how to say… anything… right now: 5 tips for communicating authentically in this moment
published 2.18.25
One of the conversations I’ve been having an awful lot with other sustainability and impact leaders and founders who care deeply about our future is this: How do we say… anything… right now?!
And wow, do I feel that. It’s really hard to know how to communicate in 2025 against the polycrisis backdrop that we’ve been navigating together, and it’s only February.
While I definitely don’t have all the answers, here’s what is feeling true to me, based on my experience working at the intersection of ESG and communications over the past 15+ years, coaching change agents and building the Girls Club Collective community over the past 5, and advising our qb. clients on internal and external storytelling strategy (among other fun things!) since 2020.
1. First, listen
Before saying anything at all, I often find that the best thing we can do when we’re thinking about storytelling or sharing a message is to actively listen to the people we hope to reach or engage.
This can take many forms: Connecting with our colleagues to hear what’s going on with them (really), paying attention to the conversation around a topic like climate resilience or circularity, asking our peers what’s catching their attention or giving them hope.
Listening and reading with curiosity can help us share from a more connected place. Whenever I’m unsure exactly where to start, I start here.
2. Acknowledge the moment
A few words can go a long way in reassuring your audience that you appreciate what’s going on in the world right now. Whether you’re crafting ESG report launch communications, writing a LinkedIn post about a big milestone, penning a newsletter or marketing a new program, opening with some awareness of the moment we find ourselves in (vs. pretending it isn’t happening) can make your brand more human and your message more resonant.
You don’t have to explain it or pontificate, either. A simple, “It’s a complicated time,” or “there’s a lot happening right now” goes a long way.
3. Tell the truth
Of course, I hope this goes without saying. But whatever you want to communicate right now—whether it’s a report on progress against your 2025 sustainability goals, an update on your GHG emissions calculation methodologies or an evolution of your people programs—please tell the truth.
In what can at times feel like a post-fact world, people are looking for real, honest updates about the work and what’s happening (as much as those are possible in your organizational culture and context). Yes, legal approvals may factor into what you can and can’t say on this, and your customers, employees, partners and peers should inform which information is relevant, but telling the truth is best practice no matter what.
4. Remember that hope and joy are a form of resistance
So many of us are looking for good news right now (amidst the seemingly hourly barrage of tough headlines). It can feel wrong to share “bright spots” or positive updates in this context.
But something that has come up in conversation time and time again—including with people who are going through extraordinarily difficult personal and professional circumstances right now—is how much they appreciate hearing good news. There are a lot of people looking for hope right now: feeling and sharing joy is itself a form of resistance.
5. Embrace imperfection
One of my biggest learnings in my antiracist and decolonial education is how important it is to show up imperfectly with good intentions and learn along the way, which applies here, too.
We’re not going to get the tone right every single time. There is no playbook for flawlessly communicating our way through unprecedented times, and it can feel scary in this environment to say anything at all.
However, staying silent—when you have something to say and a platform with which to say it—does not move us toward a better future. It doesn’t help other like-hearted people find us. It does not remind us of all the good work by amazing humans that is still happening.
I don’t have all the answers here (or most of them!) and would be suspicious of anyone who does. But I hope this reminds you how much we want to hear from you, even (especially!) in the context of (waves hands around) *all of this.*
Curious about our strategic communications services? Let’s start a conversation.
by Lis Best
Director
