“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?”

In today’s era, sustainability has grown from a desirable attribute to a business imperative for companies. Stakeholders, including investors, employees and consumers, are becoming increasingly discerning in their expectations of corporate environmental responsibility. Responsible communication forms the basis of an effective sustainability strategy. It is more than just informing about achievements; it is about transparency and authenticity in the company’s activities. This entails providing clear, accurate and consistent information, showing and proving commitment to environmental protection.

It should also be noted that the Corporate Sustainability Reporting Directive (CSRD) entered into force this year, obliging companies to report non-financially, depending on their size. Therefore, the regulatory framework also helps to determine in what way it is necessary to report on sustainability.

On the other hand, Greenwashing can cause great damage to a company’s reputation. Its successful avoidance requires transparency and honesty in its initiatives, from goals, methods to results, which must not be just a marketing trick. Through authenticity, it is necessary to ensure that all initiatives are supported by concrete actions, and to be consistent and dedicated through regular and long-term communication about progress and challenges, not only about successes. Also, what I would like to point out is that companies must be ready for criticism as well as for the implementation of key changes.

Robert Škunca, Managing Director, SEE region at Grayling