According to the latest Eurobarometer data, people in Spain are the European citizens who think most about sustainability when we shop; in fact, we are increasingly willing to pay more to align our consumption habits with our values. So what about companies that market themselves as ‘sustainable’ when they are not?
The European Union has taken significant action to protect citizens and safeguard corporate reputations through two new directives:
- The first aims to accelerate the green transition by empowering consumers through stronger protection against unfair practices and more transparent information.
- The second focuses on the substantiation and communication of explicit environmental claims, known as the “Green Claims” Directive.
A guide to avoid getting lost in empty words
This paradigm shift has raised concerns at the Ministry of Social Rights, Consumer Affairs and the 2030 Agenda, which is processing the new Sustainable Consumption Act to combat ‘eco-posturing’ or ‘greenwashing’, and which will also include the right to repair as a core principle. In addition, the Ministry has produced a Good Practice Guide setting out how to implement an authentic sustainability commercial and communications policy that does not create confusion.
It is important to note that greenwashing by some companies that project a false image of sustainability discourages genuine efforts and undermines consumer trust. Sustainability must be communicated, but these bad practices demotivate companies that truly want to do it properly.
But how can sustainability be integrated into our communications?
Below are some tips taken from this guide to help you address the topic clearly without falling into greenwashing:
- Use clear, simple, specific language
Simplify the explanation of environmental benefits so they are understood and reach everyone.
- Provide relevant, useful information
Marketing teams must select and communicate features consistently and in a useful way to enable transparent purchasing for consumers.
- Do not hide information
Provide sufficient product information so consumers can make rational purchasing decisions.
- Keep the data you provide up to date
Update messages regularly to prevent them from becoming outdated, especially when there are relevant changes or updates.
- Make fair comparative claims
If you make comparisons about the sustainability of different products, be specific to avoid confusion.
- Base your information on studies
Before making a claim, you must be able to substantiate it—not the other way around. In addition, these studies must always be available to the authorities, and the relevant information available to consumers.
- Back up your goals with robust, realistic plans
Commitments and targets must be clear, objective, and measurable, and they must be publicly available.
- Do not present as an advantage something required by law
A product feature must never be marketed as a differentiator when it is, in fact, legally required.
- Labels must be based on certification schemes
An environmental label or seal cannot be an invented visual device:
- They must be based on certification schemes or established by public authorities.
- They must be reliable and transparent.
- They must be simple and easy to understand.
At ROSAPARKS, we encourage companies that want to communicate their genuine commitment to sustainability to seek advice from experts in responsible communication. Working with qualified professionals ensures authentic, effective communication that truly reflects companies’ values and sustainable practices.
At last, the wind is changing and blowing in the planet’s favour.
