At the AmCham Sustainable Growth Committee meeting on June 11, 2025, the focus was on how companies can move beyond simply planning for sustainability to communicating it with authenticity and impact. Under the theme “Sustainability. Everyone Talks It. Who Actually Does It?”, the discussion centered on turning bold words into meaningful actions—without falling into the traps of greenwashing, overstatement, or vague promises. 

Guest speakers Benjamin Hrkić (bold.group) and Mihaela Hafner (IKEA Slovenia) emphasized that sustainability is not just a communications strategy but a fundamental part of a company’s culture. IKEA brings it to life through employee engagement, clear goals, and tangible initiatives like the “Second Life” program. Benjamin Hrkić reminded us that companies should not treat people as “targets” but build relationships – through honest, verifiable, and responsible storytelling. 

Participants took away five key steps for effective sustainability communication: 

1. Discover your “why” 
2. Listen to your community 
3. Take one bold step 
4. Involve your team 
5. Tell your story – without embellishment 

Today, sustainability communication has become a crucial tool for managing risks and building trust. Companies that can tell their story sincerely and thoughtfully stand out – not only as responsible players but as true leaders of change.