Thought leadership versus Greenwashing: How to get media attention

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today’s rapidly evolving world, businesses are increasingly aware of the importance of addressing climate change. However, as companies embark on their sustainability journeys, the fine line between thought leadership and greenwashing becomes ever more pronounced. Understanding how to effectively communicate genuine efforts without falling into the trap of superficiality is critical for securing meaningful media coverage and making a lasting impact.

We sat down with Pilita Clark, associate editor and business columnist at the Financial Times, to learn what captures a journalist’s attention when it comes to press releases and thought leadership reports. Here are our key takeaways.

The essence of thought leadership

Thought leadership is not just about having an opinion—it’s about being at the forefront of list of brazil cell phone numbers industry trends, offering unique insights, and starting conversations that matter. For media outlets like the Financial Times (FT), thought leadership is closely tied to a company’s ability to demonstrate financial acumen and relevance to current trends. For instance, the FT is particularly interested in companies that are not only engaged in climate-related activities but are also making or losing money as a result. Tesla’s profitability in the electric vehicle market is a prime example of a story that garners significant media attention.

However, merely stating the obvious or recycling well-known information is insufficient. As highlighted in a recent column based on a Deloitte report, the real value lies in presenting new, data-led insights. The report revealed that the share of employees in their 20s pushing their organisations to do more on climate change increased by six to eight percentage points between 2022 and 2024. This kind of fresh, quantitative data is what sets true thought leaders apart from the noise.