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Talking about your commitments is good. Embodying them through engaging, clear and educational content is (much) better. Because today, an “eco-responsible” banner on the home is no longer enough. Your prospects, partners, and future talent want to understand what you're really doing, why you're doing it, and how that translates into your daily actions.
So, how do you educate your visitors through content, without falling into greenwashing? What formats to use, on what channels, and with what tone? We guide you.
🎯 Because words are no longer enough. A survey conducted by Kantar in 2023 reveals that 68% of French consumers believe that brands are “doing too much” in their CSR communication, without concrete proof. In other words: the bullshit is no longer happening.
Today, Internet users want content that is responsible, transparent, and accessible. They want to understand your choices, to measure your impacts, to be able to trust you. And for that, you have to produce content whom Explain, illustrate, tell. In short, who educates.
It is a powerful lever for:
The blog remains The central pillar of any sustainable content strategy. This is the place where you can:
Instead of dragging your commitments into an “About” page, create dedicated, well-structured pages, with clear sections: objectives, actions, results, perspectives.
Best practices:
Don't let your content sleep on your site. Broadcast them where your communities are active.
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If you want to make an impression, think outside the box. Interaction is your ally.
A few ideas:
Responsible content can't live without concrete evidence. There is no question of writing “we are committed to the planet” without explaining how and with what results.
Good reflexes:
💡 According to an ADEME study (2022), 73% of French people say they have more confidence in a brand that communicates transparently about its limits. Vulnerability is not a weakness: it is a lever for sincerity.
Your visitors don't want a sanitized corporate speech. They want real, embodied stories. Speak for yourself, with your words, your emotions, your doubts. Tell me about the behind the scenes, the difficulties, the dilemmas.
💡 Customer storytelling is a powerful weapon: rather than saying “our solution is responsible”, tell how a customer has reduced their waste by 30% thanks to you.
And above all: don't try to be perfect. Try to be honest.
Chez 425 PPM, we support companies committed to transform their beliefs into powerful content.
Our method:
We work with startups, impact SMEs, responsible ESNs. If you want to be heard without greenwashing, but with panache: Let's talk.
Educating your visitors about your commitments through content is not an option: it is a necessity. This is what will make the difference between a brand that asserts... and a brand that inspires. And in a world full of promise, inspiration is worth its weight in gold.
So it's up to you to play: what story are you going to tell?
