Communication: 5 rules to follow to avoid greenwashing

At a time when climate has become a deciding factor for over 80% of the French population, companies taking action on their carbon footprint are naturally tempted to share their progress.

Whether it is to highlight the brand or specific products/services to customers or to attract new talent, climate-related announcements are on the rise... with varying degrees of success.

In recent years, certain carbon-related communications have stopped resonating. Several companies have learned this the hard way. These efforts to promote sustainability can backfire, with the public accusing companies of "greenwashing". Greenwashing is now prohibited by law (Climate and Resilience Law).

To avoid such scenarios, here is a list of rules to follow whenever you communicate about carbon, so you can avoid public backlash. 

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1. Ban the term "Carbon Neutral"

As we mentioned in our article on carbon neutrality, this trendy term should be used with great caution in your communications.

The phrase "carbon neutrality," unfortunately still misused by many companies, is a concept that can only be measured on a global scale, or at best, a national one. It is fundamentally meaningless at the company level.

It was widely used by companies due to a common misconception:

"If I offset all of my emissions, then I am carbon neutral"

In reality, companies can "contribute" to carbon neutrality by reducing their emissions and by offsetting the emissions they produce through avoided or negative emissions.

Therefore, it is better to communicate about your Carbon Footprint, emission reductions and offsetting projects that the company has invested in.

2. Always justify your figures

Are you making a positive announcement regarding carbon? 

Don't forget to back up your claims with evidence.

Some companies share sometimes surprising information about their environmental performance, without providing justification. These announcements most often concern the carbon footprint of a product or service sold by the company.

Since carbon calculation data is public, it is quite easy for an insider to establish benchmarks and challenge your figures. If they turn out to be unrealistic, you risk an immediate backlash.

Therefore, remember to support your communications with as many figures as possible.

3. Carbon Footprint: Be as transparent as possible about the methodology used

You have just completed your carbon footprint. Congratulations! That is a great first step.

A few basic rules if you want to communicate effectively about your carbon footprint:

• List the emission factor databases used.
• If you used a service provider or SaaS solution, don't hesitate to mention it to add credibility to your analysis.
• Always indicate the methodology used and the scope of the study (Which countries? Which scopes? Are there any elements not included in your carbon footprint, such as the use of your product by customers, etc.?)
• Publish it on the ADEME website and/or make it accessible on your own website.

4. Prioritize communicating about your emission reductions and your action plan

Another very simple rule to keep in mind:

Since carbon sinks are physically limited by nature, carbon offsetting will not be enough to absorb the excess CO2 emitted by human activity.

The best thing you can do as a company, therefore, is to reduce your emissions. This is the angle that will make your communication most accurate.

However, you can be sure that your announcement will be scrutinized, and people will ask for justification.

Here is the list of data you must always provide if you communicate about changes in your carbon footprint:

• The change in emissions in absolute terms, even if you have already indicated the change in your carbon performance (in tCO2e per €m, FTE, etc.)
• Indicate which actions led to this change, and why (Is it a reduction in an emission category? Is it the substitution of one emission category for another, less carbon-intensive one? Is it a change of supplier and therefore of the emission factor that allowed for this decrease?)
• Finally, provide as many figures as possible, within the limits of confidentiality.
  

These evidence-based communications will demonstrate your seriousness regarding the subject and maximize positive impact, especially in an era where the vast majority of such announcements remain vague.

5. Carbon offsetting

Communication regarding carbon offsetting is likely the most sensitive. Indeed, a number of companies have abused the offsetting mechanism to absolve themselves of making real efforts regarding carbon. 

This type of action, now well known, is immediately penalized by the general public.

However, despite the negative image it may have, investing in carbon offsetting remains an effective way to develop carbon sinks.

Be careful, however, to select your projects very scrupulously and be supported by a recognized partner, because you can find absolutely anything in the offsetting market, including scams.

Therefore, if you communicate about your offsetting actions, never forget to:

• Specifically mention the projects you have invested in
• Provide details about the project: In which country? What type of project? What is the approximate price per ton? Why did you choose it?
• Cite the provider you used and mention any labels or certifications associated with the projects
• Finally, avoid communicating only about offsetting. Pair it with communication about your emission reductions or your carbon footprint

What about you? Do you have any other recommendations regarding carbon-related communication?

Feel free to share them with us!