In the current context, credibility is the central pillar of any communication strategy (environmental or otherwise!). To build a relationship of trust with consumers, it’s essential to adopt authentic practices and language. But how do you get there?
Five golden rules for authentic communication
- Truth: Information must reflect reality. Avoid any exaggeration or omission of significant impacts.
- Clarity: Use simple, understandable language, even for technical concepts.
- Availability: Make information available to stakeholders as soon as it is assessed.
- Comprehensiveness: Include all environmental impacts, from the value chain to the product life cycle.
- Comparability: Allow verification and comparison with other companies or products.
Pitfalls to avoid
- Vague words: For example, terms like “natural” or “sustainable” need to be clearly defined.
- Misleading images: Attractive visuals can give a false impression of a product’s ecological credentials.
- Non-certified labels: Make sure that the certifications displayed are from recognized organizations.
The role of stakeholders in preventing Greenwashing
A stakeholder committee, made up of customers, employees, NGOs and experts, reinforces transparency. It offers a critical view and helps identify any inconsistencies in communications.
Adopting an authentic and transparent approach not only upholds the law, but also establishes a lasting connection with consumers. By committing to clear and honest information, you prepare your brand to meet tomorrow’s challenges.