In the greenwashing era, credibility is not a “nice-to-have”; it is a survival strategy. Across the Middle East’s energy sector, public expectations have shifted dramatically. From Generation Z’s demand for tangible proof to regulators’ increasing scrutiny, vague sustainability claims are now more damaging than silence. The message from stakeholders is clear: do not tell us what you aim to do, show us what you have already achieved.
The Trust Gap is Real and Growing
Recent studies highlight the scale of the challenge: 88% of American Generation Z say they do not trust ESG claims at all1. In the UAE and Saudi Arabia, more than 60% of social media users have expressed distrust towards brands alleged of superficial green marketing2. Globally, greenwashing accusations appear in one in five brand crises3. This is no longer a fringe concern; it is a mainstream reputational risk.
The root problem is that too many organisations still rely on glossy narratives, abstract targets, and photo-ready “sustainability days” instead of consistent, verifiable proof. In today’s hyper-connected digital world, stakeholders have both the tools and the will to fact-check every claim.
From Promises to Proof: Building Measurable Narratives
To navigate this new reality, energy brands must shift from aspirational marketing to evidence-led storytelling. That means aligning every communication with measurable, independently verifiable action. The most effective strategies we see in the region consistently combine:
Clarity without compromise: Simplify technical concepts without diluting their meaning. For example, instead of “green hydrogen electrolysis”, say “creating hydrogen from water using clean electricity”.
Real-time proof points: Replace annual ESG updates with interactive dashboards, monthly progress reports, or live project trackers. Show the CO₂ reductions, water savings, or households powered, and update them regularly.
Contextualised, culturally tuned messaging: Align sustainability progress with national visions such as Saudi Vision 2030 or the UAE Energy Strategy 2050. Localised imagery and bilingual content make claims relatable.
Visual storytelling rooted in truth: Use visuals to make complex concepts clear, but ground them in verifiable data. For example, a time-lapse of mangrove restoration backed by biodiversity metrics is more credible than a stock image of a forest.
Human-focused stories: Put people at the center of the message. Whether it is an engineer innovating hydrogen technology or a community benefiting from solar power, authentic stories create emotional connections that statistics alone cannot.
Why This Matters Now
The stakes in the Middle East are particularly high. The region’s energy ambitions, from Saudi Arabia’s NEOM to the UAE’s nuclear and hydrogen projects, are under global scrutiny. With both domestic and international audiences demanding transparency, the risk of perception gaps is amplified by the speed of digital discourse. A misstep in sustainability communications can erode trust not only in a single project but in a nation’s broader climate reputation.
At the same time, this scrutiny is an opportunity. Companies that back every claim with evidence can set the benchmark for global best practice, positioning themselves as leaders in both innovation and integrity.
The Call to Action
Energy brands must stop treating communications as an afterthought to sustainability strategy – it is part of the strategy. Every platform, from LinkedIn thought leadership to TikTok explainers, should act as a “credibility engine” that proves progress in ways that resonate with specific audiences.
In the greenwashing era, there is no room for fluff. To build lasting trust, your narrative must be as measurable as your engineering milestones. In short: stop promising and start proving.
by Kate Midttun, Founder & CEO, Acorn Strategy