This episode was sparked by a recent chat I had with Helen Neal from HN Communications. We covered loads of ground around sustainability and transparency, but one theme really stood out to me – and that was humility in brand communication.
It got me thinking: in the built environment, we’re often working on big, complex, long-term change. That makes messaging tricky because let’s face it, not everything’s sorted. And there is a lot of focus on what happens when something is complete, and little focus on progress over perfection.
So, what if we took a leaf out of the consumer brand playbook? I thought it would be interesting if we looked at how brands like Patagonia or Tony’s Chocolonely talk about progress and imperfection, and applied that to how we communicate about our own sustainability efforts?
So, let’s dive in!
Full Transcript (unedited)
What Does ‘Humility’ Mean in This Context?
When I say “humility,” I don’t mean apologising or playing small.
I mean being open and honest about where you’re at—the wins and the work in progress.
In the built environment, where projects take years and involve layers of stakeholders, it’s easy to want to wait until everything is fully formed before saying anything. But people don’t just want the polished story—they want the real one.
That’s where humility comes in. And here’s the thing: staying silent isn’t the safer option. If things aren’t going well and your audience hears nothing, it leaves space for assumptions, mistrust, or worse—irrelevance. Silence can feel like avoidance. But openness, even about challenges, builds credibility.
What Consumer Brands Are Doing Right – 4–5 min
Let’s look at how some well-known consumer brands are leaning into this approach:
- Patagonia is known for their sustainability leadership, but they’re also very transparent about ongoing challenges. They publish detailed impact data, and they’re not afraid to say, “Here’s what we’re still working on.”
- Tony’s Chocolonely built their brand around tackling modern slavery in the chocolate industry—and they lead with honesty. Their tagline? “We’re not there yet.” It builds trust, not doubt.
- The Co-op in the UK takes a similar approach. They openly share both their sustainability successes and the areas where they’re falling short.
These brands show that humility isn’t a weakness—it’s a trust-building strategy.
Why This Matters for Built Environment Firms – 4–5 min
So why does this matter for architects, engineers, developers, and consultancies?
Because the sector is under more scrutiny than ever—from carbon reporting to social value—and the reality is, no one has all the answers yet.
Being honest about that shows leadership.
It signals “We’re learning. We’re listening. We’re committed to doing better.”
And crucially, it gives permission to engage more openly—with clients, communities, and regulators.
And again: silence isn’t safer. Choosing not to say anything when a project stalls or targets are missed often causes more reputational damage than being upfront. Transparency—done thoughtfully—is what keeps people with you.
Checklist: Applying Humility to Your Comms – 5 min
Here’s a quick checklist to bring more humility into your sustainability messaging:
- Share real progress—not just aspirations
- Be transparent about what’s not solved yet
- Use clear, human language—ditch the jargon
- Invite input and collaboration—don’t broadcast, engage
- Highlight learning as part of your story
- Back up your claims with evidence or third-party verification
- Say something—even when it’s hard. A simple, honest update beats silence
- And remember—humility is a long game, not a campaign moment
And finally no humble bragging – this is seen as insincere and untrustworthy by many* and could lead to further mistrust in your brand or project.
[Closing Thoughts – 2 min]
So, here’s the takeaway: if you want to build trust and credibility in sustainability messaging, don’t wait for perfect. Share where you’re at—openly, honestly, and with humility.
And don’t fall into the trap of thinking silence will protect your brand. Real connection comes from real communication.
Thanks for listening—and shoutout again to Helen Neal for the spark of inspiration on this one.
See you next time.