Developing a climate strategy or carbon strategy is crucial in the fight against climate change. However, communicating about it without falling into greenwashing is challenging, as it poses risks such as negative reactions and loss of trust from consumers, clients, or partners. Consequently, some organizations choose not to communicate about it at all.
If you find yourself in this situation, follow our list of do’s and don’ts. This list will help you communicate about your carbon strategy (related to events) while avoiding greenwashing and ensuring the use of appropriate terms.
Firstly, avoid using the term "Carbon Assessment" for an event; instead, use "carbon footprint." The Carbon Assessment method is a trademark of the Carbon Assessment Association (CAA), specifically used to assess and quantify an organization's greenhouse gas emissions. In contrast, the term "carbon footprint" is more general and applies to the evaluation of CO2 emissions related to a specific event. Using the appropriate term avoids confusion and respects the intellectual property rights of the CAA.
Avoid using the term "carbon neutral"
It is important to understand that an event, product, or company cannot be carbon neutral. The concept of carbon neutrality applies only on a global or national scale, but it does not make sense at the event level.
👉 Instead, you can announce that you are contributing to carbon neutrality by reducing your emissions and offsetting residual emissions.
Be transparent about the methodology and scope
For calculating the carbon footprint of your events:
- List the emission factor bases used;
- Specify the methodology used and the scope of the study;
- Do not hesitate to mention the limitations and areas for improvement.
When communicating numbers, it is crucial to specify the calculation scope and explain what is included or not in your results. For example, clarify if your carbon footprint includes ancillary events and parties organized around your main event.
👉 In this regard, if you wish to communicate your results obtained on Climeet, here are some key language elements to use. Climeet's emission factors and calculation methodology have been co-developed with the CAA and are currently undergoing audit by the same association. The Climeet calculator:
- Adheres to international standards for carbon footprint calculations
- Is built on a calculation scope based on PAS 2060 standard
- Utilizes emission factors from robust and recognized databases (Base Empreinte, INIES, IEA)
- Is part of the international Net Zero Carbon Events initiative
Provide tangible evidence
It is essential to highlight that 84% of French people demand evidence to support a brand's commitments (Source: GreenFlex-ADEME Barometer on responsible consumption 2022). Therefore, it is necessary to explain how you contribute to the common good by providing quantifiable data, official labels, and tangible CSR initiatives.
👉 In this regard, once your event is completed, Climeet provides a detailed carbon footprint report (in PDF or Excel format). This report allows you to obtain detailed results of your emissions by category, communicate transparently about your results with confidence, and promote your good practices while avoiding greenwashing.
Do not use misleading elements
Do not misuse natural or nature-evoking visuals or sounds: this can mislead about your actions and is often a sign of greenwashing. Prefer visuals related to your event.
Respect the principle of proportionality
Be careful how you communicate about your reduction actions and respect the principle of proportionality. The largest component of an event's carbon footprint is often participant transportation, which you have little control over. You typically have more control over catering or production. It is important to clarify in your communication that you are taking actions that may have a limited potential for reducing your total carbon footprint but address your direct responsibility area. For example, limiting printing or recycling signage materials only slightly reduces your carbon footprint.
Be cautious about communication around carbon offsetting
Communication about carbon offsetting is probably the most sensitive. Indeed, some companies have abused offsetting mechanisms to absolve themselves from making real carbon efforts. However, despite the negative image associated with it, investing in offsetting remains an effective way to develop carbon sinks.
👉 It is crucial to carefully select your greenhouse gas reduction or sequestration projects and seek guidance from a recognized actor. Furthermore, it is important to emphasize that offsetting emissions does not cancel them out.
Prefer the term "contribution"
As seen above, the term "carbon offsetting" implies that it is possible to cancel out greenhouse gas emissions by purchasing carbon credits. Conversely, the notion of contributing to the global carbon neutrality goal clearly indicates that purchasing carbon credits is part of a collective effort, a commitment to the planet.
👉 Contribution itself is greenwashing if not accompanied by a rigorous low-carbon policy.
Prioritize communication on emission reduction
Since carbon sinks are physically limited, carbon offsetting alone will not absorb the excess CO2 emitted by human activity.
👉 It is necessary to reduce before offsetting and focus your communications on your reduction efforts.
Follow standards and recommendations
To counteract greenwashing, several organizations have developed guides to help companies adopt an ethical and responsible approach:
The French Agency for Ecological Transition (ADEME) provides a guide and an online test to assess the ecological relevance of the message and the company's positioning.
The International Organization for Standardization (ISO) standard 20121 dedicated to "responsible management systems applied to event activities" aims to promote sustainable development integrated into event activities.
