Ingrid Aasaaren, Partner and Senior Advisor and Senior Advisor and Daniel Dammann, Senior Advisor at Sustainability AS, outlined the challenges organizations face today, ranging from regulatory uncertainty and fast-changing expectations to conflicting compliance frameworks.

They emphasized that companies navigating these conditions successfully tend to share several key traits. These include a communication strategy that is consistent yet adaptable, a deep understanding of both external stakeholders and internal audiences (particularly employees), thorough risk analysis, a strong long-term perspective, and data-driven storytelling to substantiate sustainability claims.

Aasaaren also addressed organizational ownership of sustainability communication. While traditionally housed within communications or government affairs teams, this responsibility is increasingly shifting toward financial departments – driven by the growing influence of financial institutions and regulatory requirements tied to sustainable finance.

Both speakers urged participants to adopt a long-term, “infinite game” mindset in their approach to sustainability communications. Unlike a finite game—with clear players, rules, and outcomes—an infinite game recognizes that sustainability is an ongoing, dynamic process without a defined end. To remain credible and relevant, businesses must evolve continuously and embed sustainability into the core of their operations and messaging.