Mission Must Earn Its Place at the Table
William Faulkner taught writers to 'kill their darlings' — a way of saying use fewer words. For decades, sustainability professionals have developed a language of acronyms unintelligible to the rest of the business. To be fair, every field creates its own abbreviation jungle. Over time, brevity becomes exclusivity — slowly, then all at once. 2025 is the year to slow down the language around sustainability to a level that a tenth-grade student can understand. It is never easy to abandon one's native tongue, but winning acceptance across department borders requires speaking the common tongue of value creation. The advice is simple: Kill Your Acronyms — as soon as possible. If sustainability cannot explain itself in plain English to a CFO, a procurement lead, or a board member, it will continue to be sidelined as a specialized function rather than a business-wide imperative.
Sustainability's language of insiders must give way to the plain language of value creation if it is to cross departmental borders.
William Faulkner taught writers to 'kill their darlings' — a way of saying use fewer words. For decades, sustainability professionals have developed a language of acronyms unintelligible to the rest of the business. To be fair, every field creates its own abbreviation jungle. Over time, brevity becomes exclusivity — slowly, then all at once. 2025 is the year to slow down the language around sustainability to a level that a tenth-grade student can understand. It is never easy to abandon one's native tongue, but winning acceptance across department borders requires speaking the common tongue of value creation. The advice is simple: Kill Your Acronyms — as soon as possible. If sustainability cannot explain itself in plain English to a CFO, a procurement lead, or a board member, it will continue to be sidelined as a specialized function rather than a business-wide imperative.
Building systemic change through grievance alone will find fewer and fewer ears in 2025; leaders must shift to building better systems.
Grievance has been used as a marketing and political campaigning tactic for several years. There is absolutely nothing wrong with having a grievance about something unjust or broken. But something has changed. Markets shift. Leaders change. Attention mutates. Building an argument for systemic change on grievance alone will find less traction in 2025 than in previous years. Winning is about having the best argument to the right audience at the right time. 2025 is a show-not-tell year. Complaining about a lack of ethics or sustainability will find few ears. The focus this year must be on building better systems proven to save people, planet, and profits. In other words: Creation over Complaint. Leaders who come to the table with a problem and a solution — not just a problem — will be the ones who move the needle.
In a market saturated with AI hype and copycat strategies, an authentic point of view is the only way forward.
Most marketing teams spend the bulk of their time trying to be like someone else. This no longer works in 2025. If you are for everyone, you are for no one. There is a palpable desperation that comes from trying to fit in — audiences can sense it immediately. What the market seeks instead is authenticity. Whether it is a product, a LinkedIn profile, or a career in responsible sourcing, owning an authentic point of view is the only viable path forward. The same applies to AI: 2024 drove the two letters 'AI' through everyone's eyes and ears to the point of exhaustion. In 2025, leaders must move past the buzzword and demonstrate how AI — deployed with intention and integrity — actually delivers measurable supply chain results. Authenticity, clarity, and smart innovation are the keys to success this year. Talking about ethics and sustainability is no longer enough; leaders must show how these values directly boost profits and make a measurable real-world impact.
*not sales material disguised as 'resources.'
© 2026 FRDM.
