• by Ray Schultz , Columnist, October 16, 2023

TriplePundit, a platform that has reported on sustainability since 2005, is adding what it calls solutions journalism—that is, stories on how companies can attack the problem.  

It’s a worthy goal. And it should interest brands of all types.  

In publishing, advanced players are already trying to achieve sustainability. For instance, Conde  Nast aims to reach carbon neutrality by 2030. How? By “reducing our emissions and offsetting when reduction is not possible,” the company says. 

Publishers are also embracing sustainability in their coverage. Newsweek recently launched a dedicated section on its website called Better Planet in partnership with the automobile manufacturer Kia. And Triple Pundit writes in its announcement, "With this transition, TriplePundit joins more than 1,900 news organizations worldwide in providing our audiences with an alternative to the barrage of news coverage centered on problems with little guidance on what to do about them." 

Of course, it’s an open question as to whether readers and consumers care even slightly. 

A survey by GFK shows that 57% of consumers can not name a single brand promoting environmental values. Nor can 57% name a brand that highlights diversity.  

Lest you think younger folk are more engaged, 48% of Gen Z, presumably the most passionate of generations, are unable to name one brand making a difference in any way, according to GFK. And that rises to 54% among younger Gen Zers, those in the 18-to-21 age bracket.  

And a recent  study by PEW showed that the environment didn’t rank at all as a podcast topic: The top subject were politics and government, followed by entertainment, then comedy.  

However, TriplePundit’s own polling with 3BL found that over 65% of consumers read about sustainability, the environment or social well-being on a regular basis. And they want to see more.  

We suspect that’s the most accurate finding, and that people really are eager for how-to coverage on sustainability. Given the possible consequences, we all better be.