For those operating across all sustainability sectors of the energy industry, there’s a pressing challenge: 

How do we translate complex, technical information into accessible, engaging stories – without sacrificing accuracy or integrity? 

In the Middle East, where leading economies like the UAE, KSA, Qatar, and Oman are rapidly accelerating their sustainability agendas, this question is not just strategic; it cuts to the heart of the clean energy transition. From renewable energy breakthroughs and hydrogen strategies to ESG disclosures and climate diplomacy, the way we talk about the shift towards a greener future can actively help or hinder its arrival. 

At Acorn Strategy, we believe the answer is simple—but not easy. Sustainability communications must balance technical truth with human clarity. If people don’t understand it, they won’t trust it. And if they don’t trust it, they will never fully support it. 

The Middle East Is Talking AND Listening 

Across the region, public interest in sustainability is at an all-time high. Government-led efforts like the UAE’s Year of Sustainability, Saudi Green Initiative, Qatar National Environment and Climate Change Strategy, and Oman Vision 2040 are no longer policy documents, they’re becoming kitchen table conversations. 

📊 In the UAE, 67% of residents involved in the Year of Sustainability campaign reported taking tangible actions to reduce energy and water use. 

🔊 In Saudi Arabia, national campaigns around climate and energy now actively engage youth and civil society, signalling a shift from top-down messaging to participatory dialogue. 

🌍 In Qatar, public sentiment after COP27 and COP28 revealed a growing demand for authentic, locally relevant messaging that connects climate ambition with community wellbeing. 

But this increasing awareness also raises the stakes. Oversimplify your message, and you risk greenwashing. Overcomplicate it, and you alienate your audience. 

That’s where strategic storytelling becomes critical. 

The Jargon Trap vs. Oversimplification 

Technical integrity matters. As scrutiny around sustainability claims intensifies, messages must be built on verifiable data, credible sources, and real-world progress. 

But dense reports and acronyms like CCS, NDCs, or LCOE do little to inspire or inform a general audience who lack an insider’s grasp of the technical language and organisational structures involved.  

At the same time, overly vague language can backfire, as seen in FIFA’s 2022 World Cup “carbon neutral” claim, which was ruled “false and misleading” by Swiss regulators. Making the mistake of oversimplifying your data or overall progress is a surefire way to alienate your audience, particularly those of the younger generations: 

📊 75% of Gen Z globally believe companies are greenwashing their efforts (Capgemini, 2024). 

📊 88% of Gen Z in the US don’t trust ESG claims at all (McKinsey, 2022). 

📊 In the Middle East, two-thirds of Arab youths say they would boycott a brand that harms the environment (ASDA’A BCW, 2023). 

When it comes to sustainability communications, precision and transparency aren’t optional, they’re the open door to building trust.   

The Strategic Communications Sweet Spot 

To communicate effectively in this environment, brands must master the balance between credibility and clarity. We find that it works best to deliver: 

1. Clarity Without Compromise 

Simplify complex terms using analogies and accessible language without losing technical accuracy. 

E.g., Instead of “green hydrogen electrolysis,” try “creating hydrogen from water using clean electricity.” 

2. Proof Over Promises 

Real-time reporting, transparent ESG metrics, and published third-party audits matter. 

Audiences want easily understandable data, not long-winded declarations unsupported by the facts. 

3. Contextualised Content for Local Audiences 

Climate action must connect with people’s lives and values. 

In Oman and KSA, the focus may lean more heavily towards  energy independence and job creation; in the UAE, technological leadership and world-class innovation may resonate more readily. 

4. Human-Focused Storytelling 

Showcase engineers, communities, and youth activists. 

Turn abstract policy into lived experiences: e.g., a family saving money thanks to their rooftop solar installation, a student leads a climate hackathon and founds a breakout startup success. 

5. Bridge Technical & Comms Teams 

Internal misalignment is one of the leading causes of overclaiming or unclear messaging. 

With interdepartmental training and cooperation, backed by  comms audits, you can clarify your external messaging and prevent any chance of unintentional greenwashing. 

The Opportunity: Leading the Narrative, Authentically 

At Acorn Strategy, we help our clients strike the right balance. Our team translates highly technical content into meaningful stories, without compromising the science. 

We provide:  

🔄 Cross-functional messaging audits to align technical and communications teams.  

📈 ESG and sustainability reporting frameworks tailored for regional audiences.  

💬 Multilingual storytelling strategies that connect climate ambition to local values.  

🔹 Training in clear, engaging language, impact reporting, and speaking with a cultural tone-of-voice. 

As winners of the Best Energy Campaign at the 2024 Middle East PR Association Awards, we’ve demonstrated that ‘complex’ doesn’t have to mean ‘confusing’. 

In a region where public understanding of climate and energy is growing, but trust is still fragile, there is a critical role for communicators who can walk the line between science and storytelling. 

Final Word: Prove Your Promise 

This is not the time for vague vision statements. Nor is it the time to bury the public under data they can’t decode. 

This is the time to prove your promise – with credible, clear, and culturally attuned communication. 

Ready to lead the conversation? Let’s talk.