School of Management and Law

Sustainability Communication Guide

Many companies are working to embed sustainability in their corporate strategy and communicate their sustainability efforts externally. But where do companies currently stand on sustainability, and how should they communicate their measures? The Sustainability Communication Guide offers practical tips.

About the Guide

The Sustainability Communication Guide helps companies identify where they currently stand in terms of sustainability communication and which topics are relevant to them. Based on this, it provides companies with targeted recommendations for their communication. Does your company belong to the "Sustainability Champions" or the "Pragmatic Developers"? Or does your company fall into a different category? Find out in our Self-Test (available in German only)!

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Where do you stand on sustainability?

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Relevant Topics for Companies

Sustainability communication sits in the tension between "greenwashing" and "greenhushing". Companies often communicate only a fraction of their sustainability measures. One of the biggest challenges for companies is communicating correctly and credibly, so as to avoid accusations of "greenwashing". Choosing the right sustainability labels and understanding the specific regulations around sustainability communication are also a challenge for many companies. The latest research on "green patterns" shows that targeted communication elements can encourage consumers towards sustainable behaviour.

“Staying silent is not an option. But if something isn't communicated well, it can be misunderstood or go unnoticed altogether. This guide is aimed at communication managers and marketing leaders who want to develop an effective and professional communication strategy for their company.”

Dr. Helen Vogt, co-author of the Sustainability Benchmark Study 2023

Greenwashing

Greenwashing, originally understood as a company's deliberate attempt to mislead the public into believing it has an environmentally friendly image, now carries a more nuanced meaning. This broader perspective covers both deliberate deception and unfounded accusations. Companies face the challenge of communicating their sustainability efforts transparently and credibly.

Greenhushing

Greenhushing, the counterpart to greenwashing, is becoming increasingly important. This approach refers to deliberately staying silent about sustainability measures that have been implemented, often out of fear of raising unrealistic expectations, facing public scrutiny, or being suspected of greenwashing.

Labels

Sustainability labels help consumers navigate and understand their purchasing choices with greater transparency. They identify products or services that are manufactured or offered according to specific ecological, social or ethical criteria. Understanding the complexity and impact of sustainability labels is crucial for companies.

Regulations

In recent years, the EU has introduced various regulations and directives to standardise and strengthen companies' reporting obligations in the area of ESG (Environmental, Social and Governance). Some of the key requirements and regulations are summarised here.

Green Patterns

The intention-action gap is a key obstacle on the path to a more sustainable world. By analogy with "dark patterns", which often drive negative behaviour, "green patterns" are designed to inspire users towards more environmentally friendly behaviour.