Responsible communication: a strategic imperative for businesses

Companies are under increasing scrutiny regarding their environmental and social commitments. A simple declaration is no longer enough: these claims must be substantiated with transparency and consistency. Poorly managed communication can expose organisations to accusations of greenwashing, damage their credibility and result in legal sanctions.

By contrast, a well-structured approach enables businesses to highlight their actions, strengthen stakeholder trust and meet growing regulatory expectations. 

Responsible communication has become a strategic imperative for businesses. Faced with rising consumer expectations and tighter regulation, it is no longer sufficient to claim social or environmental engagement—these commitments must be embedded in a coherent and verifiable strategy.

The European Union is aiming to strengthen the legal framework through the Green Claims Directive, which is currently under discussion. The final trilogue meeting — closed-door negotiations between representatives of the European Commission, the European Parliament and the Council of the European Union — is expected to take place in the coming weeks, likely in June. The directive seeks to increase the robustness of environmental claims by requiring more rigorous verification before they are made public. In cases of non-compliance, penalties could reach up to 4% of annual turnover. For organisations, adopting responsible communication will no longer be optional, but essential.

What does responsible communication mean?
 

Responsible communication refers to the messages shared by a company concerning both its environmental and social initiatives. When limited to ecological aspects, the term used is environmental communication.

Taking this broader approach enables organisations to highlight their eco-social design efforts, engage stakeholders and align with evolving legal requirements. This entails using clear, honest language, backed by tangible evidence.

Why embrace responsible communication?
 

Speaking publicly about sustainability without a structured framework is risky. Greenwashing is increasingly called out, and missteps can have long-lasting reputational consequences.

Conversely, a clear, principled communication strategy helps to showcase genuine efforts. It strengthens credibility and reflects a solid understanding of complex environmental and social issues—subjects that require expertise to communicate accurately.

Moreover, such an approach helps companies stay ahead of shifting regulatory requirements and protects brand reputation by preventing misleading statements or empty promises.

How to build a credible communication strategy?
 

Responsible communication relies on a precise understanding of the issues at stake and the careful construction of messages.

1. Analyse the context: understand consumer expectations, assess potential risks and identify opportunities offered by transparency.

2. Master the regulatory landscape: be aware of labelling requirements, certification schemes and legal frameworks.

3. Rely on verifiable facts: avoid vague claims; use data and concrete evidence wherever possible.

4. Ensure clarity and consistency: a structured, well-argued message builds stakeholder trust.

5. Collaborate, train, test: work with internal and external experts, train teams, and test communications before publication.

How EVEA supports organisations on the path to responsible communication
 

Choosing a responsible communication strategy means developing a message that is reliable, distinctive and aligned with today’s expectations.

To help businesses shape their approach, EVEA offers tailored support. Our training programmes provide a solid foundation in key principles and best practices. Our experts also assist in crafting consistent messages and ensuring compliance with applicable regulations.

Adopting responsible communication means building a credible, distinctive narrative aligned with today’s expectations. Get in touch with our team of experts for tailored training or support in responsible communication.

Aude Cellerier, LCA and Eco-design Consultant, EVEA