Sustainability - What the market is really saying!
- Yellow Bunny
- Jun 23
- 2 min read
Updated: Jun 24
ESG becomes boardroom business
A 2024 KPMG survey of ASX100 companies found 97% report on sustainability, 90% recognise climate as financial risk, yet only 43% have acknowledged ASRS in their reporting.
Many are acting but few are declaring their commitment. The winners will be the ones who speak up.
62% of Gen. Z prefers sustainability
Young Australians aren’t just browsing, they’re voting with their wallets. Globally, 62% of Gen Z prefer sustainable brands, and 73% will pay more for them. Locally, trust is increasingly tied to transparency, not platitudes.
How storytelling makes a difference
As Australian regulation tightens, savvy brands are turning requirements into stories, using visual and human elements that bring data to life. Getty Images recently advised brands to use honest, optimistic narratives and authentic images that show real people behind the numbers.
Take Akubra: Their storytelling doesn’t just sell hats, it evokes Australian identity. They weave craftsmanship, resilience and connection to place into every communication.
What it looks like in practice
Video series that features staff in action can show how sustainable sourcing works, similar to best practice guidance from Softline Brand Partners softlinebrandpartners.com.
Infographics can simplify ESG data, engaging visuals help readers navigate annual carbon, waste or social impact reports thesustainableagency.comenviral.co.uk.
Feature stories can spotlight partnerships, like a retailer and local Aboriginal artists or a brewery investing in water‑saving tech. These stories build relatability and trust.
What to try this week
Grab a moment to make it real: A new solar installation, reducing waste, a carbon target milestone, an ESG report. Humanise it: Who made it happen? Why did it matter?
Visualise it: Create a simple graphic or short video story that highlights the scale and impact of a cahnge you are working on. Change the narrative to make it mean something: “Our new solar set up helps power 200 homes every year”.
Connect it: Tie your narrative to current trends, such as ASRS compliance, growing consumer expectations or global sustainability trends.
Let your story build: We’re not chasing perfection. We’re revealing progress. Frame it as part of a journey: “We’re proud of our start, and here’s what comes next...”
Why it matters
Regulations: Mandatory sustainability disclosures began in January of this year with independent assurance requirements to soon follow.
Market scrutiny: KPMG insight points to a deeper issue in how sustainability is being handled at a leadership and governance level. If leadership isn't owning the sustainability story and if the facts aren’t verified, then the story loses credibility. Smart, strategic storytelling starts with solid leadership buy-in and data that can stand up to scrutiny.
Consumer expectations: Australian shoppers are more purpose-driven than ever, remaining quiet in business risks making you invisible in a crowded space that needs to stand out more than ever right now.
Sustainability stories aren’t fluff. They’re business strategy. At Yellow Bunny we believe in turning what you do into stories that move hearts and minds, backed by credible data and honest visuals. Right now, your next move is clear:
Tell the story you are already living with purpose, transparency and a human touch.
Get in touch if you need a hand getting your story created and shared!