What is this for?
In the age of greenwashing, greenhushing and CSRd, the goal of this tool is to stimulate organizations to communicate more effectively and transparently about their sustainability performance.
Print the Template
Print the template on A4 or a larger format. If you’re planning to do this exercise with your team, print the template in a larger format and use sticky notes. Alternatively, you can copy the template into Miro (or a similar tool) and fill it in online.
Map What You Do
Map all your company’s actions linked to sustainability. Ideally, also rank these actions based on your performance compared to other players in the market. However, if benchmarking your performance is too difficult right now, you don’t have to. The most important aspect is to gain an overview of all sustainable actions.
Explain Who You Do it for
Map all your relevant stakeholders, identifying and categorizing individuals, groups, or organizations that are impacted by or have an impact on your operations, decisions, and initiatives.
Map What You Should Talk about more
Analyze your current sustainability communications. If you look at the overview of your actions, what topics should you talk about more? There can be multiple reasons to communicate more about a topic: to be 100% compliant, to be fully transparent, or to improve your position.
Tip: this is where benchmarking your actions will come in handy.
Provide the Proof
You’ve now come up with a list of statements. How can you prove those statements so you can build trust and wash away all potential greenwashing assumptions?
Explain How You Want to Make Sure Everyone Understands your Claims
Sustainability can be a complex topic. How will you make sure that everyone understands what you’re talking about. Will you have to educate your audience, and how will you do that? Does it make sense to compare or benchmark? If you do, always take into account the principle of earnest comparison: apples need to be compared with apples, not oranges.