Greenwashing?
Many companies are working on their sustainability strategies with renewed purpose. They are driving innovation and moving forward in becoming carbon neutral, delivering their sustainability goals, investing in impact funds or participating in the circular economy. However, to be successful businesses must communicate this effectively and simply to their consumers.
More than ever consumers are demanding companies to be sustainable. Accordingly, more money is flowing to ‘green companies’. At the same time, consumers are increasingly aware and skeptical of greenwashing. Oftentimes, it is the companies, especially smaller ones, that do most or a lot for sustainability that are the least vocal about it. They can be overlooked compared to companies that communicate about their sustainability efforts openly and loudly.
So how should the former companies communicate successfully to their consumers? How do they grow their market share of the new sustainability-aware generation?
These three principles play a central role in achieving great B2C sustainability communication:
Communication must be understandable. What exactly is sustainable about the product or service?
The communication must show the added value. What personal benefit does the sustainability aspect bring?
The communication must be honest. Is what is promised really delivered in terms of sustainability?
We learned from Friederike Vinzenz who holds a Doctor of Philosophy in Media and Communication Science with a focus on sustainability communication. At RoomFor, she advises institutions and companies in the field of sustainability communication and supports the implementation of complex goals and action plans by means of data analysis.
Institution
GreenBuzz Zurich
Veranstaltungsdatum
16. november 2022
Link zur Veranstaltung
Funktion
Workshopleitung
expert, content, speaker