Sustainability is an essential topic for businesses and organisations. But how can you communicate about it without falling into the trap of greenwashing? How do you ensure that your message is credible and transparent? These are questions that many companies struggle with. In this episode of our podcast De Klimaat Veranderaars, Clara Kuindersma and Max Wastiaux talk to communication expert Veronique Misteli about conveying sustainable ambitions effectively and reliably.
Note: Sadly the podcast is just available in Dutch. But with reading this article, you can still learn the most important take-aways.
What is sustainability communication?
Sustainability communication goes beyond simply stating what a company is doing. It is about transparency, clarity, and involving all business units in the narrative.
Regulations around sustainability claims are becoming increasingly strict, and consumers are more critical than ever. This calls for a strategic and well-substantiated approach.
Veronique Misteli, Creative Director at Misteli creative agency, says sustainability communication is not just about following rules. It is about building trust: "An organisation must become more transparent and insightful regarding sustainability. This means that all departments, from sales to HR, must be involved."
Why is communication about sustainability so important?
The European Union is tightening regulations on sustainability claims. At the same time, media and consumers are scrutinising companies more closely. Paradoxically, this has led many companies to become more cautious in their communication.
This is a missed opportunity, says Veronique: "By communicating about your sustainable ambitions, you can inspire others, including employees, customers, and stakeholders."
Veronique shares three essential principles for strong sustainability communication:
- Engage people with your company – Involve employees, customers, and stakeholders in your sustainability mission.
- Differentiate yourself in the market – Transparency and reliability make the difference.
- Get ahead of the competition – The transition to more sustainable business practices is inevitable. Companies that communicate effectively now will be ahead of the game.
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How to draw between the lines?
With the introduction of the Green Claims Directive, companies must substantiate their sustainability claims more effectively. As Veronique puts it,:"'The days of simply slapping a green logo or a forest image on your website are over.' In today's world, companies must back up their environmental claims with real proof — and allow consumers to see it for themselves."
Fortunately, this does not have to be complicated. The Netherlands Authority for Consumers and Markets (ACM) provides clear guidelines on what is and isn’t allowed.
If companies communicate about their goals, they must be clear about the concrete steps they take, together with the evidence supporting these claims. Misteli helps businesses articulate this clearly and effectively.
The story proving model: from claim to credible narrative
A strong sustainability strategy starts with facts. Misteli works with the Story Proving Model, a method for substantiating sustainability stories and communicating them effectively.
The first step is gathering evidence. "If a company claims to save 80% of water, this must be demonstrable," explains Veronique. Consumers and stakeholders must be able to verify it.
Next, the focus is on conveying the message most effectively. Many sustainability claims are technical or complex, so it is crucial to tell a clear and engaging story that resonates with the target audience.
Finally, Veronique highlights the importance of internal communication. All employees – from marketing to HR – must have the correct information so they can share a consistent and reliable message. Veronique: " If you don’t share the right information, you risk greenwashing. That is detrimental to a company's credibility."
Want to learn more?
For businesses looking to strengthen their sustainability communication, various resources are available. Check out:
Get inspired and take the next step in credible sustainability communication!
