes, big difference.

‍

‍

2. Do we really need more print?

Let’s be honest. How many flyers from events, awareness days, and campaigns have you actually kept? And how many ended up in the bin five minutes later?

Print still has its place, but it should be intentional. If you must print, using recycled or FSC-certified paper is a start. Better yet, why not replace brochures with QR codes linking to digital materials? It’s convenient, saves paper, and, let’s face it, most people prefer looking things up on their phones anyway.

WWF’s Earth Hour is a great example of this, minimising physical materials and focusing on digital engagement instead. They make it about action rather than paper-heavy promotion.

‍

3. Who are you partnering with?

A campaign is only as credible as the people behind it. It’s easy to launch a green initiative but then work with media outlets, influencers, or ad platforms that don’t align with those values.

The right partnerships amplify your message in an authentic way. Ethical influencers—those who genuinely care about sustainability, can have more impact than a big-name personality who just jumps on trends. Similarly, choosing media partners who prioritise sustainability ensures your message isn’t just effective but also consistent with your values.

The Ellen MacArthur Foundation, known for its work on the circular economy, does this well. Instead of mass advertising, they collaborate with thought leaders who truly understand sustainability. Their reach isn’t just wide, it’s meaningful.

‍

4. Accessibility is sustainability

Making content accessible isn’t just about inclusivity; it’s also about sustainability. Simple, clear messaging uses fewer resources, reaches more people, and reduces unnecessary digital clutter.

Take website design: the more complex it is, the more energy it takes to load. Dark mode-friendly designs, alt-text on images, and streamlined visuals make content not only more accessible but also more sustainable.

A great example? The UN’s Sustainable Development Goals website. It’s minimal, effective, and easy to navigate without excess graphics that slow it down. The less wasteful the design, the more sustainable the experience.

‍

‍

5. Measure and offset your impact

It’s easy to assume that a communications campaign has little environmental impact, but the reality is, every choice adds up.

Measuring your digital footprint can be eye-opening. Tools like Ecograder or Website Carbon Calculator show how much energy a website consumes. Campaign emissions, from video production to digital ads, can also be offset by investing in carbon credits or supporting reforestation projects.

Brands like Patagonia are transparent about this. They don’t just talk about sustainability, they track their impact, report on it, and make changes where needed. It’s an approach that builds trust and accountability.

‍

Final thought: Rethink, Reduce, Reimagine

Recycling is also the result of rethinking how we communicate, reducing unnecessary content, and reimagining how messages are shared.

At the beginning of every comms strategy, take a moment to ask: are we making our campaigns truly sustainable, or just saying we are? The answer might surprise you.

Looking to build a sustainable communications strategy? We can help! Let’s create campaigns that are engaging, ethical, and waste-free.

‍