July 27, 2026
Today’s chemical manufacturers are navigating increasingly complex public conversations around PFAS, microplastics, remediation projects, emissions and other environmental issues. When residents hear terms like “cleanup” or “contamination,” they typically aren’t evaluating scientific studies or regulatory thresholds. Instead, they are hearing something potentially scary and wondering: “Is my family safe? Can I trust what I’m being told? Will this affect the future of my community?”
Companies that have invested in long-term relationships with local communities are generally better positioned to explain complex issues, acknowledge uncertainty where it exists and respond credibly to difficult questions. Those without that foundation often find themselves trying to build trust at the exact moment it is being tested.
After decades of helping industrial organizations navigate challenging community conversations, we’ve found a few best practices consistently make the difference:
1. Build relationships before you need them.
One of the biggest mistakes organizations make is waiting until a challenging issue emerges before engaging with their community. By the time media coverage begins or a public meeting is scheduled, many residents have already formed their opinions, which puts companies on the back foot as they try to unravel preconceptions that may be rooted in inaccurate information. Organizations that show up in their communities long before controversy arises begin those conversations from a position of credibility rather than skepticism. From sponsoring youth sports leagues to funding critical public services (like ambulances) to getting actively involved in annual festivals, a company’s visible and consistent actions help instill greater trust so that if – or when – a hiccup arises, the community is more likely to hear them out.
2. Listen and learn.
Formal and informal listening efforts go a long way in ensuring communities feel respected and enable your company to more fully understand peoples’ concerns and address rumblings before they escalate. This should be a constant priority. Community advisory panels, resident surveys and meetings with local leaders are all ways companies can keep a pulse on their neighbors’ perspectives while also keeping them updated on the way you are operating with the community in mind.
3. Lead with people’s questions.
In situations of heightened scrutiny, scientific data alone will not drive a productive conversation with communities. Whether the topic is PFAS, groundwater remediation or product safety, people are often processing the information emotionally before they process it technically. Your messaging needs to first acknowledge their concerns before launching into explanations. In addition to the feedback you hear through community listening mechanisms, new AI-enabled innovations can help you test messages with simulated stakeholder panels that closely resemble your community, helping to refine how you engage to be as successful as possible.
4. Demonstrate transparency.
Amid an active issue, you may not have all the answers, but that doesn’t mean questions will wait until you are ready. Demonstrate transparency by sharing what you know now, acknowledging what you don’t know yet and explaining what you are doing next. Companies should also provide regular updates, even when there isn’t major news to report, and explain why any setbacks occur. Those that openly communicate challenges often earn more credibility than those that appear reluctant to discuss them.
Environmental issues like PFAS, remediation and emerging contaminants are likely to gain even more attention in the years ahead. As scrutiny continues to grow, the companies that can best weather the storm will be those that make community trust a strategic priority, investing in relationships long before difficult conversations arise and addressing those topics transparently when they do occur. By investing in meaningful community engagement, companies will be better positioned to navigate environmental challenges, maintain their license to operate and earn the credibility needed to grow for decades to come.
Looking to strengthen relationships with your stakeholders? We’d love to explore opportunities with you. Email me to start a conversation.
