Francesca Cuoghi
For PR professionals, this is a pivotal moment —an opportunity to build trust through authenticity and transparency, shaping the future of corporate communication.
Five years ago, the author co-wrote a book highlighting the role of brands and communication professionals in tackling the climate crisis. While initially optimistic about businesses leading the charge, recent developments show that regulation – particularly from the European Union (EU) – is shaping the future of sustainability claims. The EU Green Claims Directive is now setting global standards, influencing businesses worldwide, even beyond Europe.
Understanding the Green Claims Directive
Adopted in 2023, the directive gives EU member states 24 months to implement it and 36 months for full enforcement. It introduces strict rules for environmental claims, ensuring they are scientifically validated, transparent, and verified by an independent third party.
The key requirements include:
1. Scientific Substantiation – No vague or misleading sustainability statements.
2. Transparency – Clear, accessible information for consumers.
3. Third-Party Verification – Claims must be certified by accredited entities.
4. Standardized Criteria – Alignment with EU Taxonomy for consistency.
5. Strict Enforcement – Penalties for non-compliance, including fines and reputational damage.
The Impact on Business and Communication
Rather than waiting for the 2026 deadline, many companies are already adapting, especially in sectors like energy, food, fashion, and mobility. This shift is not just about compliance but about rethinking sustainability communication.
A New Era of Transparency and Trust
Businesses must move beyond generic green claims to credible, data-backed storytelling. Consumer skepticism is growing, not only toward sustainability claims but also regarding broader corporate ethics, including the use of AI and emerging technologies. For PR professionals, this is a pivotal moment —an opportunity to build trust through authenticity and transparency, shaping the future of corporate communication.
Fiducia e Trasparenza nell'Era della Green Regulation
Le aziende non possono più limitarsi a dichiarare di essere eco-friendly senza prove concrete. Con la Green Claims Directive dell’UE, entrano in vigore nuove regole che impongono trasparenza, verifiche indipendenti e dati scientifici per tutte le dichiarazioni ambientali.
- Stop al greenwashing: solo affermazioni supportate da prove reali
- Verifica obbligatoria da enti indipendenti
- Multe e sanzioni per chi non rispetta le norme
Le grandi aziende stanno già adeguando le proprie strategie di comunicazione, passando da dichiarazioni generiche a storie basate su dati concreti e misurabili. In un’epoca di crescente scetticismo, questa è un'opportunità per costruire fiducia attraverso trasparenza e autenticità.
Per comunicare la sostenibilità in modo efficace, scoprite di più sulle nuove regole e preparati al futuro.
