Download our sustainable communication checklist
Boost your sales without falling into the trap of greenwashing!
Responsible communication isn’t just about displaying a few green icons; it must reflect the reality of your commitments and create authentic value for your customers. This practical guide provides you with a comprehensive evaluation framework—inspired by the four pillars of ethical marketing (consistency, sincerity, stakeholders, and eco-design)—as well as three case studies (Clother, Tipee, Back Market) to help you transform your campaigns into true drivers of sustainable growth. You’ll receive:
- A checklist of 12 criteria for evaluating your messages (real impact, evidence, differentiation, etc.)
- A self-assessment tool (scores 1–4) that can be used in team workshops to reduce subjectivity
- Three annotated examples illustrating best practices and pitfalls to avoid
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How can this checklist help you ?
Objectively Evaluate Your Campaigns
Use the provided checklist to assess the alignment between your promises, your evidence, and the customer benefits. You’ll immediately identify any weak points that need to be addressed before going live.
Avoiding Greenwashing and Building Credibility
By systematically verifying the authenticity, transparency, and actual impact of your messages, you protect your brand from accusations of greenwashing and strengthen the trust of your stakeholders.
Balancing Business Performance and Positive Impact
The Clother, Tipee, and BackMarket case studies demonstrate how well-thought-out communication can both highlight your commitments and drive purchases. Draw inspiration from their strategies to boost your sales in a responsible way.
The 3 key topics covered in the checklist:
1 – The 4 pillars of sustainable communication: consistency : talk about what really matters in your value chain; sincerity: tangible evidence, verifiable data, acknowledgment of limitations; stakeholders: respect for and engagement of your audiences; eco-design: formats and channels optimized to minimize your environmental footprint.
2 –The self-assessment checklist: a two-part table (“long-lasting message” and “message that drives sales”) with 12 criteria rated on a scale of 1 to 4 to help you objectively analyze your content and prioritize improvements.
3 – Inspiring case studies: Clother: an eco-friendly fashion marketplace with comprehensive transparency across the value chain; Tipee: “100% Swiss-made” SaaS, using certification and localization to stand out; Back Market: a hard-hitting campaign based on ADEME data to reconcile high-tech with reducing the carbon footprint.
