COMMMUNICATING CLIMATE NEUTRALITY

All processes in the communication of climate neutrality need to be designed in such a way that stakeholders immediately grasp how ‘climate-neutral’ status is obtained and what it actually means. So it is essential to provide transparent and easily understandable background information on climate neutrality in all communication. Our Communication Guideline contains 15 detailed tips for appropriate communication. You will receive this information together with the communication documents during the process of acquiring climate-neutral status.

Germany’s competition watchdog, the Wettbewerbszentrale, is currently conducting a series of test cases to clarify the admissibility of the term ‘climate neutral‘ in commercial communication. It is doing so to protect consumers from misleading advertising claims. As things stand, there are no blanket regulations, but initial court rulings have upheld the demands of the Wettbewerbszentrale for greater transparency. In particular, the process by which climate neutrality is obtained must be stated in the immediate proximity of the advertising claim if the ‘climate-neutral’ attribute becomes a criterion that prompts consumers to make a purchase. The Fokus Zukunft seal of approval therefore includes the standard information “Climate neutral via offsetting”. We also recommend communicating the status with the ‘seal of approval + QR code’ option that links to a landing page with additional background information.

Greenwashing basically means communication that presents something as ‘greener’ than it actually is. In regard to climate neutrality, this refers to the accusation that some companies merely exploit the comparatively simple and inexpensive method of offsetting in order to use the ‘climate-neutral’ label in their advertising and accommodate the growing demand for ‘green products’. Critics opine that this does not constitute any earnest undertaking to reduce the carbon footprint in the long term and that the communication is therefore misleading. So in order to prevent accusations of greenwashing, successful communication of climate neutrality must also include information about planned and implemented reduction measures, in addition to explanation of the offsetting efforts.

 The Fokus Zukunft label, which we issue as a seal of approval and certificate, confirms that unavoidable emissions have been offset in a proper and lawful way. Our processes are based on the internationally recognised PAS 2060 standard as the accepted method of obtaining climate neutrality. Our official Seal Guidelines contain detailed information on how the label is issued, including award requirements, validities and use.

We provide a variety of communication packages to help companies in the successful communication of their climate neutrality and in presenting themselves as responsible enterprises. Among other things, the seal of approval can be used to inform stakeholders about the company’s commitment to climate protection in email signatures, on stationery, websites, flyers, roll-ups or product packaging. Our certificate and a wooden trophy can also be impactful eye-catchers in the company foyer. In addition, producing an explanatory video in cooperation with our partner is a nice and modern way to provide information about the company’s path to climate neutrality.