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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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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