Turning Your Net Zero Strategy Into Action

For the UK to reach net zero by 2050, businesses all need to pull in the same direction to lower and offset emissions. According to the UK Net Zero Business Census – the largest study to date examining the progress UK organisations are making toward net zero, launched by Planet Mark last September – 73% of organisations encouragingly consider achieving net zero a strategic priority. But while it’s often the CEO, or board, who sets the organisation’s ambition and direction, it’s effective communication that is vital in turning that strategy into action that actually drives results. 

Comms managers are educators 
To help create meaningful behavioural changes, comms managers must view themselves as educators – supporting employees, teams, and external stakeholders in understanding the ‘why’ behind sustainability goals. At the same time, they also need to equip all these audiences with the knowledge, motivation (and often the most suitable tools as well) to act.  

Tellingly, Deloitte’s ConsumerSignals survey found that 45% of employees have never discussed sustainable practices with their managers or supervisors. Similarly, a 2024 Kaizen Institute poll revealed that half of participating companies identified low employee engagement as the biggest barrier to meeting their sustainability objectives. These findings highlight a critical opportunity for comms managers to lead the charge in shaping behaviours that enable organisations to deliver on their sustainability commitments.  
So, what can be done? 

Moving the dial internally 
Comms acts as the crucial bridge between leadership’s vision and employee understanding. One of the first and most important steps in driving internal engagement is translating often complex or abstract sustainability goals into clear, accessible messaging.  
Strip it back to basics, consider what are the ‘who, what, when, where, and why’ of a particular initiative? How will it affect employees in their day-to-day roles? Why does it matter now? And importantly, what are the tangible benefits for individuals, for the business, and for the planet?  
Comms managers should also look to do what they do best and create employee connection with the organisations’ initiatives through relatable, emotion-led storytelling.  

This is all about showing the bigger picture – how the company’s sustainability actions ripple out to impact local communities and the wider world. Stories humanise strategy and make the vision real. Identifying and empowering internal advocates, those already passionate about sustainability, to share their journey early on can also help bring the message to life. Highlight their wins, showcase their impact, and create a sense of collective momentum. Early success stories, shared with consistency and authenticity, are powerful tools in embedding a lasting culture of sustainability. 
Crucially, also consider the channels you are using to spread the message and make sure these stories are heard. Internal communications strategies need to include a multitude of tools and formats – take into account how best to communicate across the business most effectively, from Slack and Teams to newsletters and spotlights at company Townhalls. Also survey receptive team members on what messages are making the most impact in changing their attitudes and encouraging behavioural change, and double-down on these. Alternatively, if vital messages are failing to resonate, consider what else could be done to bring them more creatively to life – consider internal podcasts and video, as well as guest speakers who can make the case for sustainability for you.  
 

What about outside the business? 
Net zero can’t be achieved in isolation, it demands customer buy-in, strong external partnerships, and coordinated action across the entire supply chain. Tackling Scope 3 emissions is particularly challenging given they fall outside an organisation’s direct control. Yet addressing them is increasingly critical. Regulations around carbon disclosure are cascading through supply chains, with the UK Net Zero Business Census revealing that 37% of SMEs and 55% of large organisations report customers having asked for their carbon data. 
For comms managers, this is familiar ground. The same principles used to build internal buy-in, such as clear messaging, strong storytelling, and human connection, can be applied externally. But the narrative needs a shift. This time, it’s about why reaching net zero matters for the entire supply chain, and how collaboration benefits everyone involved.

Think practically, ask how can your organisation support others on this journey? Supplier toolkits and clear guidance can go a long way in explaining initiatives and expectations. Partner with others to build a shared narrative and shine a light on success stories to inspire action across the chain. Not everything will go perfectly, so be open. Sharing what’s worked and what hasn’t helps foster trust, accountability, and momentum. 

While leadership sets the direction for net zero and establishing it as a clear business goal is crucial, turning that vision into reality is where the real work begins. Comms plays a key role as the bridge between big ideas and real-world action, both internally and externally. With net zero in the spotlight and growing political, economic and moral pressure on companies to act before it’s too late, comms can’t afford to sit on the sideline. When it comes to progressing your net zero journey, comms needs to lead and take charge. 
 
Need a quick checklist to help inspire and guide your comms? 
Communicate sustainability clearly and consistently 
•    Break down complex goals into simple, relatable messages 
•    Explain the ‘why, who, what, when, where and how’ behind sustainability objectives to inspire action 
•    Use accessible language and practical examples to demonstrate the benefits for employees, the business as a whole, and the planet 
 
Use storytelling and work with internal champions to drive engagement 
•    Develop and share emotion-led stories that humanise the strategy  
•    Highlight real employee experiences and show-off early wins that bring net zero to life 
•    Empower internal advocates to help build momentum and spread the word 
 
Extend communication beyond the business 
•    Rethink how the same storytelling and engagement techniques used internally are best put to use externally 
•    Collaborate with suppliers and partners to align on sustainability goals and how these are communicated to everyone in the supply chain 
•    Provide practical tools for partners and foster transparency to create a shared experience