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The world of sustainability moves quickly. What was newsworthy a few years ago might be seen as the bare minimum today.
To help PRs get it right, we recently hosted a special series of Roxhill events exploring how sustainability is landing in the media now across food and drink, beauty and wellness, and fashion.
One message was clear, no matter the sector: progress matters more than perfection. Companies mustn’t be afraid of radical transparency – journalists know that we don’t live in a utopia, and they understand the difficulties you face.
What they’re actively seeking is a hopeful sustainability story with human interest that will inspire their readers and connect to their everyday lives.
With that in mind, we’ve pulled out the top takeaways from our conversations with journalists and editors to help you pitch eco-focused stories, avoid greenwashing, and contribute to the conversation.
Food and drink
Wondering how to pitch sustainability stories in food and drink? Here are the key takeaways from our conversation with Claire Finney (Freelance Food & Drink Writer for The Telegraph, The Times, The Guardian and more) and Molly Codyre (Deputy Editor, Foodism).
- Let us hear from the people on the ground. Journalists want to connect with the farmers, distillers and makers whose hands touch the product, not a CEO or Head of Marketing.
- Package up a trend. It’s tough to write about a single brand – show how your client fits into the bigger picture.
- People-led stories resonate. Editors want to hear more stories about employee retention and culture. If staff stay, it means you have cultivated a good working environment, a better sense of team and company identity. It means people are more invested in their jobs.
- Experiences beat press releases. Farm visits, factory tours, and trips to meet makers are always welcome. Anything that the journalist can see for themselves will help turn abstract claims into something tangible, like translating someone’s morning granola to a real field in Somerset, for example.
- Beware of buzzwords. Terms like zero waste, farm-to-table and regenerative farming sound like spin – where’s the evidence?
- Progress is newsworthy. Readers want to know the current state of play – they’re more understanding than you think.
- Smart partnerships work. Collaborations will land if they’re authentic and values-driven.
- Show the detail. Whether it’s sourcing meat closer to home or using waste to make spirits, specifics matter.
- Think about why the reader should care. Does your way of farming mean there are more nutrients in the food? Does regenerative farming mean fewer toxins in ingredients?
Beauty and wellness
Key takeaways from our conversation with Lisa Oxenham, Freelance Beauty Journalist, formerly Beauty and Style Director at Marie Claire on how to pitch sustainability stories in beauty and wellness.
- Efficacy first, sustainability second. Products must work and inspire before their eco credentials can shine, so don’t be too preachy.
- Transparency builds trust. Share data on water, carbon, ingredients, production, and packaging. Don’t wait to be flawless – journalists value honesty about steps taken.
- Certifications help (but don’t forget good storytelling). It’s great to know about accreditations, but it’s still the narrative that really counts.
- Put your people front and centre in press trips. Introduce journalists to your founders, growers, makers and partners.
- Partner with trusted voices. For smaller brands struggling to break through, using experts and ambassadors will build consumer confidence.
- Closed-loop packaging is the new standard. This is when packaging is sent back to the company and repurposed. Simple recyclability isn’t newsworthy.
- Wellbeing is the next story. Linking sustainability to mental or emotional wellbeing is a rising trend. It’s all about brands having heart.
Fashion
Key takeaways from our conversation with Megan Doyle, Freelance Fashion Journalist for Business of Fashion, Vogue on how to pitch sustainability stories in fashion.
- Tokenism is out. One-off eco capsule collections or hastily adding a resale platform feels temporary and insincere.
- Permanent change is in. Long-term transformations such as reducing polyester, lowering volumes or moving to organic cotton show real commitment. Even if you’re not all the way there yet, strategic plans are more compelling than vague claims.
- Accreditations are a shortcut to trust. Mentioning traceability platforms, third parties and accreditations reinforce accountability when pitching to journalists. However, they won’t be a story in themselves.
- Tailor the story to the outlet. Trade publications will scrutinise sustainability claims, while consumer titles need digestible, light storytelling.
- Find the balance. There’s a fine line between too little detail (greenwashing) and too much detail (irrelevant for the consumer).
- Don’t pitch surveys. Consumers are not always honest about their behaviour and sample size is often too small.
- Small brands with small budgets can still stand out. The key is in founder-led storytelling on social media. Platforms like Lone Design Club or Wolf & Badger are worth looking into.
- Fashion, wellness and sustainability are becoming interlinked. People are more aware of the health aspect of wearing toxic synthetic materials and chemicals reaching the bloodstream.
Sustainability storytelling is about leading with honesty, progress and people. The opportunity for PRs is huge: by unearthing human stories, sharing good news, and showing how brands are a force for good, you can grab the attention of journalists and have an emotional impact on the audiences they reach.
Roxhill's exclusive events
As a Roxhill client, you'll get access to our in-person and online events with top journalists, so you can start building rewarding media connections.
Roxhill's exclusive events
As a Roxhill client, you'll get access to our in-person and online events with top journalists so you can start building rewarding connections.
