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

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コンテンツは Public Relations Global Network によって提供されます。エピソード、グラフィック、ポッドキャストの説明を含むすべてのポッドキャスト コンテンツは、Public Relations Global Network またはそのポッドキャスト プラットフォーム パートナーによって直接アップロードされ、提供されます。誰かがあなたの著作物をあなたの許可なく使用していると思われる場合は、ここで概説されているプロセスに従うことができますhttps://ja.player.fm/legal

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


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 organizations.

PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our executive producer is Adrian McIntyre.

Follow the Podcast

If you enjoyed this episode, please follow PRGN Presents in Apple Podcasts, Spotify, Google Podcasts, or any other podcast app. We publish new episodes every other Thursday. To have them delivered automatically and free of charge, just choose your preferred podcast player from this list, open the app, and click the button to “Follow” or “Subscribe” to the show: https://prgnpodcast.com/listen

Need to hire a PR firm?

Leading a business effectively in today's fast-paced world requires expert guidance and a strong communications strategy. No matter where you do business, PRGN has a member agency in your region with the deep industry expertise, international experience, and local market knowledge you need to connect with your target audience and achieve your goals. Find a PR firm near you »

  continue reading

43 つのエピソード

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Manage episode 418520407 series 3369510
コンテンツは Public Relations Global Network によって提供されます。エピソード、グラフィック、ポッドキャストの説明を含むすべてのポッドキャスト コンテンツは、Public Relations Global Network またはそのポッドキャスト プラットフォーム パートナーによって直接アップロードされ、提供されます。誰かがあなたの著作物をあなたの許可なく使用していると思われる場合は、ここで概説されているプロセスに従うことができますhttps://ja.player.fm/legal

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


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 organizations.

PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our executive producer is Adrian McIntyre.

Follow the Podcast

If you enjoyed this episode, please follow PRGN Presents in Apple Podcasts, Spotify, Google Podcasts, or any other podcast app. We publish new episodes every other Thursday. To have them delivered automatically and free of charge, just choose your preferred podcast player from this list, open the app, and click the button to “Follow” or “Subscribe” to the show: https://prgnpodcast.com/listen

Need to hire a PR firm?

Leading a business effectively in today's fast-paced world requires expert guidance and a strong communications strategy. No matter where you do business, PRGN has a member agency in your region with the deep industry expertise, international experience, and local market knowledge you need to connect with your target audience and achieve your goals. Find a PR firm near you »

  continue reading

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