Steps - Secondfloor

5 steps to get your sustainability communication right

Are you green washing or greenmuting?

As sustainability has become a crucial factor for consumers when choosing a brand, companies are adopting 3 possibilities:
• Greenmuting
• Green/purpose washing
• Sincere communications

By fear or being accused of green/purpose washing, most companies are greenmuting.

You don't have to wait to be perfect to make a difference

We believe that perfect and immediate exemplarity in sustainability is not only unrealistic, but also leads to greenmuting.

To contribute to a more sustainable future, brands have a role to play and a responsibility to communicate their sustainability initiatives. Even if they are imperfect, because each individual action contributes to a better world.

STEPS ENABLES COMPANIES TO COMMUNICATE IN A CREDIBLE AND TRANSPARENT MANNER ABOUT THEIR SUSTAINABILITY INITIATIVES.

STEPS is a guide built around 5 principles preventing misleading sustainability claims in all communication channels.

"STEPS" is the result of a common reflection between two generations of strategists.

Celia Celili, Brand & Digital Strategist at secondfloor is part of this generation that is particularly aware of societal issues. And, Alain Frisson, partner at secondfloor, who has a long experience as Strategy Director at Saatchi&Saatchi, Grey or J Walter Thompson.