The Future of Tech and Sustainability: How PR Professionals Are Shaping the Conversation

Lisa Wlodyka
Mar 26
4 min read

As technology evolves at an unprecedented pace, its role in sustainability is becoming increasingly complex. While innovations in artificial intelligence (AI), blockchain, and fintech offer powerful solutions for environmental, social, and governance (ESG) initiatives, they also introduce new challenges.

At a recent CIPR event that Banjo Communications attended on the intersection of technology and sustainability, experts explored key trends, opportunities, and obstacles. A central theme emerged: PR professionals play a critical role in shaping the sustainability narrative, ensuring that emerging technologies are both understood and effectively communicated.

Technology as an Enabler for Sustainability

One of the key takeaways from the event was the idea that technology is a crucial tool for measuring, tracking, and improving sustainability efforts. The principle that “you cannot improve what you cannot measure” underpins the value of technology in ESG initiatives. Emerging technologies such as blockchain and artificial intelligence (AI) offer promising solutions for transparency, data accuracy, and accountability. Examples include:

Blockchain for Transparency: Blockchain technology enables supply chain transparency and provides a reliable solution for issues like double accounting in carbon markets. The ability to create immutable records ensures that companies can track sustainability claims with confidence.

AI for Data Analysis: AI plays a significant role in assessing ESG impacts, analysing large datasets to identify areas for improvement and predict future sustainability trends.

Fintech for Financial Inclusion: In the financial sector, fintech companies are using technology to promote social impact by addressing financial inequality, providing digital literacy tools, and facilitating access to banking services for underserved populations.

Startups Driving Sustainability Innovation: Many startups are leading the way in sustainability by developing new tech-driven solutions to reduce emissions, improve resource efficiency, and promote ethical business practices. From AI-powered carbon tracking to blockchain-enabled supply chain verification, startups are proving that sustainability and innovation go hand-in-hand.

Challenges of Emerging Technologies

While technology has vast potential, it is not without its drawbacks. Emerging technologies often face scrutiny due to their environmental impact and ethical concerns.

Blockchain’s Carbon Footprint: Despite its benefits, blockchain is notorious for its high energy consumption, raising concerns about its own sustainability. The sector is still in its early days and requires more research and development to minimise its footprint.

The Tech Industry’s Emissions: Technology companies, including giants like Microsoft and Google, are grappling with their own environmental impact. The tech sector accounts for approximately 2 - 7% of global emissions, making it imperative for these companies to adopt greener solutions.

Regulatory Backlash and Policy Changes: Sustainability and diversity, equity, and inclusion (DEI) policies have faced political and regulatory pushback in some regions, particularly in the UK and the US. However, historical trends suggest that progress in these areas is cyclical, with setbacks followed by renewed efforts.

The Role of Communication in Sustainability

A critical challenge in sustainability initiatives is effective communication. PR and marketing professionals play a pivotal role in shaping the sustainability narrative, ensuring that complex issues are translated into clear and actionable messages for various stakeholders.

Avoiding Greenwashing: Transparency and honesty are key when communicating sustainability efforts. Companies must report on both their successes and limitations to build credibility and trust.

Creating a Common Language: Different stakeholders, including regulators, investors, and consumers, often have varying definitions of sustainability. Establishing a shared vocabulary through playbooks and standardized frameworks is essential for meaningful conversations.

Leveraging Social Media and Case Studies: Social media amplifies sustainability messages by allowing real people to share their stories and experiences. Case studies showcasing real-world impact can be more powerful than corporate statements in building trust.

Startups Leading Sustainability Communication: Emerging tech brands and startups are particularly adept at using digital platforms to communicate their sustainability initiatives. Their agility allows them to engage audiences with compelling storytelling, real-time impact tracking, and transparent reporting that larger corporations often struggle with.

The Investment Perspective: Sustainability and Financial Returns

One of the biggest challenges in sustainability adoption is aligning it with investor expectations. While short-term financial gains often drive investment decisions, sustainability advocates argue for a long-term perspective.

Investor Mindset Shift: Forward-thinking investors recognise that long-term sustainability strategies lead to stronger, more resilient businesses.

Data-Driven Decision Making: High-quality sustainability data allows investors to assess both environmental performance and financial returns, ensuring that companies are held accountable for their commitments.

Funding for Sustainability Startups: There is a growing pool of investment focused on sustainability-driven startups, with funding mechanisms such as sustainability-linked bonds, green venture capital, and B Corp-focused funding rounds supporting businesses that embed ESG principles into their core strategy.

Final Thoughts: The Future of Tech in Sustainability

Despite the challenges, there is significant optimism surrounding the role of technology in driving sustainability progress. The rise of Gen Z, who prioritise sustainability and actively call out greenwashing, suggests that sustainability expectations will only become stronger. Additionally, regulatory frameworks like the EU’s Markets in Crypto-Assets (MiCA) regulation are pushing industries toward greater accountability.

The net-zero sector is growing at three times the pace of the overall economy, reinforcing the idea that doing good is also good for business. As the landscape continues to evolve, companies, investors, startups, and communicators must work together to ensure that technology is harnessed as a force for positive change.

If you would like help communicating the role of technology on sustainability please contact lisa@thisisbanjo.com

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