“As a leader of the communication industry, how do you view green communication, green responsibility and what would be the role of the public relations industry in green communication processes that rely on ESG?”

Today, green communication and green responsibility are not only optional aspects of business but key components of sustainable development and the reputation of every company. As a leader in the communications industry, we believe that our task is to be a catalyst for change and support companies in creating and implementing strategies based on ESG principles.

Green communication represents the way in which companies show their responsibility towards the environment and society, but also how they inspire a change in behavior among their consumers, employees and the community. Our role is to ensure the authenticity of these messages, in order to avoid the so-called greenwashing and help clients express their commitment to sustainability in a transparent and measurable way.

The public relations industry plays a key role in green communication processes by raising awareness, building trust, creating dialogue and monitoring results.

Milena Avramović Bjelica, Co-Founder and Executive Director at Chapter 4 Serbia