Overview

‘Decoding Sustainability’ by Burson sits at the intersection of sustainability and strategic communication. By combining media content analysis with search data, the report decodes how the language of sustainability – across media, brands and public discourse shapes perception and emotion while revealing the information people are actively seeking. Focusing on sustainability conversations in Australia, India and Singapore, the report equips communicators and corporate leaders with insights and tools to craft messages that resonate, build trust and drive meaningful engagement and impact.

Powered by Burson’s Proprietary AI Tools 

While traditional market research methods rely on a consumer’s response to a survey, this report, powered by Know Your Opportunity (KYO), a proprietary tool within Burson's Global Innovation Portfolio and Decipher, Burson’s cognitive AI platform, offers a more dynamic and nuanced view of how sustainability narratives resonate. By identifying whitespace and predicting both believability & virality, the report highlights storylines most likely to build trust and drive engagement. 

KYO’s advanced algorithms analyze online search behavior and cross-reference it with media narratives, uncovering insights into how consumers engage with topics. This unlocks timely, data-driven opportunities for brands to lead relevant conversations that traditional research might not have uncovered.  By aligning communication strategies with emerging trends and predictive narrative impact, KYO and Decipher empower companies to position themselves at the forefront of cultural relevance—precisely when it matters most. 

Shared Threads in Sustainability: Common Conversations Across Australia, India and Singapore

Australia, India and Singapore were selected to represent the diverse APAC sustainability landscape: Australia as a mature developed economy with strong environmental governance, India as a rapidly growing market balancing development with sustainability commitments and Singapore as an innovative city-state leading regional green policy implementation. These markets offer insights from different development stages, geographic sub-regions and regulatory approaches while facing distinct sustainability challenges. 

Despite these differences, the findings reveal a striking consistency in the core sustainability conversations across all three countries. 

Download the full report to uncover the findings.