Why Wales’ net zero future depends on better communication

2026 is a big year for Wales

With less than 100 days to go until the Senedd election, we are approaching a political moment that could shape our future in ways we haven’t seen before.

As we wait for manifestos to emerge, one area we’re watching particularly closely is environmental policy.

Why? Because over half of our clients operate in this space - and as a Welsh agency, we see sustainability as shared responsibility.

Wales’ sustainability landscape

Wales has world leading legislation and targets. We were the first to introduce the Well-being of Future Generations Act, which we are proud to be supporting in driving its implementation at scale and pace, and we continue to position ourselves as a leading hub for renewable energy. Just this week, our client Net Zero Industry Wales announced a new Investment Prospectus for Wales unlocking £20bn of investment for clean energy projects across the country.

What’s more, we are also seeing organisations take bold and innovative approaches to governance. The National Infrastructure Commission for Wales’ introduction of a Nature Guardian into its operations is a powerful signal of the importance of giving Nature a seat at the decision-making table.

And yet, despite this ambition and innovation, there remains a gap between intent and impact.

The gap between sustainability policy and action in Wales

Wales is a nation of positive disruptors, willing to test new ideas and lead where others follow. But the next phase of our sustainability journey will depend on how effectively ambition is translated into action.

This is where communications, storytelling and behaviour change play a critical role - not as an afterthought, but as an enabler.

Why communications are critical to delivering net zero in Wales

When sustainability is communicated well, it helps people understand not just what needs to change, but why - and, crucially, what their role is within that change.

In an election year, this challenge intensifies. Organisations working in the environmental space are navigating shifting political narratives and increased public interest - while still needing to maintain momentum on long-term goals.

Clear, credible communications help organisations:

• Track and respond to sentiment in real time

• Build trust across diverse stakeholders

• Cut through complexity without oversimplifying

• Keep sustainability conversations constructive

In practice, that means using the right channels in the right way - whether that’s thought leadership on LinkedIn to influence decision-makers, clear and accessible media narratives to build public understanding, or joined-up campaign moments that align policy, people and purpose.

Collaboration across sectors

We consistently see the greatest impact when organisations work together across sectors - particularly in a devolved context like Wales. Moments such as Wales Climate Week demonstrate the power of bringing voices together, aligning messages and creating shared understanding around complex issues.

But collaboration only works when organisations are confident in their purpose, their message and their credibility.

Credibility starts at home

For us, that means holding ourselves to the same standards we encourage with others. As we grow, embedding environmental responsibility into our own operations matters. Maintaining our ISO14001 certification and continuing to reduce our emissions is part of that commitment, while ensuring our environmental management is structured and measurable.

Because closing the gap between intent and impact in Wales won’t be achieved by policy alone. It will be shaped by the stories we tell, the behaviours we influence, and how willing we are to work together to deliver lasting change.

Written by Maisie Wallace, Account Director