What Makes a Green Message ‘Media Friendly’?: Think less ‘technical’, more ‘TikTok’

The science behind your impact is complex.

But the way you communicate can’t be.

Attention spans are short.

Audiences scroll fast.

And if your message sounds like a carbon audit, it won’t land.
📊 In the UK, only 25% of people say they understand the term “green”, and less than half trust claims unless they’re independently verified

⚠️ Which means jargon-heavy, technical claims aren’t just boring - they’re risky.

A media-friendly sustainability message is:
✅ Simple - so consumers can get it in 3 seconds
✅ Visual - so it cuts through in feeds
✅ Substantiated - so regulators and investors see the proof behind the claim
✅ Shareable - so it spreads beyond your own channels

At Earthmark, we help brands structure their data so it can move fluently across contexts - from board reports to product pages to TikTok.

Because the brands that win aren’t the ones with the best science in the small print.
They’re the ones who can translate it into signals that stick.

👉 If your climate message doesn’t land in feeds, it won’t land in minds.