We spend all our lives communicating.

In the last few years, the way we talk about and the way we perceive environmental subjects has changed.

The focus is on the environment and sustainability in general, and most generations are in on it and aware. The way we talk about it has never been more important.

Communication in general has a lot of power.

And with great power comes great responsibility. With information you can change behaviour. And with sustainability communication we’re talking about very important behaviour.

To help you navigate this difficult field, we have made five ground rules for you to follow when you make sustainability communication.

Five ground rules to follow when it comes to sustainability communication

1. Only write something you have documentation for.

2. Ensure your documentation comes from impartial and recognised sources.

3. Avoid general, abstract, and inaccurate claims, but be concrete, clear, and precise.

4. Don’t let anything beg new questions which are left unanswered.

5. Don’t let general claims or symbols stand alone.

The secret sixth ground rule in sustainability communication is…

6. Follow your gut

• If you feel like you’re near the edge and might end up greenwashing – you probably are

• If you are unsure about the claims you’re making, do more research. If you don’t understand what you're trying to say, neither will your readers.

• You should feel comfortable clicking post. If you don’t, ask for a second opinion from colleagues or a professional.

The best advice you can take from this short newsletter is not to talk about anything you are unsure about or don’t know.

And with that said, we hope you can use our advice in your future work with sustainability communication.

Be sure your team understands the six ground rules, so you don’t end up unintentionally greenwashing.

If you still have some doubts in the rules and best practice, or you just need a helping hand, don’t hesitate to reach out to us, or check out our communication services.