You want to shout about the good things your business does but you need to steer clear of vague claims or “impact washing”. Here’s how to communicate your impact (without greenwashing).
There is a growing demand from customers, partners and regulators for transparency and trust is a competitive advantage even for a very small business. That’s why communicating your impact matters.
What “impact” actually means:
- Environmental: what changes has your business made around carbon reduction, waste and energy use
- Social: include fair wages, inclusive employment policies and local employment
- Biodiversity: covers your supply chain and sourcing, land use and any regenerative practices
- Community advocacy: outline your partnerships, any volunteering and local initiatives
For example, Spark & Bell uses local artists to help them make their lighting while NexGen Heating have developed an innovative infra-red heating solution for social landlords that cuts carbon emissions.
Start with what you can measure. Identify 3-5 key metrics e.g. CO2e reduced per year, number of employees, % of local suppliers, hours you have volunteered. Use simple, consistent tracking methods. Not overcomplicated. This will help you to maintain your reporting. You need clarity over perfection.
Turn the data into a clear story. Combine the numbers with narrative. What changed and why it matters. Use before and after comparisons whenever possible. Make it relatable. Many people don’t know what 763 tonnes of CO2 means. The “equivalent emissions of driving three million miles” is easier to understand (Circular & Co National Trust scheme).
Choose the right channels for your communication. Blue Patch recommends that you add a web page to your website for your environmental impact reports. Environmental impact and social impact reports can be linked to from your directory entry. Use social media and email newsletters for ongoing updates and deeper storytelling. Y.O.U Underwear posts frequent updates on the number of their donations on their social media. They write the monthly total and annual total of items donated on a blackboard.
Be transparent about your limitations. Acknowledge that there are some changes you have not made and challenges you have not solved. Share goals and timelines. It is ok not to meet the goals and the timelines. Explain trade-offs honestly, if the cost is prohibitive or there is not a readily available solution. Ince Umbrellas looked for a long time before finding a suitable waterproof fabric and fittings for their umbrellas.
Avoid greenwashing pitfalls
Avoid terms like “eco-friendly” and “sustainable” as these are difficult to quantify and provide evidence for.
Use the Green Claims Code guidance, which is very helpful in steering away from wording that might prove problematic.
Back claims with data, certifications, and third-party validation e.g. B Corp or ISO 14068-1:2023. Use frameworks like the UN Sustainable Development Goals or the CarbonNeutral Protocol.
Don’t overstate small wins. Be as factual as possible.
But tell the story and make it engaging if you can. Use photos, videos and graphs. Share your / your founder’s motivations and your team’s involvement. Highlight real stories from suppliers, customers and community partners.
Update and communicate your impact regularly and consistently. This will help you to refine your messaging as your impact grows and you will be proud of how far you and your business have come.