Online sustainability copywriting for Sainsbury’s

How Chris Alden helped bring sustainability stories to life on the Sainsbury’s corporate website, in a project for editorial specialists Content Consulting

Chris Alden, freelance copywriter

Writing engagingly about sustainability can be a challenge in corporate comms.

Yes, key performance indicators (KPIs) matter – but so do authentic stories about how you and your
people are working to put values at the heart of your business.

So when Chris Alden was commissioned to write a series of case studies and news articles for the Sainsbury’s corporate website, he worked hard to bring sustainability stories to life.

Working with Rebecca Dowman from Content Consulting, Chris
wrote and edited more than a dozen case studies on topics ranging from literacy to animal welfare to saving water .

Content that’s easy to read

A key part of bringing a story to life is to make sure it’s easy to read. So before submitting copy, Chris ran an internal check to ensure the copy scored well on the Flesch Reading Ease scale.

This meant using short words and short sentences where possible – helping Sainsbury’s to use language in a clear, straightforward way that reflects the retailer’s brand.

Producing the goods

In a large content project, sometimes the writer needs to get involved with content production as well as writing.
So Chris didn’t only write headings and body copy, but also chose the relevant pull-out figures and pull-out quotes – and in some cases the images – that helped bring Sainsbury’s sustainability stories to life.

Contact Chris

• Do you need help with a sustainability copywriting project? Contact Chris Alden, a copywriter who creates clear, engaging copy for both technical and non-technical readers.

To work with Chris, please call 01273 906 222 or email

Next Work

Sainsbury's shop front