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Information and Insights
November 27, 2024
On the Local weather Ambition Summit in 2023, UN Secretary-Normal António Guterres stated: “Humanity has opened the gates of hell.” He continued, “The way forward for humanity is in our fingers…We will – and we should flip up the tempo. Flip plans into motion. And switch the tide.” This yr, many world leaders at COP29 stated the identical.
Extra must be finished – and now. So what can communicators do within the race to fulfill the local weather disaster head-on?
Greenwashing: a unbroken situation
The very first thing to say is that greenwashing may be very a lot nonetheless right here. Regardless of rising rules such because the EU Inexperienced Directive (to call only one), there may be nonetheless a scarcity of transparency and understanding round inexperienced claims. As communicators in 2024, we like to think about ourselves as well-versed within the area of greenwashing. But, in response to a brand new report, almost one-third of corporations flagged for greenwashing final yr have been discovered participating in the identical apply in 2024.
The function of communicators in ESG methods
Together with local weather motion pledges, plans and transition progress at a nationwide stage, communicators have a task in educating companies on what’s and isn’t thought-about greenwashing. Bringing in certified sustainability specialists who can supply impartial counsel and sector-agnostic recommendation at a company stage helps assist shopper groups and the organisation as a complete.
When contemplating ESG communications methods, change should first come from inside. It could seem to be an apparent assertion, however many companies have a look at what they’ll say externally first, earlier than reviewing inside communications initiatives to teach, empower and encourage staff to get behind the corporate and advocate for local weather change. As soon as these foundations are in place, exterior communications can then start.
Regarding exterior communications, it’s best to start out slowly and tread fastidiously. With a lot strain on corporations to speak one thing – something – round ESG and an ever-increasing variety of rules, some companies tend to hurry and make claims that they intention to fulfill within the not-too-distant future. That is greenwashing.
It’s higher to be clear about progress: a modest and trustworthy method is required. Media and shoppers are local weather literate and can see straight by means of any bluster. Again up all of your claims, reference the place you possibly can and state that extra is to be finished.
Constructing credibility by means of analysis and motion
Communications specialists ought to tie all communications again to the UN Sustainability Objectives, utilizing the seventeen SDGs as a framework for the place the enterprise ranks. The UN-backed requirements make it doable to reward main entities taking daring, credible steps.
Think about encouraging shoppers to undertake an intensive life cycle evaluation (LCA) that may present the place enhancements have to be made, areas of energy and crucially the place points could happen within the not-too-distant future – if adjustments usually are not made. This preparedness could save greenwashing challenges sooner or later.
Lastly, a phrase on analysis. Trade and third-party analysis are important when constructing out a sustainability technique at a enterprise and company stage. An important place to start out your analysis is to examine if the corporate is aligned with any of the UN’s local weather and sustainability initiatives, such because the UNFCCC’s Race to Zero.
Think about major analysis based mostly on opponents, prospects and/or wider stakeholder views and behaviours. Not solely does this present a transparent image of the organisation, however it could additionally entice thought-leadership alternatives within the type of annual analysis stories, op-eds, talking engagements and awards. This analysis is evergreen and can be utilized as a barometer year-on-year.
Motion has not been forthcoming prior to now. Forward of COP30 in Brazil, extra must be finished and communicators must sort out the problem of greenwashing – not simply to keep away from fines – however to make sure a extra clear and reliable channel for future communications. There’s a actual alternative for communicators to make significant adjustments proper now.
How we may also help
At FINN Companions, we assist shoppers navigate sustainability and ESG challenges. From combating greenwashing to crafting clear communications, we guarantee your message builds belief and credibility.
POSTED BY: Terri Bloore
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