Toute l'actualitéAt Reforest'Action, our mission is to contribute to the regeneration of terrestrial ecosystems on a large scale, thanks to the contribution of companies who wish to act for the natural world. While we do not operate as a consultancy or a communications agency, it is our responsibility to encourage our contributors to communicate effectively, in response to current environmental issues. But above all, responsible communication enables organizations to value their efforts and enhance their image, while avoiding the risk of being accused of greenwashing. Two watchwords: accuracy and consistency. There can be no ambiguity when it comes to responsible communication. By adopting the right reflexes, companies can make their environmental action a factor of competitiveness and transparency, while striving to reduce their footprint as much as possible. In short, responsible communication is a powerful source of value for businesses.
Greenwashing: the many traps to avoid
Communication is defined by its ability to convey messages, to give meaning to a product, a service, or a piece of information. Yet this broadcasting power brings forth a significant counterpart: ensuring the integrity of the disseminated content. Due to its direct connection with advertisers' accountability, greenwashing remains one of the main criticisms aimed at organizations that communicate about their environmental approach, whether superficial or genuinely well-founded.
Greenwashing, a widespread phenomenon
As ecological awareness grows, the term greenwashing gains traction in public discourse. But what are we talking about? As early as the 1960s, ecological critics began pointing their finger at the most polluting economic activities. Twenty years later, as scientific evidence on the worrying evolution of the climate progressed, major companies decided to appropriate the ecological argument, and to transform it into part of their corporate narrative. Greenwashing was thus born. The semantic origins of this concept give us a better understanding of its meaning. It comes from a combination of different words, including whitewashing and brainwashing, respectively encompassing respectively the notions of withholding information and repeated intellectual pressure. Synonymous with "misleading greening", the Larousse defines greenwashing as "the deceptive use of arguments claiming good ecological practices in marketing or communication operations." For the French Ministry of Ecological Transition, the term encompasses "any communication that misuses the ecological argument."
More specifically, this social phenomenon can take many forms. To help companies avoid such practices, let's take a look at the main ones that contribute to greenwashing. A solid list is also available on the website of the French Ecological Transition Agency (ADEME), along with a number of tests designed to help businesses self-assess their messages, including the following: Is your message guilty of greenwashing?
The use of certain words or expressions: these include vague terms associated with environmental respect (e.g. eco-friendly, 100% natural...), euphemisms designed to soften reality (e.g. "ecological transition", a term too weak and ambiguous to convey the notion of urgency), or oxymorons used to associate an ecological notion with a contested activity (e.g. "bio "fuel...).
Unverifiable statements or misleading promises: many communications contain unsubstantiated environmental claims, the actual existence of which cannot be proven, or whose scientific justification leaves much to be desired. Such claims are generally lacking any accurate source of information.
The diversion of attention: some advertising campaigns are simply designed to divert the public's attention from the true negative impacts generated by a company's activity, through the disproportionate promotion of a minor ecological improvement (e.g. eco-packaging of a product, when the product itself is not environmentally harmless).
Unsuitable visuals: finally, graphic and iconographic methods, including the strategic use of imagery or colors with specific connotations (such as green), are sometimes enough to visually portray an organization or an operation as environmentally friendly.
But why has greenwashing become so dangerous for society? The methods outlined above have considerable negative rebound effects: confusing the public, slowing down the changes absolutely necessary to achieve the goals set by the Paris Agreement, and so on. Greenwashing also has the ability to act as a psychological shield, providing illusory but seemingly acceptable solutions to the fight against the decline of natural processes. As such, it acts as a psychological anesthetic against critical thinking, favoring the collective status quo, thereby reducing the scope for real solutions.
