SAY MORE WITH LESS: WHY MINIMAL MESSAGING DRIVES IMPACT

This is the age of excess. Not just of stuff, but of information, messaging, digital noise. Everyone wants attention — louder headlines, bolder claims, and faster content. But the thing is, you can only shout so much — after a while, it stops working. And if you’re someone who is building a brand, message or campaign on deep connection, community, and vision for something better than what we have now, that kind of “look at me” communication doesn’t even reflect what you believe.

So why join the chaos?

I’ve always tried to be a woman of few words. Maybe not in the traditional sense — if you catch me on some niche topic I happen to be interested in that given moment, I’ll talk for hours. (Seaweed and carbon sequestration, anyone?!) But if we’re talking written word, I’ll always say less is more. Not just because everything is loud these days, but most of the time, you just don’t NEED the descriptives. Cut the flowery language.

Stripped-back, honest communication is refreshing. And if your audience values intention, transparency, and meaning over marketing hype, you could say it’s essential.

So how do you say more by saying less? And why does this minimalist approach work in the regenerative, slow, and climate-conscious space?

1. HYPE? NO-ONE CARES.

People who care about the planet are also, quite frankly, tired of hearing brands wax lyrical. Tired of greenwashing. Tired of performative language.

If your audience is already navigating the emotional weight of the climate crisis, they aren’t exactly craving a hard sell. What they’re looking for, at the risk of using ChatGPT’s favourite word, is clarity.

Minimal messaging respects the reader’s intelligence. No shouting, no spin, no endless buzzwords. And ideally, no mention. of “striving”. Just say What you’re doing.

It’s that simple.

2. INTENT > CHAOS

Minimal messaging **≠ minimal personality. Actually, it very often results in the opposite. People know who you are, and what you’re about, without having to wade through the likes of “…ethically sourced, environmentally responsible, handcrafted, low-impact, artisan product is designed to elevate your sustainable lifestyle…”.

That’s the kind of shit that makes you get lost in the noise.

Space is powerful. Trust your reader to fill in the gaps. To interpret what you’re saying, and add their own emotion. It’ll bring them closer.

3. NO LOVE-BOMBING

It’s easy to assume more communication = more connection. Let’s think about this in a romantic sense for a sec. You’ve just started seeing someone new. They seem great. They’re saying all the right things. All is well. And then they start texting constantly. Like, ALL THE TIME. And emails, too.

You feel smothered. You want to escape. No matter how great the person might be.

Business isn’t so different. Well-placed pauses, white space, and silence can speak louder than any slogan. It draws people in, and lets them invest a little.

Just keep it consistent though. In work + love.

Slow brands, coastal retreats, regenerative food producers, ocean conservation campaigns — these aren’t loud industries. The impact lies in presence, not overperformance. And the way you speak should reflect what you do.

4. JUST SAY THE THING

When you strip everything back, what’s left is the core of the message — the part that actually builds trust.

In sustainability communication, trust is everything. Audiences are savvy. They’ll look up your supply chain. They’ll ask where your materials came from. They’ll notice when your values don’t line up with your tone.

Clear, simple, direct messaging says:

We know who we are. We know what matters. And we aren’t here to waste your time.

This isn’t about jumping on some minimalist trend. It’s about making space for the good things. Connection. Emotion. The kind that moves people from awareness to action.

Here’s the thing: you have 2 choices. Either spend your time shouting about all the things you want to do. Or you just do them. one is performance, one is purpose. And when you follow your purpose, your people will find you. It’s almost like they can feel it.

NEED HELP REFINING YOUR BRAND’S TONE-OF-VOICE?

Maybe we could look at that together. When you’re ready, get in touch here.