What our analysis of 160 sustainability companies revealed about the state of sustainability marketing and communications
The past few years have ushered in significant changes for climate and sustainability-focused businesses. Once buoyed by favorable political narratives and investor enthusiasm, these companies now face a more challenging environment. According to Pitchbook, climate-tech VC deals fell by more than 17% year-over-year in 2024, raising $24 billion—down from 2021’s peak of $41 billion.
The volatile political landscape, particularly in the United States, has also led to a recalibration of priorities, with clean energy initiatives receiving less emphasis and funding at the federal level. Even the European Union, which is largely seen as the regulatory champion of corporate social responsibility, has recently taken steps, critics say, that will weaken sustainability reporting rules and depress investor confidence in clean energy financing.
Despite these obstacles, climate and sustainability-focused businesses are more important than ever in a world where energy independence is a top priority. It goes without saying that how nations pursue that goal will determine their role in mitigating climate change.
In this context, sustainability companies cannot rely solely on climate-friendly policies or market trends. They must actively differentiate themselves and articulate their unique value to stakeholders. The question is: are they?
During the first quarter of 2025, THINKINK analyzed how 160 sustainability companies from around the globe, including carbon capture firms, sustainability accounting platforms, certification bodies and waste management enterprises, communicate their solutions and value on their websites. The findings reveal concerning trends in messaging focus, buyer benefits and media engagement.
When filtering out companies focused on regulatory compliance and/or tracking emissions (more on that below), less than two-thirds of brands center their messaging on their product, making it difficult for a potential buyer to ascertain what is being sold. Meanwhile, one-quarter of companies emphasize the underlying technology and 12% highlight environmental issues.
Alarmingly, in 14% of cases, the messaging is so detached from the actual product that it is unclear whether a tangible offering is available for purchase. This is particularly true for providers of drop-in fuel replacements like sustainable aviation fuel, where 27% of company websites fail to indicate whether the product is available for sale.
Focusing on the product is clearly the right strategy—provided the company connects it to buyer benefits. Yet only 28% of websites we surveyed do this, a figure that drops to zero among carbon capture businesses. Instead, most highlight how their product benefits the planet, which does little to establish commercial viability. Finally, less than half (49%) of the companies mention clients on their websites and a mere 19% feature any form of media coverage. Notably, a paltry 2% showcase coverage from industry-specialized media, missing opportunities for social proof and brand building.
These patterns reveal a widespread issue in messaging strategies for sustainability companies: a failure to effectively articulate their products, credibility and value to potential buyers and investors.
Interestingly, companies focused on regulatory compliance and emissions tracking behave much more like traditional technology firms. Almost all (95%) concentrate their messaging on their product, with minimal emphasis on technology (4%) or environmental issues (1%). Beyond that, 42% clearly state the benefits for the buyer and a substantial 82% mention clients on their websites.
However, differentiation among these companies is minimal as many appear to be replicas of each other. A quarter also utilize unconventional domain extensions like .earth or .io, compared to an 18% industry average, which may negatively impact their perceived professionalism and search rankings.
Beyond their messaging gaps, sustainability companies are also failing to leverage media coverage and branding effectively. A staggering 81% do not feature media coverage on their websites, despite the role media plays in building credibility and educating audiences. When coverage is present, it rarely comes from industry-specialized publications—suggesting companies are either struggling to gain earned media or are unaware of its importance.
Branding choices further reflect a lack of strategic differentiation. Nearly half (48%) of sustainability companies use blue or green as their dominant website colors, reinforcing industry clichés rather than distinct brand identities. Additionally, 13% have the word “carbon” in their name, while 11% include terms like “climate,” “eco,” or “earth.” While these names clearly signal industry relevance, they also risk blending into a very crowded market.
BeCause launched the world's only AI-powered sustainability data management platform for the travel and tourism sectors in 2019. By 2023, the startup had received impressive investment and recognition but still faced competitors with deep industry connections and massive marketing budgets. To overcome these challenges, the company needed a communications strategy that would improve the brand's visibility, communicate its value proposition and unique product, and build confidence among travel and tourism decision-makers.
Achieving the company’s goals required a communications partner with expertise in startup dynamics, deep industry understanding, and strong relationships in its target sectors. THINKINK brought the expertise that BeCause needed.
THINKINK worked with BeCause to refine the brand's message for media audiences and better position the company against its entrenched competitors; we supported global media relations and thought leadership efforts to promote executive visibility at a critical stage of growth; and we established the BeCause team as subject matter experts in their field. With THINKINK as a communications partner, BeCause matured from an emerging brand to a respected authority and secured top-tier coverage, industry awards and cemented its foothold as an industry leader.
Sustainability companies must recognize that environmental impact is only one piece of the story they must tell. Sustainability marketers don’t need to obscure what they do with industry jargon—they need to implement engaging, impactful messaging that doesn’t dilute their product’s value. These companies must articulate how their products solve real problems, deliver tangible benefits and provide value to customers to create new business opportunities.
The sustainability sector is still young, but it is dynamic and ripe with opportunity. In an industry where best practices are still being defined, those who master the art of strategic communication will distinguish themselves and thrive. As the landscape matures and corporate investment dries up, the companies that succeed will lean into clear, compelling and buyer-focused communication.
The uncertain political and investment realities present both challenges and opportunities for sustainability companies. While external factors may be in flux, the ability to clearly and successfully communicate a product's value remains within an organization's control. By working with an experienced communications firm and focusing on key marketing strategies such as buyer-centric messaging, showcasing client successes and leveraging media coverage, sustainability companies can position themselves to win.
The right marketing and PR strategy can help you earn buyer and investor confidence. Get in touch to learn what we can do for your brand.