A growing threat for businesses
In many cases, companies are unaware that they are resorting to greenwashing. As the ADEME states, "most breaches are linked to a lack of awareness of ethical rules". This is further compounded by a deficiency in environmental knowledge. Yet advertisers would do well to learn about these important issues, as they are directly affected by the negative consequences of greenwashing accusations. Faced with an increasingly well-informed and vigilant public, companies are exposing themselves to major reputational impacts: messages tainted by greenwashing tend to arouse distrust, rather than trust, in addition to causing a general obfuscation that prevents their stakeholders from discerning the true from the false. The real threat? That proven environmental actions go unnoticed: "It's a real shame to see companies that make a virtuous contribution to the fight against climate change and the erosion of biodiversity lose all credibility because of poor communication", explains Katia, CSR & Customer Communication Manager at Reforest'Action. Well-constructed environmental communication is now an excellent way of enhancing a company's image, both internally and externally.
Responsible communication: best practices to adopt
The key points of successful communication are accuracy and responsibility. For Katia, "It is more a question of promoting a global approach, in a transparent and honest way, rather than overestimating a one-off or minor action. Today, playing the coherence card has become a real guarantee of seriousness for any company". More than ever, responsible communication is everyone's business: it concerns all employees and managers, the general public and society as a whole.
The five key principles for businesses
Any communication linked to an environmental action must be based on fundamental principles. At Reforest'Action, we invite companies that contribute to forest ecosystem regeneration to:
1) Make their actions part of a broader commitment. For the sake of consistency, communication about a specific environmental action (e.g., contribution to forest restoration) must be part of a comprehensive approach. Acting in favor of natural ecosystems is essential, but this contribution does not result in a reduction of the company's impact: it is in fact the combination of reducing impacts at source AND contributing to the regeneration of ecosystems that constitutes a coherent whole. This is the only way to ensure solid, credible communication. If a company has no environmental strategy in place, we advise utmost vigilance in its communications. At the very least, it should articulate the objectives that have been set, as well as their short-term implementation trajectory.
2) Be fair and commensurate with the impact of their commitment. No single company can meet today's environmental challenges, which require collective action. Communicating in a humble and measured way is more responsible and better perceived by stakeholders. It’s a matter of accurately describing one's commitment, without exaggeration or false promises, and choosing expressions proportionate to the company's action to enhance its impact.
3) Be clear, precise, and as close to reality as possible in their messages. Communication must convey information that reflects reality. Graphic representations, visuals and the words chosen must systematically be based on precise and easily cross-checkable evidence, such as figures or a certified label.
4) Convey a message that encourages responsible behavior. The social role of companies is often underestimated. In fact, the messages they convey have a direct impact on the behavior of their targets. Advertising and ecology need not be at odds, communication can encourage a responsible attitude, in line with sustainable development objectives: raising awareness about the importance of emission reduction measures, popularizing scientific information about the climate, etc. Today, these types of communication are not only the most valued, but also the most rewarding.
5) Be consistent in their choice of communication media. It is essential that companies choose communication media that are relevant to their overall environmental strategy. Whether paper or digital, certain options should be favored: responsible production, local manufacturing, recycling, low-energy devices, etc.
These five key principles take into account recommendations issued by competent organizations such as ARPP* and the ADEME (notably in its Responsible Communication Guide, 2022 edition), or by experts in environmental communication.
*ARPP: Professional Advertising Regulatory Authority
The support offered by Reforest'Action to its contributors
At Reforest'Action, we work with numerous companies accros various sectors. In addition to offering tailored solutions that combine the generation of positive impacts with the creation of value, we provide them with tools to support their communication efforts, both on forestry-related issues and from a more global perspective. We recognize the growing importance of communication in the success of companies' contribution to the Natural World. Unfortunately, communications professionals are not always aware of the proper guidelines, and even though we are not a communications agency, it is our responsibility to encourage our contributors to develop a virtuous approach. This aligns with their commitment to our cause.
We provide companies with various support tools and guidance: a comprehensive communications and best practices guide, a self-assessment grid and detailed content focusing on carbon-related matters. We also provide companies with the opportunity to send us their communications materials before publication for proofreading, or to consult us prior to any production. One of the missions of Katia Prassoloff, whose interview can be found here, is to advise companies on how to make the most of their contribution with Reforest'Action. For many organizations, the support offered by Reforest'Action represents added value, helping them avoid greenwashing and to disseminate appropriate messages that create genuine value for the company.