New EU Requirements for Responsible Marketing

Recently, the EU Parliament passed a proposal that tightens the rules on which words and terms companies can use in marketing. Words such as climate-friendly, climate-neutral, green, natural, biodegradable, carbon-positive, energy-efficient, bio-based, environmentally friendly, and similar terms are now considered greenwashing terms. Each EU country has been given a 24-month timeframe to implement the legislation.

But what does this mean for companies, and how will these changes impact the agenda? Are there still enough usable terms left in this space?

From our perspective, this is a positive development. Words shape reality, and it is crucial to use them carefully. However, words must also align with actions; otherwise, they lose their meaning and authenticity.

A good and practical sustainability-focused tone of voice emphasizes:

• Transparency: Openness is fundamental to building trust. Companies should communicate their journey, current position, and future goals.
• Verifiable data: Data builds credibility. Companies can support sustainability claims with concrete figures and certifications.
• Goals and results: Companies can showcase specific targets and regularly report on progress as well as setbacks. This highlights genuine engagement by showing how far the company has come and what developments have occurred.
• Holistic vision: Look beyond the company’s boundaries and focus on the bigger world the company is part of. How do the company’s activities contribute to strengthening the world, not just reducing its own footprint?
• Compliance with EU requirements: Staying up-to-date with the latest regulations is essential to ensure that corporate communication aligns with legal standards.

A successful tone of voice involves maintaining an open dialogue with the outside world without compromising the creative, appealing, and aesthetic approach that defines marketing craftsmanship. When done right, it is inspiring, encourages other companies, and can make a real difference in advancing the climate agenda.