What is fair branding?

We live in a time where symbolism matters more than ever. For communicators, this creates a clear responsibility: information must be accurate, ethical, and credible. This is not just a societal concern - it’s smart business. Honest, responsible communication builds respect, strengthens reputation, and makes your organization an attractive workplace.

When companies boast about their climate or sustainability achievements, or claim to advance the UN Sustainable Development Goals without data, validated certifications, or tangible actions, they risk more than just breaching marketing laws (§5). They also risk undermining the credibility of the entire agenda and slowing meaningful progress.

Business leaders need to define a clear ESG or sustainability philosophy and ask themselves whether they truly believe in - and are committed to - real change. Understanding regulations like the CSRD (Corporate Sustainability Reporting Directive) is critical. Stakeholders should sense that the company means what it says, is willing to reflect, and is ready to adjust its practices. Demonstrating long-term thinking, realistic yet ambitious goals, and accountability is key.

An effective communication style allows for honesty about challenges, uncertainties, and setbacks. Being self-critical and realistic can coexist with constructive, solution-focused messaging. There are risks in “fair branding” - audiences may react unpredictably, and some stakeholders may be skeptical. But companies that are transparent and thoughtfully experimental often gain the support of their communities, which are essential to strong brands.

With younger generations increasingly attentive to the authenticity of messages and actions, being superficial or self-congratulatory carries real risks. Companies have a responsibility to respond to a changing world. Digital literacy is becoming more important as young audiences are influenced by global content streams.

Fair branding means balancing commercial objectives with responsible storytelling. It aims to prevent greenwashing, unrealistic comparisons, and misleading impressions, both for the company and its audience. You can be profitable and socially responsible at the same time, but credibility comes from realistic, transparent, and thoughtful communication - listening to critics, adapting to emerging norms, and demonstrating a willingness to learn and evolve.