It is advisable for SMEs to review the sustainability claims on their websites early, before the same messaging spreads to the company’s other communication channels. The same applies to brochures, proposal templates, product and service descriptions, social media posts, sales materials, and possible packaging. If an overly broad or imprecise claim is used in one place, the same message can quickly be repeated elsewhere.
The first thing to check is whether the materials use general expressions such as “responsible,” “green,” “ecological,” or “sustainable” without clear specification. The more general the term, the more easily it can create an overly broad impression.
The second important issue is scope. Companies should review whether their communications refer to the entire company, even though the underlying action relates only to a single product, service, package, or individual measure. Many problems arise precisely because a factually correct action is communicated as an overly broad overall claim.
The third point to review relates to labels, symbols, and visual elements. If the material uses its own sustainability label, green symbol, or other visual element associated with sustainability, the company should assess what kind of impression it creates and what is actually being claimed through it.
The fourth issue is a simple question: can the company substantiate the claim if someone asks for more detailed evidence? If the answer is unclear, the claim itself is likely too unclear as well.
A good practical approach is to review materials one claim at a time. At the same time, it is useful to ask: what is actually being claimed here, what does it relate to, and what is the basis for it?
Also read: Can an SME Say it is Responsible?
Sustainability claims and sustainability communication under tightening regulation: What Can an SME Say About Its Sustainability?
Explore the online course: Sustainability claims and credible sustainability communication for SMEs (in Finnish).
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