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.
Our tool
INITIAL PERCEPTION INDICATOR
Evaluation phase:
degree of risk of green/purpose washing of the company.
GUIDING PRINCIPLES
Is the information objective, truthful and accurate?
Are the types of emotions
conveyed by the communication adequate?
Is the information based on sufficient facts that can be proven through science or other means?
Is the information simple and accessible to all?
Our offer
For your
people
INSPIRATIONAL & EDUCATIONAL WORKSHOP
Get your staff a global understanding of what sustainability means. And how to communicate on the subject through our STEPS guide.
For your
Communication
A 2 LEVEL SUPPORT
1. Long term sustainable
communication strategy
2. Sustainability campaign scan
"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.
willing to know more?
Get in touch
We will empower you with an actionable and pragmatic tool that will help you get your sustainability communication right!
