Agoria, together with the International Chamber of Commerce (ICC) Belgium, organised a thematic event on green communication. The key message was clear: communicating about sustainability remains essential, provided claims are clear, substantiated, and credible.
Communicating Sustainably Without Greenwashing: Practical Insights for Businesses
Businesses face a dual challenge: communicating transparently about sustainability while complying with stricter rules on environmental claims. With a thoughtful approach, transparent communication can become an asset rather than a risk.
5 Key Takeaways from the Thematic Event
1. Keep communicating, but substantiate your story
New European rules are significantly tightening the requirements for environmental claims, notably through the Empowering Consumers for the Green Transition Directive.
This directive makes it clear that vague or generic claims such as “green” or “sustainable” are no longer sufficient. However, this should not lead to so-called greenhushing, where companies stop communicating about sustainability altogether for fear of non-compliance.
Therefore, the event focused primarily on how businesses can communicate correctly and responsibly.
Tip: Communicate, but ensure that your claims are accurate and verifiable.
2. Be concrete and measurable
General terms such as “sustainable” or “green” are no longer enough. Companies must demonstrate exactly what has been improved and how it was measured.
Tip: Use specific figures and tangible results instead of broad slogans.
3. Lead with facts, not marketing
Effective communication starts with a solid foundation: reliable data, clear methodologies, and a well-defined claim.
Tip: Build your message step by step, then translate it into your communication strategy.
4. Ensure internal alignment
Internal collaboration is also a key success factor. Sustainability claims require coordination between technical experts, sustainability managers, legal departments, and communication teams. Many companies are now implementing an internal claims protocol to define how claims are developed, verified, and communicated.
Tip: Agree internally on how claims will be reviewed and approved, for example through a simple claims protocol.
5. Avoid common pitfalls
Most mistakes are unintentional: vague wording, exaggerated claims, or misleading imagery. CO₂-related claims require extra caution.
Tip: Always ask yourself whether your communication is complete and easy to understand.
An Opportunity to Build Trust
Accurate and transparent communication strengthens your credibility and helps differentiate your company in the marketplace. Businesses that invest in well-substantiated claims build lasting relationships with their customers.
Get Started
Would you like to ensure that your sustainability communication avoids greenwashing? Read the Good Practices for Environmental Claims guide (French) published by the Belgian Federal Public Service Economy.
Read more about the event on Agoria’s website (content available exclusively to members).