We hate to break it to you, but you’re probably making a big mistake in writing sustainability pitches.

For most lifestyle journalists, pitching a story angle — rather than a product, place or thing that exists — is critical to getting a response to your email.

If you’re trying to reach a Gen Z audience, reportedly the most socially conscious generation yet,  you better get smart about communicating your client’s brand values and how they’re giving back to the planet, if they’re doing so.

This month on Pitchcraft, we held a live workshop with two top-tier journalists, Lauren Mowery, J.D., D.W.S. and Maki Yazawa, to discuss how to pitch sustainability-related topics in a relevant, appropriate way.

Putting this together, I came across great diversification in sustainability coverage. For example, The Cool Down sends out weekly newsletters about cool brands helping the world.

Washington Post has an Instagram editor dedicated to its @postclimate account. Elite Traveler. weaves a sustainability thread through all of its luxury travel content.

Journalist Jonny Bierman pivoted his sustainability writing into a marketing company. YouTube creators like Shelby Orme are using the platform to tackle internet consumerism.

TikTok personalities like @relauren are doing expert interviews like journalists, and some are also appearing on national TV segments.

It’s clear that sustainability is a mainstream topic in 2024.

But should we even be using the “s” word in pitches anymore? The word itself feels greenwashed, our panelists agreed.

In a Vogue Business piece published in April, writer Rachel Cernansky said it made no sense for their publication to cover Earth Day anymore. “No brand is doing enough to warrant a celebration for its impact on the planet,” she wrote.

So what should you use in sustainability pitches instead?

In your pitch, tell journalists exactly what your client is doing to help the planet, and be sure to fact check any data you’re including, especially if it’s coming directly from your client.

“Credibility and accountability are huge for us,” said Maki, a food writer for Well+Good. Using the word “sustainability” in your subject line is OK for brevity’s sake, if you must — but avoid writing it again in the body of your pitch, explaining what the specific story and action are here instead.

“Using [the word sustainability] is a yellow flag, and we’ll take your claims into careful consideration,” says Lauren, who’s about to launch Azure Road — a culinary, travel and lifestyle publication for conscientious consumers.

This goes as far as vetting credentials of experts and checking into studies regarding sample sizes and funding sources, among other things.

The same applies for words like “regenerative” or “biodynamic.”

They’re are also becoming overused, says Lauren. When she sees these, “I push back and say ‘Why? How are they leaving the planet better?’”

For Azure Road, Lauren will publish pieces ranging from lighter roundups of the best ecofriendly furniture companies and gift guides, to heavier topics like the sushi economy.

Not every sustainability story has to be serious, so don’t overthink it; just think of a different way to say it.