1284 Communications has been featured in the University of Leicester's final evaluation of GreenerFuture Leicestershire. 

1284 is profiled in the report after Account Executive Lauren Cropper took part in the Climate Leadership and Action Programme, which supported more than 400 businesses across the county.

The UoL programme evaluation highlights that only a small proportion of UK SMEs typically access formal sustainability support while showing communications are central to SME climate action. It also finds that early GreenerFuture messaging using technical terms such as “net zero” did not resonate with many business owners.

Engagement improved when the team reframed its offer around business realities such as costs, resilience, workforce skills and competitiveness, backed by practical tools and case studies.

From a communications perspective, several lessons stand out from UoL’s GreenerFuture experience. Campaign data shows that:

• Adverts using people-in-workplace imagery significantly outperformed generic “green” visuals. 
• Benefit-led, location-specific email copy delivered far higher click‑through rates than broad calls to action. 
• Language is key to strategic communications. 

The evaluation showed “fully funded support” carried more weight and credibility with SMEs than “free help”.

Managing Director George Oliver, who is an Entrepreneur in Residence at UoL, said: “This evaluation from colleagues at UoL backs up what we hear all the time through our G2B and cluster development work. 

“Small businesses want straight answers on costs, risks and opportunities - not buzzwords. Our job is to turn complex work into clear messages people can act on.”

In order to effectively reach SMEs, communications must start with an understanding of lived pressures, be grounded in real decisions, and be carried by trusted local voices rather than distant institutions. 

That means framing climate action in terms of margins, risk, and opportunity; using sector‑specific examples and case studies, and building campaigns that prioritise clarity and credibility over slogans.

Read the full GreenerFuture Leicestershire Final Evaluation Report.