Differentiating between responsible messages and greenwashing

A number of ethical principles lie at the heart of responsible communication:

• Tell the truth and be transparent;
• Adopt a more sustainable and ecological approach;
• Respect human rights;
• Don’t promote stereotypes about groups;
• Avoid making unverified or exaggerated claims;
• Respect privacy and personal data;
• Respect the International Chamber of Commerce’s code on responsible marketing.

Here are a few tips to make your communication more inclusive:

• Use gender-neutral terms that can be used in both masculine and feminine forms;
• Make sure that diversity is reflected in every sense of the word in your visual aids, testimonials, etc.;
• Add the “other” and “I’d rather not say” options when you ask for a person’s gender;
• Do not reinforce harmful stereotypes about gender, age, ethnic groups, etc. in your visual or written communications;
• Don’t assume anyone’s sexual orientation;
• Make sure that your communication products always comply with accessibility guidelines, particularly web pages, PDF files and forms.

As well as sowing confusion in the minds of consumers, greenwashing can lead to a lack of environmental action and, of course, damage to the reputation of those found guilty of the practice.

To avoid greenwashing in your communications:

• Be truthful and precise;
• Be clear and avoid any ambiguity;
• Don’t conceal or omit important information;
• Only make fair comparisons;
• Take into account the entire lifespan of your products;
• Be able to justify yourself with concrete evidence.