Can Sustainability be Sustained? Circle of Fellows No. 119

With competing business priorities and shifting government policies often pushing sustainability down the agenda, communication professionals play a critical role in keeping it front and center. We are uniquely positioned to connect sustainability to organizational purpose, values, and long-term success — ensuring it is not seen as a stand-alone initiative, but as part of the company’s core identity.

Through strategic messaging, storytelling, and consistent integration into internal and external narratives, communicators can make environmental goals relevant to every employee’s role and decision-making. We can spotlight progress, celebrate champions, and translate complex metrics into human-centered stories that inspire action. By making sustainability visible and shared across all levels, communication professionals help ensure it not only survives but thrives despite external pressures.

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