Today, I’m joined by Helen Neal, founder of the multi-award-winning HN Communications and a leader in sustainability communications. Named Professional of the Year at the PRCA Dare Awards 2024 and invited to speak at COP16 in Riyadh, Helen is redefining how businesses integrate sustainability into their strategies.
With a background spanning politics, corporate leadership, and communications, Helen built HN Communications to help companies navigate sustainability messaging with authenticity and impact. She believes that sustainability and profitability must go hand in hand—a vision that has made her a sought-after voice in the field.
Whether you’re a business leader, a communicator, or just someone passionate about a greener future, this conversation is packed with insights you won’t want to miss. Also check out our myth buster!
Let’s dive in!
Links in this episode:
How are your sustainability comms?
Are you unintentionally greenwashing?
Take the quiz!: https://hncomms-sustainability.scoreapp.com/
Follow Helen: https://www.linkedin.com/in/helen-neal-02261129/
Follow HN Communications:
https://www.linkedin.com/company/hn-communications/
Full Transcript (Edited)
Emma Drake:
Helen, thanks so much for coming on the podcast today. It’s fantastic to have you here. Why don’t you start by telling us a little more about yourself, how you got into sustainability communications, and why you started HN Communications?
Helen Neal:
Sure! Thank you for having me. I run a business called HN Communications, and we’re actually celebrating our eighth anniversary this month.
I started the business after spending 16–17 years working in corporate government relations, policy, and campaigning—working with big brands like Virgin Atlantic and Nissan. A lot of my work was in the sustainability space, particularly around net zero and carbon reduction, but after having children, I struggled with the corporate world. At that time, there wasn’t as much flexibility in the workplace, and I found myself asking: If I’m going to work this hard, does it truly mean something to me?
So, I left and started freelancing. I was fortunate that some of my former employers brought me back as a consultant. Then, post-COVID, things really took off, and the business grew quickly. We now operate globally, working with corporate clients and NGOs to help them communicate sustainability with confidence and credibility. Over time, we’ve become specialists in the field, and my passion is helping organizations talk about sustainability while building the right partnerships to accelerate real action.
Emma Drake:
That’s an amazing journey, Helen! I love that you took a tough personal experience and turned it into something that’s now making a huge impact. And you’ve built a flexible business model too, which I think is really important.
We talked about this when we first met—how COVID changed the way businesses think about transparency and communication. Do you think the pandemic made companies more open to talking about sustainability?
Helen Neal:
Yes, absolutely! During COVID, businesses had to be more human—whether it was adapting to flexible work, supporting employees, or communicating with more honesty and empathy. It forced many companies to reevaluate their values, and sustainability became a bigger focus.
Of course, now we’re at an interesting crossroads. Some companies, particularly in the U.S., are pulling back on sustainability efforts due to political pressures. But globally, most businesses remain fully committed—they see sustainability as essential to long-term success rather than just a “nice-to-have.”
Emma Drake:
That’s a good point—sustainability isn’t just about what sounds good; it has to make business sense too.
That brings me to a key question: What are the biggest challenges businesses face when communicating about sustainability?
Helen Neal:
The biggest challenge is fear—businesses are worried about getting it wrong. Sustainability is complex, and companies don’t want to be accused of greenwashing. Some are even choosing greenhushing, where they stay silent out of fear.
At the same time, many companies are making huge investments in sustainability—switching to net zero targets, decarbonizing supply chains, investing in renewable energy. But if they don’t communicate that effectively, they’re missing out on brand value, credibility, and trust.
Our role is to give businesses confidence—helping them navigate sustainability messaging authentically, so they can share their progress while avoiding pitfalls.
Emma Drake:
Yes! And I think that’s where communications professionals play a key role—we’re here to ask the tough questions, challenge vague claims, and ensure everything is backed by evidence.
For companies listening to this and thinking, Okay, we need to do better, what are some practical steps they can take?
Helen Neal:
Great question! Here are three quick wins:
- Involve your sustainability team from the start. Don’t wait until the last minute to “green” a campaign—bring in your sustainability experts early to make sure messaging aligns with real impact.
- Only communicate sustainability efforts when you have tangible proof. Avoid vague promises and focus on real actions and outcomes.
- Be honest about challenges. Transparency builds trust. If something didn’t go as planned, talk about what you learned and how you’re improving.
Emma Drake:
That’s such a helpful framework! And I love your point about being honest—people respect businesses that say, We’re not perfect, but we’re working on it.
Now, let’s have some fun and bust some common myths in sustainability communications!
MYTH BUSTING: SUSTAINABILITY COMMS
Emma Drake: Greenhushing is safer than greenwashing. If we don’t talk about sustainability, we won’t get accused of greenwashing!
Helen Neal: No! Silence doesn’t protect you. If a company is taking sustainability seriously but not communicating it, they’re missing opportunities to build credibility. Worse, they risk being called out later for a lack of transparency.
Emma Drake: Sustainability comms should only highlight the positives. Talking about failures will damage our reputation!
Helen Neal: That’s a common mistake. Traditional marketing focuses on the best possible brand image, but sustainability comms must be different. Businesses should share their successes and their challenges. Audiences value honesty, and acknowledging where there’s room for improvement builds credibility.
Emma Drake: Only big corporations need to worry about greenwashing.
Helen Neal: Not true. While big brands face more public scrutiny, smaller businesses aren’t off the hook. Many SMEs supply larger corporations, and those big companies are now auditing their supply chains for sustainability compliance. If an SME can’t prove its credentials, it could lose business opportunities.
Emma Drake: If we have a sustainability department, we’re covered.
Helen Neal: Definitely not! Sustainability must be embedded across the entire business, from finance and HR to supply chain management. Some companies are even linking executive bonuses to sustainability goals to drive accountability.
Emma Drake: Sustainability comms is just marketing.
Helen Neal: Sustainability comms is much more than marketing. While marketing plays a role, effective sustainability comms requires input from sustainability teams, leadership, and external partners. It’s about education, transparency, and real change—not just selling a product.
FINAL TAKEAWAYS
Emma Drake: Helen, this has been amazing! Before we wrap up, what are three key takeaways for companies looking to improve their sustainability communications?
Helen Neal:
- Communicate only when you have real, tangible impact to share.
- Prioritize progress over perfection—be honest about where you’re at.
- Seek partnerships and external validation—don’t do this alone!
Bonus: Check out our Sustainability Communications Quiz! It’s a quick way to assess where you stand and how you can improve.
Emma Drake:
Brilliant! I’ll link to the quiz in the show notes. Helen, thank you so much for joining me today—it’s been such an insightful conversation.
Helen Neal:
Thank you for having me! I’ve loved it.
Emma Drake:
Bye for now!