What does a sustainability copywriter actually do?

A sustainability copywriter translates complex environmental and technical data into engaging, high-impact copy and content. From navigating strict anti-greenwashing laws to writing accurate and compelling white papers, thought leadership articles, website blogs, and ESG reports, they ensure your “green” message resonates with the right people.

 
Matthew Devitt environmental writer

After almost ten years working as The EcoWriter, here’s my breakdown of what a sustainability copywriter does, the types of companies and agencies we work with – and how you might benefit from hiring one.

 

First off: What’s the difference between a copywriter and a content writer?

While “copywriter” has become a pretty ubiquitous term for anyone who writes copy (for obvious reasons), it’s generally used to describe both a copywriter and a content writer.

While these two roles have many similarities, they also produce different types of content for different purposes.

Here’s a quick breakdown of the two:

Sustainability copywriter Sustainability content writer
Primary goal Inspire direct action through persuasion Educate & inform to build long-term trust
Typical content length Short-form copy Long-form content
Common deliverables Emails, landing pages, taglines, social media posts Articles, blogs, white papers, sustainability & ESG reports
Core strength Converting existing traffic Driving organic traffic
Impact timeline Typially short-term Typically long-term
SEO expertise Good SEO knowledge, but more focused on messaging and conversions Advanced knowledge of SEO and organic search

As you may imagine, there can be a lot of overlap between these two roles, such as when writing the text for a website. Often, a business thinks it needs a copywriter when it actually needs a content writer, and vice versa.

As The EcoWriter, I wear both of these hats, although I lean more toward the content writer side of things.

To keep this article simple, I’m going to use “copywriter” to describe both roles.

Beyond the buzzwords: How a sustainability copywriter creates value

Writing is a highly diverse profession, and each writer has their own unique skills, background, and areas of interest. While some adopt a generalized “jack-of-all-trades” approach, a sustainability copywriter is dedicated to one specific goal: helping companies help the planet.

This involves a lot more than throwing around meaningless buzzwords like “green” and “eco-friendly.” It’s also not about making something sound sustainable when it clearly isn’t.

Sustainability copywriting is the art of translating complex technical details, engineering data, environmental considerations, and climate policy into compelling business language.

It’s often a two-stage process: First, we have to make sure the reader understands; then, we have to make sure they care.

A skilled sustainability writer can help your business refine its messaging, identify and enhance its value proposition, showcase your products or services, and build stronger connections with your target audience.

Navigating the compliance minefield (and avoiding greenwashing)

As someone who’s dedicated their entire career to helping the environment, I’m glad to see the days of shameless greenwashing finally coming to an end.

Around the world, regulatory bodies are clamping down hard on companies making false or misleading sustainability claims. For example, the EU’s official greenwashing ban is now in full effect, which means corporations exaggerating their environmental credentials will face steep fines – up to 4% of their annual turnover – not to mention damage to their corporate image and consumer reputation.

In simple terms: If you can’t prove it, don’t say it.

This is where working with an experienced sustainability copywriter is a distinct advantage. They can provide the objectivity and focus you need to avoid making misleading or unverifiable claims, even if it’s by accident.

In my work as The EcoWriter, I spend a lot of time asking questions. Do you have more specifics about this? Can we verify this claim? Do you have data that can make this more convincing?

This evidence-based approach not only helps you avoid compliance violations; it also makes your messaging clearer and more persuasive. And with so much of the marketing world contaminated by generic language and AI slop, a fact-based approach is vital to cutting through the noise.

Bridging the gap between engineers and executives

In many ways, a sustainability copywriter is a kind of translator – not of languages, but of ideas.

For example, many cleantech companies (especially startups) have a terrific product, service, or solution, but they struggle to effectively convey its functions or benefits. Too often, the message gets bogged down in engineering terms, technical jargon, and unnecessary details that fail to attract the right people.

This is where I come in. I’ve got ten years of renewable energy experience and almost another ten as a dedicated sustainability and renewable energy copywriter.

I work with companies worldwide to create compelling website copy, sales brochures, blog articles, video scripts, sustainability and ESG reports, and much more.

For example, I can sit down with an engineer or product manager, discuss the technical data, and convert it into a polished, high-level white paper or sales brochure that C-suite executives will actually read.

Similarly, I can work closely with an eco-focused brand or manufacturer – ranging from footwear to home building materials – and craft persuasive B2C content that strikes the right chord with environmentally conscious consumers.

The human nuance: Why AI fails in cleantech and ESG writing

As I recently covered in a popular blog post, I don’t use AI in any of my copywriting work. The TL;DR is that there are a multitude of reasons why, from its unconscionable energy and water consumption to its global IP theft (including the wholesale destruction of physical books) and its insidious effects on communities worldwide.

But even putting all of that to one side, generative AI fails at high-stakes sustainability writing because, all too often, it simply isn’t good enough.

It frequently hallucinates information, refers to outdated (or even completely made-up) statistics, openly contradicts itself, and lacks the human nuance and experience needed to resonate with real people.

 

“In a time when everything feels artificial, there’s nothing more powerful than authenticity.”

 

Working with a skilled copywriter, you can leverage a wealth of human knowledge and expertise to ensure your message resonates with the right readers and stakeholders. We can also help you stay focused on your core objectives, back up any specific claims, and perform employee interviews to glean valuable insights and that help shape your narrative.

The types of content a sustainability writer can deliver

As The EcoWriter, I work with a broad range of businesses, companies, startups, and agencies in the areas of renewable energy, cleantech, sustainability, and the environment.

These are often “green” companies like solar, wind, battery, and heat network developers, or sustainably focused manufacturers or brands.

But many of my customers are also in more general industries – such as healthcare, transport, mining, or pharmaceuticals – and want to showcase their environmental initiatives and progress.

The most common types of B2B and B2C content I create are:

For a wider selection of my work, check out my sustainability and cleantech copywriting portfolio.

Want to boost the effectiveness and accuracy of your marketing?

A sustainability copywriter is an expert who understands your industry’s unique nuances and the needs of your customers. They can identify your strongest value proposition, refine your messaging, and deliver a host of additional insights that provide ongoing value to your business.

In a time when everything feels artificial, there’s nothing more powerful than authenticity. And by working with a skilled environmental copywriter, you can more effectively showcase your green innovations – and start rewarding conversations with the right people.

Let’s develop an authentic, greenwashing-free message for your brand.
Whether you need more transparent corporate ESG reporting, technically accurate white papers, thought leadership content, or engaging web copy, work with me to maximize your environmental impact.

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