A call to dialogue: How can we make the forest sector increasingly sustainable?

Metsä Group recently launched a national media campaign “Growth, with a future”. It comes at a time when the requirements for sustainability communication are becoming increasingly strict due to stricter regulation and critical attitudes.

As things stand, many marketing professionals may consider a campaign communication strategy known as greenhushing. It means that companies opt to remain silent about sustainability themes to avoid critical attention. This approach may be adopted accidentally, or it may stem from not knowing how to communicate about sustainability, with our world and its regulations in a continuous flux.

Greenhushing may also be a conscious choice. Things that just a few years ago were considered typical marketing measures can easily be labelled as greenwashing today. What may seem like minor miscalculations can quickly blow up into a media storm and lead to reputational damage.

It’s positive that people today are more conscious, and that greenwashing is recognised more easily. This encourages businesses to pursue genuine sustainability efforts and prevents communication becoming empty words.
more at: https://www.metsagroup.com/news-and-publications/blogs/call-to-dialogue/