How do you communicate sustainability? While there is no exact recipe, there are definitely a few key ingredients: the right tone of voice, honesty paired with realism, and building a narrative ecosystem that demonstrates a brand’s ongoing commitment to sustainable practices. Fortunately, more and more companies are choosing to invest in sustainability. However, to amplify its value and impact, this investment, driven by a growing awareness of environmental issues and the demand from a more conscious market, must be communicated the right way. This is where Menta Rossa comes in. Over the past few years, we have successfully partnered with brands and institutions to design and deliver impactful sustainability communication campaigns.
How we use our key ingredients to build effective sustainability campaigns
Tone of Voice
Communicating effectively means openly explaining why you started your journey and, above all, how you are making it happen. Breaking away from corporate jargon and adopting an accessible language transforms sustainability from an abstract concept into a tangible, shared value for all stakeholders.
We put this into practice when designing the communication strategy for the Made Green in Italy Scheme. On behalf of the Scuola Superiore Sant’Anna, we developed a digital communication campaign to simplify highly technical concepts, encouraging consumers to make more conscious, eco-friendly choices. The Made Green in Italy Scheme was created to help consumers easily identify Italian products with high environmental quality, using a dedicated brand identity and the Product Environmental Footprint (PEF) methodology. How did we communicate it? Through a clean, two-dimensional, colorful, and highly engaging visual identity.
Building a narrative ecosystem
When we took over the marketing and communication for Domus Olea Toscana‘s e-commerce, we knew one thing for sure: we had to bring the brand’s soul to light by showcasing the premium quality of their raw materials, their deep connection to the land, and their commitment to sustainability. We succeeded in turning a simple “beauty product” into a value-driven choice for the consumer. By highlighting the brand’s consistency in adopting sustainable practices and supporting them with an ongoing, structured brand storytelling approach, we built a narrative ecosystem rooted in their core values. Above all, we successfully bridged beauty and sustainability, helping customers realize that choosing Domus Olea is an ethical choice, as much as an aesthetic one.
Honesty and realism
This is perhaps the most critical point: we must sometimes admit that immediate, 100% sustainability across every single area simply does not exist. Being honest means having the courage to show your limitations, the steps still to be taken, and the challenges ahead, which is the ultimate antidote to greenwashing.
When we joined forces as a partner in the Ve-Nature project, an initiative dedicated to researching and analyzing a sustainable marble supply chain, we knew we were tackling a highly sensitive topic. The key to our success? Sharing and educating on the results of the research journey in a precise, honest, and objective way to outline the actual state of the marble industry. How did we achieve this? By creating a custom visual identity and, most importantly, developing a clear, informative platform designed to report on the project’s progress with absolute transparency.
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