More and more, heavy-equipment and construction firms are asking how to market their sustainability work. The irony is that many of these organizations are already doing impressive, measurable things—but their efforts often go unnoticed because the story isn’t told clearly or consistently.

Whether you’re in industrials or another B2B sector, the fundamentals are the same. Here’s a simple framework to make your sustainability story visible and credible.

Define the Purpose

Every campaign needs a North Star. We always begin by aligning leadership around a clear purpose statement—something that articulates what the campaign is meant to accomplish and how it connects to the business.

For example: “The purpose of this initiative is to position our organization as a leader in sustainability by showcasing the projects and practices that have made a measurable environmental impact. We will do this through a three-month LinkedIn campaign, highlighting projects, thought leadership, and case studies.”

The act of writing and refining the statement is as valuable as the statement itself—it forces alignment, surfaces issues, and clarifies intent.

Focus the Approach

In campaigns like this, less is more. Rather than scattering messages across multiple channels, pick one or two channels and layer the content so each piece builds on the last.

For one client, we structured a LinkedIn campaign in four parts:

1. Project spotlights highlighting sustainability outcomes.

2. Bite-sized posts sharing practical insights.

3. Downloadable case studies offering depth.

4. A dedicated sustainability section added to the website.

The lesson: keep the scope narrow but consistent, and make each piece reinforce the others.

Create Ownable Design Elements

Consistency builds recognition. We recommend creating a design system with visual cues that tie all sustainability communications together—colors, layouts, and even a simple icon. When applied across posts, downloads, and web pages, these elements make the story feel cohesive and credible.

By creating a design direction our client could later expand upon, we gave them an ownable opportunity.  In this particular case, we also created a visual signifier— an icon—the client could use on all marketing assets related to sustainability.

Stick to the Schedule

A campaign isn’t a single post—it’s a sustained effort. Decide on a cadence you can realistically deliver, and commit to it. Weekly posts, monthly case studies, quarterly updates—whatever the rhythm, consistency is what builds trust.

The Takeaway

Telling your sustainability story is less about producing flashy content and more about creating a repeatable, credible system. Define your purpose, focus your approach, build a recognizable design language, and deliver consistently. Because your sustainability campaign needs to be sustainable.