Radical Transparency: Sustainability Communications in 2026
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Is sustainability losing steam, or is it just getting smarter?
In this Earth Month episode of Good Marketing with Stephanie, sustainability author, consultant, and speaker John Pabon joins the show to cut through the noise around sustainability communications and make the case for why radical transparency is the only strategy that actually works.
John has worked with the United Nations, McKinsey, A.C. Nielsen, and BSR—the world's largest sustainability-focused business network—and his new book, Strategic Sustainability: A Pragmatic Blueprint for Responsible Business, is out now globally and in North America at the end of April 2026.
In this episode, we cover:
The outdated communications tactics you need to ditch (sadvertising, greenwashing, and more)
What "radical transparency" really means and why it's the only way forward
Green hushing: why companies are going silent and why that's dangerous
How to identify your stakeholder groups and why it matters
Real-world examples of sustainability communications done right
Why the companies ignoring sustainability today are already falling behind
Connect with John:
TikTok: @johnapabon
Connect with Stephanie:
linkedin.com/in/stephanieapryor/
Show Notes:
Get the book! Strategic Sustainability: A Pragmatic Blueprint for Responsible Business