While some companies communicate their actions and are sincere, others have used them to engage in greenwashing – which consists of exaggerating or diverting an environmental commitment for purely marketing purposes.
Promotion of actions through the media and social networks
However, the world is now ultra-connected and CSR communication inevitably goes through the media and social networks. These platforms provide businesses with a direct channel to promote their commitments, engage with their stakeholders and build credibility.
Some French companies have been able to take advantage of these tools to highlight their societal commitment. Responsible fashion brand Loom, for example, uses Instagram and LinkedIn to share behind the scenes of its production and transparently explain its sustainability choices. This educational and authentic approach has contributed to customer loyalty.
The media also play a role in the general public’s perception of CSR. Reports on positive initiatives, but also surveys denouncing questionable practices, strongly influence the opinion and reputation of companies. Thus, revelations about the ecological impact of delivery platforms have forced players like Uber Eats to review their strategy and integrate more sustainable practices into their model.
However, CSR communication should not be limited to promotional content. Interaction with the community is essential. Brands that engage in dialogue with their audience, answer questions and accept criticism, build a lasting relationship of trust.
Some good practices to avoid greenwashing
- Adopt communication based on tangible evidence:
independent certifications (B Corp, ISO 14001, Fairtrade, etc.), detailed CSR reporting, quantified impact of the actions implemented.
- Involve stakeholders:
consumers, but also employees and partner associations, must be included in the process and be able to testify to its authenticity.
- Avoid vague promises:
Commitments that are too general or futuristic (“zero carbon target in 2050”) without clear intermediate steps can be seen as an attempt to divert attention.
