H&Z
H&Z Management Consulting - Consulting with head, heart and hand
07/06/2022

Greenwashing - a cliché term with a deeper problem

Greenwashing conflates over-ambition and inauthenticity, overly ambitious targets often attract greenwashing accusations. Therein lies the real problem: Setting credible targets and communicating authentic progress (which is evidently easier said than done).

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Greenwashing

How to avoid accusations of inauthenticity and the ensuing communication problems?

  • Reinforce your sustainability claims with extensive but transparent data from sustainability maturity assessment and materiality analysis
  • By understanding the current situation, more impactful but also tangible targets can be set
  • Steer sustainability communication and reporting on progress towards these targets
  • Define ambition level and strategy transparently and communicate progress clearly at every stage
  • Create sustainability report
  • Report according to international standards
  • Clarify limitations/shortcomings in data

It´s all about credibility. Read more in our short paper:

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