The rules around GREENWASHING are tightening. And it's about time!

You can’t just bandy about words like “sustainable” and “responsible.” They've GOT to be earned, ‘cos they've GOT to mean something.

For there to be better understanding and behaviour change, the words we write must trigger something tangible in the reader’s mind. And words like ‘sustainable’ and ‘responsible’ and ‘positive impact’ trigger nothing!! I promise you. They don’t cut it.

I’ve been writing for a brand with global consumer reach this summer. Under the eagle-eyed gaze of the EU’sEmpCo directive.  It's sharpened how I write – HOW WE ALL HAVE TO WRITE - for consumer brands and I couldn’t be happier.

What is EmpCo and how does it impact sustainability claims?

For anyone who hasn’t met it, EmpCo (Empowering Consumers for the Green Transition) is an EU directive that tightens the rules around making environmental claims. It reaches any brand marketing to EU consumers, and among other things:

💥 bans generic claims like “eco-friendly” or “green” unless recognised excellent environmental performance can be demo’d

💥 bans sustainability labels that aren’t based on an approved certification scheme or set by a public authority

💥 bans “climate neutral” or “reduced impact” claims that rest on offsetting

💥 requires forward-looking claims to be backed by a detailed, independently verified plan

What it means in practical copywriting terms is:

💚  Lines that sound lovely and roll off the tongue but prove nothing get the chop - if a phrase can't survive the question "meaning what, exactly?" it’s out 🔪

💚  Lines that feel vague and can’t be pinned to fact or verification get the chop - “protects the environment” becomes specific, a named standard, practice or independent check

💚 Statements that lead with a stat or report on an impact must be sourced – if you can’t find where the number came from, it’s out 🔪 (you’ve got to prove it!)

💚 Dive into the technical detail and research to challenge the brief. Consumers often buy on quality, value and (always!) what’s in it for them, so while sustainability may support the story rather than leading it – however much you want it to – start with what matters to the consumer, what motivates them to act or buy, then back it up with the good stuff

💚  When a claim overreaches, I’ll say so and offer an alternative line that’s compliant, but still persuasive, and actually, more compelling

💚  Words like “honest” or “real” or “trustworthy” can often imply the opposite, so be careful not to suggest something the brand can’t back up.

The compliant version is usually the clearer one, and it builds more trust by the very fact that it’s clear.

As copywriters, when we ask better questions* of the brand, we can write better copy.

*And while I’m thinking about the copywriter briefing process, if you want your copywriter to be creative in their output, be creative in your brief.

If you’re a consumer brand with environmental, sustainable, responsible (HANDLE WITH CARE!!) claims to untangle, I’d be glad to help 💚

Please get in touch, you’ll find me here ➡️ vicks@vickswardcopywriter.com