by Kelly Smith
Sustainability has evolved from a buzzword into a strategic priority across the commercial real estate industry. From high-efficiency retrofits to zero-waste initiatives, organizations are investing significant time and resources into environmental action.
Doing the work, it seems, is only half the battle. Communicating it clearly, credibly, and convincingly poses its own set of challenges.
We recently spoke with experts in three fields — social media, public relations, and commercial real estate — to find out what well-executed sustainability messaging looks like for those CRE companies looking to build trust, support leasing, and strengthen their brand.
Maddie Thompson
Founder, MAD Social Agency
NOBODY WANTS TO SEE ‘SALESY’ POSTS, you go on socials to decompress, not to get pitched.
KEEP IT HUMAN
Maddie Thompson, founder of MAD Social Agency, says the key to effective content is putting people first: Real team members, real stories, and real reasons to care.
“Nobody wants to see ‘salesy’ posts,” she says. “You go on socials to decompress, not to get pitched.” In addition, people use social platforms to feel inspired, connect with stories, and learn something new, says Thompson.
She maintains that if your message feels generic or overly polished, it’s probably getting scrolled past. “Every second post is an ad now,” Thompson says, adding that our brains are trained to ignore anything that feels like an ad, particularly highly polished, corporate-style content. “People don’t even see them anymore.”
The content that lands, she says, “is the kind that sounds like a person, not a press release. If your messaging doesn’t speak to why someone should care, it’s just noise.”
Thompson encourages companies to keep asking “why” and dig deeper into the motivations behind sustainability messaging. “Saving energy isn’t the hook. Why save energy? Maybe to save money. Why save money? Maybe to put your kid through university. That’s the story.” Thompson has seen firsthand how emotional storytelling can drive impact, pointing to a recent client — an environmental technology company — whose campaign was focused on nutrient capture. The goal was to reach both policymakers and the public with a message about phosphorus pollution in Manitoba’s lakes. Rather than focusing on the science or technical process, Thompson and her team produced videos that leaned into storytelling and highlighted what’s at stake for everyday people, communities, and the environment.
“We used short videos with emotional hooks—things like ‘What’s the cost of doing nothing?’ to start conversations around water safety and community health,” she says. “It wasn’t flashy, just real and relatable. And the engagement proved it worked.”
According to Thompson’s team, the campaign led to high video retention, increased website traffic, and meaningful engagement in the comments, especially on posts that emphasized potential loss. By tying sustainability efforts directly to public outcomes like algae blooms, drinking water safety, and the long-term health of local ecosystems, the content moved beyond education; it became a ‘call to care.’
Hazel Sutton
Vice President of National Sustainability & ESG for JLL
Showcasing REAL-WORLD CASE STUDIES with verified data is far more persuasive than aspirational statements.
MAKE IT MEANINGFUL
While emotional storytelling is key to connecting on social platforms, Hazel Sutton emphasizes the importance of aligning that messaging with audience- specific priorities and measurable outcomes.
For Sutton, the Vice President of National Sustainability & ESG for JLL, effective sustainability messaging starts with speaking your audience’s language. “Abstract environmental messaging rarely drives change. Showing people exactly how sustainability addresses their specific priorities does,” she says.
According to Sutton, that means the same initiative may need to be communicated differently depending on the audience.
“When we speak to our clients, the building owners, it’s about ensuring that we are delivering solutions that provide good operational savings and a relatively quick ROI, while simultaneously delivering on their sustainability objectives,” Sutton explains. “For property teams, it’s about operational savings and the ability to reduce the common area maintenance costs while also improving the tenant’s experience.
“For tenants, it’s about providing them with a place where they feel welcome, where their well-being is emphasized, and where their participation in sustainability programs is valued.”
By framing sustainability through what each stakeholder values — whether that be comfort, cost savings, or carbon impact — the message becomes more than feel-good marketing. It becomes a business strategy.
Sutton also emphasizes the value of specificity. “I’ve found that showcasing real-world case studies with verified data is far more persuasive than aspirational statements,” she says. “People respond to concrete examples they can relate to their own situations.”
She notes that sustainability at JLL has transitioned from a siloed function to a fully integrated part of property operations. Initiatives are designed to support tenant wellness, reduce operational costs, and deliver measurable returns on investment.
Nicole Harris
Founder & CEO Solv Communications
Bottom line: SHOW HOW YOUR PROJECT TACKLES REAL CHALLENGES and sets a strong example for the industry.
WHAT THE MEDIA LOOKS FOR
Nicole Harris, Founder & CEO of Solv Communications, knows what makes a sustainability story land, and it’s not buzzwords. “Journalists want more than buzzwords. They’re after real impact,” she says.
For companies hoping their sustainability work might be recognized in local media, understanding what journalists actually look for is key. At the top of that list are measurable results, and industry-leading third-party certifications like BOMA BEST® or LEED. “Bottom line: Show how your project tackles real challenges and sets a strong example for the industry,” Harris says.
She believes that case studies showing real progress over an extended period are invaluable. “Media are especially drawn to stories backed by real data, especially those that show progress over time or exceed industry norms.”
“The most successful campaigns are transparent, backed by data, and aligned with the company’s broader mission,” she adds. “They communicate progress and include voices from both leadership and technical experts.”
On the flip side, campaigns that fall flat often rely on vague buzzwords, lack proof, or feel disconnected from the company’s actual operations. “Phrases like ‘game-changing,’ ‘green revolution,’ and ‘eco-friendly’ have lost impact unless backed by real details,” Harris says.
Instead, organizations should focus on consistency and substance. “It’s all about being consistent and transparent while sharing your story honestly over time, not just when it’s convenient,” she explains. That includes talking openly about both wins and challenges and making sustainability part of a company’s everyday narrative.
CREDIBILITY IN CONSISTENCY
All three experts agree: Sustainability messaging only works when it reflects something real. It cannot be treated as a seasonal campaign or a checkbox on a firm’s content calendar. In fact, if sustainability only makes the occasional appearance, it will almost certainly be viewed as a gimmick.
When ESG messaging shows up consistently, however, it signals something stronger: Long-term commitment. And that’s what earns trust – and can help a company stand out -in a highly competitive industry.
“Authenticity builds brand trust and a solid reputation,” says Harris. “And that’s what lasts.”