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Communicating on your CSR commitments, without falling into greenwashing: mission impossible? Not if you stick to a few key principles. At a time when accusations of greenwashing are coming out as quickly as a LinkedIn post, it is becoming vital to build an authentic, structured and... credible discourse. Here's our guide to avoiding pitfalls and building trust around your commitments.
The time when sticking a green leaf on packaging was enough to reassure consumers is over. 67% of French people believe that brands are greenwashing, according to a Kantar study. This distrust spares no one: SMEs, large groups, impact startups... All companies are now subject to the increased vigilance of consumers, journalists, NGOs and regulators.
Clumsy advertising campaigns have recently borne the brunt of this mistrust. When an oil company speaks of “carbon neutrality” without proof, or when a fast fashion brand praises an “eco-responsible” collection without revising its economic model, the reaction is immediate: bad buzz, boycott, discredibility.
Even high-impact brands can be singled out if their discourse does not reflect a verifiable reality. Greenwashing doesn't just affect the guilty — it also affects the clumsy.
Legislation is changing. In France, the Climate and Resilience Law now prohibits unjustified environmental claims. A brand can no longer call itself “carbon neutral” without showing exactly how. ADEME is watching. The DGCCRF controls. And sanctions are coming down. It's no longer just about image, it's about regulatory compliance.
“We're offsetting all of our emissions.” Yes, but how? Where? With which projects? Transparency cannot be decreed, it can be proved. A lack of verifiable data is one of the most common triggers for criticism.
The halo effect is about putting forward a positive micro-action to hide the rest. Ex: a transport player who talks about its electric bikes... without mentioning its global impact. Overpromise, on the other hand, occurs when you present yourself as a pioneer when you are in the first steps. Result: biased perception, loss of trust.
Colors, symbols, suitcase words like “eco-designed” or “sustainable” quickly become suspicious if they are not accompanied by clear explanations. The consumer has become an expert: words are no longer enough.
Figures, audits, independent certifications, progress indicators: this is what distinguishes a real commitment from a marketing speech. Show the results, but also the limitations. Example: “We reduced our emissions by 12% over our scope 1 and 2 in 2024. Scope 3 remains a challenge, on which we are working in partnership with our suppliers.”
👉 Bonus: A well-constructed storytelling can transform raw data into an engaging story. This is one of the areas of expertise of 425PPM.
Don't say you're saving the planet. Say what you are doing, what you are not doing yet, what you are learning along the way. Humility inspires more confidence than a triumphalist speech. Good CSR communication is above all honest.
Employees, suppliers, customers, local NGOs... The more co-constructed your commitments are, the more solid they are. By having them testify, you give depth and plurality to your communication. It is also an excellent lever for internal commitment.
At the agency, we have a conviction: responsible communication is a powerful lever... provided it is aligned with your actions. Here's how we help you avoid the pitfalls.
You start by listening. Where are you at? What is your reason for taking action? What are your blind spots? Through an audit of your positioning and your CSR discourse, we identify potential differences and narrative opportunities.
Objective : build a solid base, for sincere and aligned communication.
At 425PPM, we believe in Press Relations as an impact tool — but not in bullshit. There is no question of announcing a 30-page CSR charter if nothing follows. We build strong angles, based on your real actions, and we relay them to demanding media.
Your CSR report is full of numbers... but what people remember are the stories. We help you transform your commitments into captivating stories, supported by internal figures, customer testimonies or concrete projects.
Communicating about your CSR commitments without greenwashing is possible — but it requires rigor, transparency and a certain amount of courage. It is not about telling a great story, but yours, as it is, with its strengths and weaknesses.
At 425PPM, we help you to say the right words about your actions. Not to embellish. To give resonance to what you build on a daily basis.
