{"id":2152,"date":"2026-04-18T10:52:56","date_gmt":"2026-04-18T08:52:56","guid":{"rendered":"https:\/\/www.kakikuu.fi\/?p=2152"},"modified":"2026-04-18T10:52:57","modified_gmt":"2026-04-18T08:52:57","slug":"mita-pk-yritys-saa-sanoa-vastuullisuudestaan","status":"publish","type":"post","link":"https:\/\/www.kakikuu.fi\/en\/mita-pk-yritys-saa-sanoa-vastuullisuudestaan\/","title":{"rendered":"What Can an SME Say About Its Sustainability?"},"content":{"rendered":"<p><em>Sustainability claims, sustainability communication, and verifiability under tightening regulation<\/em><\/p>\n\n\n\n<p>SME sustainability claims are now a more important topic than before. It is allowed and necessary to communicate about sustainability, but the problem is not communication itself, but claims that are too general, too broad, or weakly justified. Misleading environmental claims could already be addressed under the current Consumer Protection Act, but the EU directive on empowering consumers for the green transition clarifies the rules of the game, and in Finland HE 47\/2026 shows what changes are coming. According to the Government proposal, the provisions related to the implementation of the EU directive on empowering consumers for the green transition are intended to be applied from 27 September 2026 onwards. The strongest legal core of this regulation is connected to communication directed at consumers, although the practical lessons are also useful on the B2B side.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">What does a sustainability claim mean?<\/h2>\n\n\n\n<p>A sustainability claim is not only a sentence such as \u201cwe are a sustainable company.\u201d It can also be a general claim about carbon neutrality or lower environmental impact, or a visual or structural message, such as a symbol or label, the name of a product or service, or a product category named as sustainable. <\/p>\n\n\n\n<p>In other words, a claim can also arise from the overall impression created by marketing, not only from an individual word. In HE 47\/2026, an environmental claim is defined broadly, and it can be text, image, graphics, or a symbol.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">What kinds of claims are risky?<\/h2>\n\n\n\n<p>The most common risks for an SME are related to communication going too far in relation to the evidence. It is worth being especially careful with these:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>general claims such as \u201cecological,\u201d \u201cgreen,\u201d or \u201csustainable\u201d<\/li>\n\n\n\n<li>claims about the whole company, even though it is only about one product or one measure<\/li>\n\n\n\n<li>own sustainability labels or unclear symbols<\/li>\n\n\n\n<li>future claims without a credible plan<\/li>\n\n\n\n<li>climate claims based on offsetting<\/li>\n<\/ul>\n\n\n\n<p>Environmental claims must be clear, precise, and unambiguous, and they must be based on concrete actions.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">What must be possible to verify?<\/h2>\n\n\n\n<p>A good sustainability claim is based on evidence. The company should be able to explain at least what the claim means, what it concerns, and what it is based on. It is also good to consider whether the claim is correctly limited or whether it may create too broad an impression.<\/p>\n\n\n\n<p>For example, a claim about packaging is a different matter from a claim about the whole product or the whole company. This boundary must also be visible in communication. HE 47\/2026 emphasizes that even correct information can be problematic if the overall impression is misleading.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">How does an SME communicate credibly?<\/h2>\n\n\n\n<p>For an SME, a safe way to communicate about sustainability is to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>say concretely what has been done<\/li>\n\n\n\n<li>limit the claim precisely<\/li>\n\n\n\n<li>avoid overly big words<\/li>\n\n\n\n<li>separate the current state, the target, and the plan from each other<\/li>\n\n\n\n<li>say only what can be justified<\/li>\n<\/ul>\n\n\n\n<p>For example, \u201cthe product packaging contains less plastic than before\u201d is often more credible than \u201cenvironmentally friendly product.\u201d<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">What should an SME check already now?<\/h2>\n\n\n\n<p>The company should go through its website, product and service descriptions, packaging, environmental labels, brochures, quotation templates, and social media communication. They should not contain vague, unjustified, or overly broad sustainability claims, and the impression created by the whole should be truthful and justified.<\/p>\n\n\n\n<p>Now is a good time to go through the claims before the regulation is specified further. Based on HE 47\/2026, sustainability labels and environmental claims are precisely the area where there is a lot of pressure for change.<\/p>\n\n\n\n<p>An SME may say quite a lot about its sustainability, but not vaguely. A good sustainability claim withstands closer questions. A bad sustainability claim sounds good, but does not withstand closer scrutiny.<\/p>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>Vastuullisuusv\u00e4itteet, vastuullisuusviestint\u00e4 ja todennettavuus kiristyv\u00e4n s\u00e4\u00e4ntelyn alla Pk-yrityksen vastuullisuusv\u00e4itteet ovat nyt aiempaa t\u00e4rke\u00e4mpi aihe. Vastuullisuudesta saa ja pit\u00e4\u00e4 viesti\u00e4, mutta ongelma ei ole itse viestint\u00e4, vaan liian yleiset, liian laajat tai heikosti perustellut v\u00e4itteet. Harhaanjohtaviin ymp\u00e4rist\u00f6v\u00e4itteisiin on voitu puuttua jo nykyisen kuluttajansuojalain perusteella, mutta EU:n vihre\u00e4n siirtym\u00e4n kuluttajansuojadirektiivi t\u00e4sment\u00e4\u00e4 pelis\u00e4\u00e4nt\u00f6j\u00e4 [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2153,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[172,11],"tags":[185,182,183,35,184],"class_list":["post-2152","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-liiketoiminnan-kehittaminen","category-yritysvastuunperusteita","tag-pk-yrityksen-vastuullisuusvaitteet","tag-pk-yrityksen-vastuullisuusviestinta","tag-vastuullisuusvaite","tag-vastuullisuusviestinta","tag-ymparistovaittama"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pk-yrityksen vastuullisuusv\u00e4itteet - mit\u00e4 saa sanoa?<\/title>\n<meta name=\"description\" content=\"Pk-yrityksen vastuullisuusv\u00e4itteet kannattaa tarkistaa ajoissa. 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