Thought leadership versus Greenwashing: How to get media attention

In today’s rapidly evolving world, businesses are increasingly aware of the importance of addressing climate change. However, as companies embark on their sustainability journeys, the fine line between thought leadership and greenwashing becomes ever more pronounced. Understanding how to effectively communicate genuine efforts without falling into the trap of superficiality is critical for securing meaningful media coverage and making a lasting impact. 

We sat down with Pilita Clark, associate editor and business columnist at the Financial Times, to learn what captures a journalist’s attention when it comes to press releases and thought leadership reports. Here are our key takeaways.

The essence of thought leadership

Thought leadership is not just about having an opinion—it’s about being at the forefront of industry trends, offering unique insights, and starting conversations that matter. For media outlets like the Financial Times (FT), thought leadership is closely tied to a company’s ability to demonstrate financial acumen and relevance to current trends. For instance, the FT is particularly interested in companies that are not only engaged in climate-related activities but are also making or losing money as a result. Tesla’s profitability in the electric vehicle market is a prime example of a story that garners significant media attention.

However, merely stating the obvious or recycling well-known information is insufficient. As highlighted in a recent column based on a Deloitte report, the real value lies in presenting new, data-led insights. The report revealed that the share of employees in their 20s pushing their organisations to do more on climate change increased by six to eight percentage points between 2022 and 2024. This kind of fresh, quantitative data is what sets true thought leaders apart from the noise.

The perils of greenwashing

Greenwashing, on the other hand, is the practice of making exaggerated or false claims about a company’s environmental efforts. It’s a pitfall that can severely damage a brand’s reputation, especially in today’s environment where consumers and regulators are increasingly sceptical. The Advertising Standards Authority in the UK, for example, banned environmental ads from airlines like Etihad and Lufthansa, reflecting the growing scrutiny companies face when making environmental claims.

To avoid greenwashing, companies need to be transparent, honest, and bold in their communications. As discussed, even organisations with a strong legal department can afford to be braver and more upfront about their sustainability challenges and achievements. It’s not just about presenting a polished image but about genuinely contributing to the discourse on climate action.

Securing media coverage: What works

Securing media coverage for thought leadership requires more than just issuing press releases. It involves providing compelling narratives backed by solid data. Media organisations are interested in stories that offer a new perspective or reveal emerging trends. For example, the FT closely monitors companies and countries struggling to meet their net-zero targets, as this reflects a broader trend in the global effort to combat climate change.

Furthermore, it’s essential to understand that the media’s role is to inform and enlighten the public. In the context of climate change, this means helping people discern what is true and what is not. As the level of knowledge among reporters and editors has skyrocketed in recent years, companies must be prepared to face rigorous scrutiny. It’s no longer enough to make vague commitments—businesses need to demonstrate a clear understanding of the technical, political, and economic challenges involved in decarbonisation.

Watch the full session – A sustainable story: How to avoid the green backlash and make a positive impact – including more practical insight from our campaign strategists and industry leaders on demand here.

Four tips for making it count

Effectively bringing thought leadership to life involves a few key strategies:

1. Data-driven insights: As mentioned, data is crucial. Companies need to back up their claims with robust research and statistics that provide new insights into climate-related issues.
2. Transparency and boldness: Being honest about the challenges and complexities of achieving sustainability goals can build trust with both the media and the public. Boldness in communication, without crossing into greenwashing, is essential.
3. Understanding media interests: Aligning with what the media is interested in—such as financial performance, trends, and the real impact of climate initiatives—can help secure more significant coverage. Media outlets are looking for stories that resonate with their audience and provide meaningful, actionable information.
4. Collaborative storytelling: Companies should work collaboratively with reporters, offering them the context and information needed to tell a complete story. As the distinction between specialised climate reporters and general business reporters blurs, it’s important to ensure that all aspects of a company’s climate efforts are communicated clearly and accurately.

The bottom line

Navigating the fine line between thought leadership and greenwashing is more challenging than ever in today’s complex media landscape. Companies must approach their sustainability communications with a clear strategy, grounded in data and transparency, to effectively engage with the media and the public. By doing so, they can not only avoid the pitfalls of greenwashing but also establish themselves as true leaders in the fight against climate change. As the pressures of climate change continue to mount, those who can offer genuine insights and solutions will be the ones to make a lasting impact.

Pilita Clark is an associate editor and business columnist at the FT where she writes on corporate life and climate change. Formerly the FT’s environment correspondent, her writing has won awards in the US and Asia and in 2019 she was named Environment Journalist of the Year for the third year in a row at the British Press Awards. Before joining the FT, she was a Washington correspondent for Australian newspapers and a Nieman Fellow at Harvard University.

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