When Your Actions Don't Back Up Your Messaging

Earlier this year, I attended the inaugural DC Climate Week. It was a promising event, hosting super-engaging conversations with sustainability leaders from diverse sectors. It was energizing to be in a space so committed to climate progress.

But one tiny detail disrupted my experience.

At nearly every session, speakers sat on stage sipping from single-use plastic water bottles. Even the networking hour(s) typically served snacks in plastic catering containers. I was pretty bummed out.

I sat in a session titled “Storytelling for Climate Impact.” Focusing on story principles like “show, don’t tell” and being “authentic” are key aspects of story-making for climate impact.

In this session, an audience member raised their hand and asked:

Ayyy Dios mío. This brave individual 😯! Even thinking about it, I still do this little face twitch, haha (nervous laugh). Because, man, you felt the awkward tension between the audience and the speakers.

It was an important observation.

If you're advocating for leading by example and focusing on authenticity to create systemic change, but your own actions contradict what you’re preaching, your message loses credibility.

It’s a perfect and painful example of what today’s topic is all about:
The authenticity gap between our stories and our actions. When that gap shows up on highly visible platforms like social media, you’re not just risking criticism. You’re risking credibility.

It isn’t just about what you say. It’s about how well it aligns with how you operate. That tension is precisely what today’s newsletter is about.

A recent study by researchers V. Yoganathan and M. De Angelis, published in the Journal of Business Research in 2024, explores what happens when brands use Instagram to share purpose-driven content, particularly around sustainability, climate action, and social issues.

The researchers analyzed posts from a real, highly regarded sustainability brand that regularly engages in environmental and social activism online. They wanted to understand how followers perceive authenticity and how those perceptions shift when a brand goes from product promotion to activism.

I read it, so you don’t have to. In short, here’s what they found:

This is what the authors call the “authenticity dilemma.”

You might earn admiration for your values, but you also raise expectations. And if your messaging feels disconnected from your behavior, backlash hits harder.

The experience at DC Climate Week reflected this exact dynamic. A thoughtful, meaningful event can still unintentionally invite criticism if small details contradict the core message. And on platforms like Instagram, those contradictions are amplified.

_{Yoganathan, V., & De Angelis, M. (2024). Sustainability, brand authenticity and Instagram messaging: An authenticity dilemma in purpose-driven brand activism. Journal of Business Research. https://www.sciencedirect.com/science/article/pii/S0148296324000511}

The problem isn’t that consumers don’t care about brand values. It’s that they care too much and they’re watching you closely, bud.

Sustainability messaging increases engagement and scrutiny.
The study found that climate-related posts triggered stronger emotional responses than general content. People felt more admiration, but also more frustration if they perceived a disconnect.

Even beloved brands aren’t exempt.
The brand analyzed was already seen as ethical and transparent. But even they were accused of performative activism when their messaging didn’t clearly connect to action.

Criticism can actually reinforce authenticity if you meet it well.
Not all negative feedback is harmful. Brands that responded transparently, acknowledged limitations, and pointed to specific actions gained more trust.

The takeaway isn’t to avoid sustainability messaging. If anything, it suggests approaching your messaging with clear intention and aligned action.

If you’re a founder, marketer or creative helping a mission-driven brand show up online, here are four steps to protect your integrity and amplify your message:

→ Step 1: Start internally, not in public spaces

Make sure your internal practices align with your messaging. Integrity starts behind the scenes before it’s broadcast online.

→ Step 2: Show, don’t tell

Don’t just state your values. Show how they live in your operations. Use real-world examples, workflows, or decisions that reflect your mission.

→ Step 3: Embrace imperfection publicly

Acknowledge where you’re still growing. Be specific. Audiences trust honesty over polished perfection.

→ Step 4: Use feedback as an opportunity

Respond to criticism with curiosity, clarity, and evidence of action. Show your audience that you’re listening and evolving.

And one more: avoid vague language. Words like “eco,” “sustainable,” or “conscious” need specifics.

What materials are you using? What did you change? What are you committing to?

When you take a stand, make sure you close the loop.

One key nuance from the study is that Instagram amplifies both trust and risk.

Because it’s a visual-first platform, users quickly pick up on even minor inconsistencies between imagery and message. A climate-forward caption next to an ultra-consumerist photo? That contradiction may not be intentional, but it’s felt.

The platform’s public, emotional, and fast-paced nature makes any misalignment vulnerable to critique. And that critique often plays out in comments, shares, and reposts.

You’re not just telling stories. You’re being watched for consistency.
So tell the truth. Tell the whole story. And tell it like it matters.

This study isn’t here to scare you off Instagram. It’s calling us into deeper alignment. The brands that will lead the next wave of conscious consumerism will be those that:

That’s why I’m still rooting for DC Climate Week. The work they’re doing is valuable. The conversations were meaningful. And the moment someone called out the plastic water bottles? That was a chance to grow.

We all have gaps. What matters is how we address them.

Instagram magnifies risk, yes. But it also magnifies opportunity.

The opportunity to model what integrity looks like, especially when it's tested. So post your values. Celebrate your impact. Own your inconsistencies.

And when someone calls you out, don’t flinch. Thank them. That’s not a threat; rather, it’s a chance to build deeper trust.

Here’s the DM I sent to DC Climate Week after the event.

They responded graciously, acknowledging the issue and committing to pass the feedback along. That’s how it’s done!! No defensiveness. Just dialogue and forward movement.

This is what we do. Brand messaging clarity audits and story-making strategies to implement in your content and PR efforts.