The Role of Sustainability PR in Shaping Consumer Behavior: A Look at Unilever and Tesla

Sustainability is no longer just a buzzword but an essential element of business strategy in the 21st century. In 2025, the world is grappling with the climate crisis, and businesses are under greater scrutiny than ever before. As a result, sustainability has become a focal point of corporate communication, with brands scrambling to demonstrate their commitment to environmental, social, and governance (ESG) principles. Successful sustainability PR can shape consumer behavior, build brand loyalty, and differentiate a company in a crowded market.

However, the question remains: How can brands effectively communicate their sustainability efforts without falling into the trap of greenwashing? In this op-ed, we’ll examine how Unilever and Tesla have mastered the art of sustainability PR, using their platforms to create impactful, authentic campaigns that resonate with consumers and drive measurable results.

1. Unilever: A Commitment to Sustainability at Scale

Unilever, one of the world’s largest consumer goods companies, is a prime example of how sustainability can be integrated into both business strategy and PR efforts. With a portfolio of brands that includes Dove, Ben & Jerry’s, and Hellmann’s, Unilever has taken a leading role in promoting sustainability across various sectors.

Unilever’s sustainability PR [https://www.5wpr.com/practice/sustainability-pr-agency.cfm] efforts have been fundamental in helping the company achieve its ambitious environmental goals. Its Sustainable Living Plan, launched in 2010, set out a vision for reducing the company’s environmental impact while improving social outcomes. This commitment to sustainability has permeated Unilever’s PR strategies, helping it connect with consumers who increasingly value sustainability in the products they buy.

Key Campaigns and Strategies

1. The Dove “Real Beauty” Campaign One of Unilever’s most successful sustainability PR efforts has been the Dove “Real Beauty” campaign, which first launched in 2004. The campaign, which promotes body positivity and challenges conventional beauty standards, has become synonymous with the Dove brand.

Dove’s sustainability PR efforts go beyond promoting body confidence; they are also about challenging traditional beauty ideals, which are often harmful to consumers, especially young girls. Through partnerships with influencers and advocacy groups, Dove has built a strong narrative about the importance of real beauty and self-esteem, showing that the company is committed to social sustainability as well.

Dove’s success in PR is a result of its consistency in advocating for positive change. The company has successfully positioned itself as a force for good, and this has helped it foster a loyal customer base.

2. Ben & Jerry’s Commitment to Climate Justice Another example of Unilever’s sustainability PR is Ben & Jerry’s. The ice cream brand has long been a vocal advocate for climate justice, and its PR campaigns focus on both the environmental impact of production and the social consequences of climate change.

Ben & Jerry’s works closely with advocacy groups to support progressive environmental policies, and it often uses its platform to promote causes related to sustainability. The brand has also committed to using sustainable ingredients, including Fairtrade-certified cocoa and vanilla, further solidifying its dedication to both social and environmental sustainability.

Ben & Jerry’s uses humor and activism in its PR campaigns to drive home serious messages about climate change, social justice, and environmental degradation. This authenticity has resonated strongly with younger generations, making Ben & Jerry’s one of the leading examples of how to align sustainability and social activism through effective PR.

Results and Impact

Unilever’s sustainability efforts have paid off in both tangible and intangible ways. The company has achieved significant reductions in carbon emissions, waste, and water usage, demonstrating that sustainability and profitability are not mutually exclusive. The company’s PR strategies have helped strengthen its position as a leader in the ESG space, with Unilever consistently ranking as one of the most sustainable companies in the world.

Unilever’s commitment to transparency and sustainability has enabled it to maintain consumer trust, a critical element of its long-term success. In 2025, Unilever continues to be a key player in shaping consumer expectations around sustainability, proving that a strong PR campaign can influence behavior and build lasting brand equity.

2. Tesla: Leading the Charge in Clean Energy and Electric Vehicles

Tesla, the electric vehicle (EV) giant founded by Elon Musk, is a textbook example of how PR and sustainability can work together to create a powerful brand. Tesla’s mission to accelerate the world’s transition to sustainable energy is not just a tagline—it’s at the core of the company’s business model, and this message is embedded in every aspect of its marketing and public relations strategy.

Tesla’s sustainability PR efforts have helped transform the brand from a niche EV manufacturer into one of the most valuable and recognizable companies in the world. With a focus on clean energy, electric cars, and renewable technologies, Tesla has aligned its PR messaging with its broader mission to combat climate change.

Key Campaigns and Strategies

1. The “Zero Emissions” Message Tesla’s PR campaigns have always emphasized the environmental benefits of its electric vehicles. The company’s “Zero Emissions” messaging positions Tesla as a leader in the fight against climate change, offering consumers a practical way to reduce their carbon footprint. Tesla has used its marketing to highlight the environmental benefits of electric cars, particularly in comparison to traditional gasoline-powered vehicles.

Through social media, press releases, and CEO Elon Musk’s public statements, Tesla’s PR strategy has consistently emphasized the need for sustainable transportation. This has helped the company capture the attention of environmentally conscious consumers who want to reduce their personal impact on the planet.

2. The Gigafactory and Renewable Energy Initiatives Tesla’s PR also focuses heavily on its innovations in renewable energy. The company’s Gigafactory, which produces batteries for electric vehicles and energy storage systems, has been central to its narrative of transitioning to clean energy. Tesla has used media coverage of its Gigafactory and other renewable energy projects to position itself as an essential part of the clean energy ecosystem.

Through media interviews, documentaries, and social media updates, Tesla has promoted its vision of a sustainable energy future. The company has also partnered with governments and environmental organizations to advance policies that support the growth of renewable energy infrastructure.

Results and Impact

Tesla’s PR strategy has made the company a household name in the electric vehicle and renewable energy industries. It has successfully redefined the car industry, pushing other automakers to invest heavily in electric vehicles. Tesla’s PR efforts have helped it garner a dedicated following, with many customers viewing the company’s products not just as cars but as a symbol of a sustainable future.

In 2025, Tesla remains a leader in both the electric vehicle market and the clean energy sector. Its success in building a brand that is synonymous with sustainability demonstrates the power of effective PR in shaping consumer behavior and creating a lasting impact on society.

Conclusion: The Future of Sustainability PR

Both Unilever and Tesla provide strong examples of how companies can leverage sustainability PR to drive consumer behavior, enhance brand reputation, and contribute to solving global challenges like climate change. Their PR efforts are a reflection of their broader commitment to sustainability, and these companies have proven that when sustainability is authentic, well-executed, and aligned with a company’s core values, it can become a powerful tool for brand success.

As sustainability becomes an even more pressing issue, the future of PR in this space will continue to evolve. Companies that truly embrace sustainability and communicate their efforts transparently will have a competitive edge, while those that engage in greenwashing will face increasing scrutiny. The lessons learned from Unilever and Tesla show that sustainable business practices, when coupled with powerful PR campaigns, can drive both profitability and positive social change.