ADEME and Circul’R have developed a practical guide to help businesses communicate more clearly about their circular practices. The aim is to help them avoid the pitfalls of greenwashing and greenhushing in a context where environmental issues are increasingly complex.
Practical guide on how to communicate about the circular economy
Communicating about the circular economyThe circular economy is a restorative and regenerative economy. By maintaining the value of the products, materials and resources in the economy through smart product design, repurposing and/or shared use of products, it reduces the extraction of natural resources by using resources already present in the economy. is not easy. Some companies resort to ‘greenwashing’: they present their efforts as being more environmentally friendly than they really are. Other companies do the exact opposite and keep quiet about their initiatives for fear of criticism. This is known as ‘greenhushing’. Both practices can be due to one overriding difficulty: how to be transparent when environmental issues are so complicated?
Against this backdrop, the French Agency for Ecological Transition and Circul’R developed this guide in French. It is intended for communication and marketing professionals, CSR managers and business leaders.
What will you find in this guide?
This guide provides:
- benchmarks to enhance the circular approaches described;
- a shared framework to align narratives, operational realities and stakeholder expectations;
- a pragmatic approach that uses transparency, proportionality, and sincerity as the guiding principles for communication.
In short: the guides helps you communicate clearly, transparently and meaningfully about your organisation’s circularityCircularity describes the quantity of materials managed in a closed loop..
The authors also highlight several key findings:
- Communication about the circular economy play a strategic role. It strengthens the credibility of initiatives and engages the public.
- Transparency and tangible evidence are essential for building trust and distinguishing genuine commitments from empty promises.
- Balanced and coherent communication emphasises the levers with the greatest impact.
- Acknowledging the limits of one’s approach increases credibility and helps prevent unrealistic expectations.
- Build a solid circular strategy first, then communicate. Without substance, communication loses its value.
- The circular economy must be made appealing and accessible, so that it becomes as self‑evident as it is necessary.
Find out more
The website introducing the guide (in French)
Download the practical guide: "Comment bien communiquer sur l'économie circulaire ?"