As part of the Diagnostic-Action program we launched at the end of last year, and the new actions it has spawned, one question has been nagging at us: how can we avoid falling into the trap of greenwashing or impostor syndrome when communicating on this subject?
Indeed, the line between responsible communication and greenwashing can be a fine one.
And yet, we are determined to move forward with our company’s transition to sustainability.
So let’s find out how we try to adopt responsible communication without going to extremes.
What does greenwashing mean?
Greenwashing, also known as “greenwashing”, is a marketing strategy aimed at persuading the public to adopt an eco-responsible attitude, despite the reality of the situation.
It’s a deceptive practice known as false advertising. These dubious practices could have a significant impact on certain sectors, including cosmetics, automotive, clothing and food.
Is greenwashing inevitable?
Unfortunately, greenwashing is a common practice, but it’s not inevitable!
For a start, there are more regulations than there were 30 years ago, forcing companies to take real environmental measures.
Companies that decide to do so are guided and constrained by eco-responsible charters and labels.
And let’s not forget that more and more companies are implementing real CSR policies!
Internationally recognized, standardized certification is essential if a company is to demonstrate its commitment to the environment.
Certifications such as “ISO 14001”, “ISO 9001” and “26000” are numerous and enable companies to apply effective and measurable measures.
But to assess the effects of a company’s environmental policy, the carbon footprint is often the most relevant.
A carbon footprint is a method of collecting and analyzing data to assess the greenhouse gas emissions generated by a company’s activities, as well as its impact on global warming.
While only certain companies are obliged to produce such reports, those wishing to highlight their commitments can do so proactively, enabling them to stand out from unscrupulous competitors.
The challenge of business transformation
CSR has no value, and all communication is in vain without a profound transformation of the company.
This makes it difficult for managers to adapt their business model to the new challenges of sustainability.
Complexity is crucial to reinvention, and the CSR initiative makes room for complexity.
The dilemma of short-term profitability versus long-term sustainability is posed by the transformation of the value chain (supply, production, distribution).
But also that of the attractiveness of the offer in times of inflation, as price continues to play a decisive role in purchasing.
CSR transformation cannot happen overnight, because there are so many challenges to overcome and so many questions to answer.
Consequently, the company needs to move forward step by step, in full transparency with its customers.
That’s why we’ve set ourselves a short-, medium- and long-term action plan, based on the objectives to be achieved.
How do we avoid greenwashing?
When you’re a company, you can take pride in communicating your environmental commitments, especially when you feel like you’re leading the way.
With imprecise vocabulary or a lack of concrete evidence, however, you can quickly fall into the trap of greenwashing without ever having intended it!
So we try to be authentic, transparent and strategic.
Our CSR communication practices
- Understanding CSR: First and foremost, it’s crucial for our teams to understand what CSR means.
It is not limited to the environment, but also encompasses social and economic aspects.
A good understanding enables us to approach the subject in a more integrated and sincere way. - Alignment with corporate values: CSR must be aligned with the company’s core values.
This ensures that initiatives are not perceived as marketing tactics, but as a natural extension of the company’s identity. - Transparency: we want to be transparent about the company’s CSR actions.
This includes both successes and areas for improvement.
Transparency creates trust and shows that the company is serious about its CSR approach. - Real commitment: before any communication, we want to make sure that the company’s CSR actions go beyond declarations.
Initiatives must be concrete, measurable and have a real impact. - Honest communication: honest and modest communication is essential to avoid impostor syndrome.
And that’s what we’ve promised ourselves. - Stakeholder involvement: we want to involve not only our employees but also our customers and suppliers in our CSR initiatives.
This demonstrates our collective commitment and reinforces the credibility of our actions. - Training and awareness: we take the time to educate and train our employees on the importance of CSR.
Well-informed and committed employees are the best ambassadors for a company’s CSR approach. - Collaboration and partnerships: we collaborate with organizations and other companies to strengthen our CSR initiatives.
This enables us to develop our knowledge and add credibility and expertise to our efforts.
What we remember
In our view, the best way to approach the subject is to communicate regularly and factually about our CSR commitments, however modest or imperfect. That said, we’re aware that “accusations” of greenwashing will still occur, but this is the only way to establish effective CSR communication.
