S4 E10: The Green Claims Directive: Re-establishing Trust in Sustainability Communication with Martin Lucander

Sustainability communication has become a core component of modern corporate trust-building, as consumers increasingly prioritize businesses that demonstrate a commitment to sustainability.

In this episode, Martin Lucander discusses the importance of sustainability communication in building trust with consumers and stakeholders. He focuses on the European Union's Green Claims Directive, which aims to regulate and scrutinize environmental claims made by companies to prevent misleading and deceptive practices.

Martin provides insights into the directive's requirements and the implications for businesses. He emphasizes the importance of substantiating claims with scientific evidence and setting measurable goals to demonstrate progress towards sustainability.

Key Takeaways

• Sustainability communication is a key part of corporate trust-building, as consumers increasingly make purchasing decisions based on a company's environmental and social impact.
• The Green Claims Directive, introduced in the EU, aims to regulate and monitor environmental claims made by companies to ensure transparency and prevent misleading or deceptive practices.
• The directive requires companies to substantiate their claims with independent, peer-reviewed, widely recognized scientific evidence and set measurable goals with time-bound, science-based commitments.
• Communicators can help organizations navigate these regulations by advising on transparent goal-setting, evaluating the evidence behind claims, and developing a coherent and unitary message internally.

Additional Resources

• European Parliament legislative resolution, 12 March 2024, ‘Substantiation and communication of explicit environmental claims (Green Claims Directive)’
• European Parliament briefing, 5 March 2024, ‘Green claims directive: Protecting consumers from greenwashing’

About the Guest

Martin Lucander is a senior strategic advisor with Aspekta, a PR consultancy firm in Malmö, Sweden. He focuses on sustainability communication and corporate communication, working with both listed and non-listed clients who seek to define, build, advance or protect their sustainability profile among key audiences. He has experiences from a wide range of industries, where he leads the development of annual and sustainability reports, brand and messaging platforms, and stakeholder relationships.

Martin views sustainability communication as a core component of modern corporate trust-building. As an advisor, he encourages clients to go beyond compliance and instead develop sustainable business strategies built on responsibility, transparency, and value.

About the Host

Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications background includes skills in media relations, digital communications, social media strategies, special event management, crisis communications, community relations, issues management, and marketing promotions for both the private and public sectors, including such industries as healthcare, financial services, professional services, government affairs and tribal affairs, as well as not-for-profit...