Driving sustainable change requires more than internal commitment; it demands broader acceptance, behavioural shifts, and new ways of thinking. This raises an important question: How should we communicate sustainability? And what are we allowed to say? These topics were not only discussed within a knowledge exchange round organized within the EU-funded project CIRCOTRONIC but also within two webinars organized within the national project Biocoenomy Austria.
Consumer Protection: Stricter Rules for Sustainability Claims
New EU regulations, including the Green Claims Directive (GCD) and Empowering Consumers for the Green Transition (ECGT), are reshaping how companies communicate sustainability. These policies are designed to protect consumers from misleading environmental claims and ensure transparency in corporate messaging.
Julia Schwarzbauer (susform OG) and Gabriele Faber-Wiener (Center for Responsible Management)provided an overview of these new regulations during a webinar.
More Transparency, Less Greenwashing
The ECGT directive is already in force and must be integrated into national law by March 2026.
“The goal is to combat greenwashing, unreliable sustainability labels, and planned obsolescence,” explained Julia Schwarzbauer.
The directive prohibits vague terms like “green,” “sustainable,” and “environmentally friendly” unless they are backed by clear, verifiable evidence. Meanwhile, the Green Claims Directive is still in draft form, but it will require companies to meet strict criteria for environmental claims. Businesses will also need official approval for their sustainability statements to ensure consistency and transparency across Europe.
Why Businesses Stand to Benefit
According to Gabriele Faber-Wiener, these new rules don’t just protect consumers; they also create opportunities for companies:
“Clear and honest sustainability communication builds trust, giving businesses a competitive edge.”
Schwarzbauer added that companies adopting transparent and responsible messaging will benefit in the long run, gaining credibility and strengthening their brand reputation.
Credibility: The Key to Sustainable Communication
The new regulations require businesses to look closer at their sustainability practices. As Faber-Wiener put it:
“Authenticity is key. Credible sustainability communication is not just about words—it must align with real actions, values, and ethical principles.”
Companies that acknowledge challenges, take responsibility, and communicate in a balanced, ethical, and self-reflective manner will be perceived as trustworthy.
“Genuine sustainability communication also requires a mindset shift. Companies must take responsibility for their products, their impact, and the way they communicate. This means being transparent, even about uncomfortable truths. It may be unfamiliar territory for many, but there’s no way around it if businesses want to remain future-proof,” Faber-Wiener emphasized.
Understanding Climate Anxiety: Insights from an Experience-Sharing Session
One of the biggest challenges in sustainability is fostering acceptance and driving long-term behavioral change. This was a key topic in a knowledge exchange session (ERFA) on circular economy, where media expert and psychologist Barbara Knitter provided insights into climate anxiety.
“When it comes to climate change, people often struggle to change their behavior because it forces them to confront uncomfortable emotions, including fear and uncertainty,” she explained.
How can we motivate people to engage in sustainable transformation?
Knitter described how our brains respond to climate anxiety with three typical stress reactions:
- Freeze (paralysis) – People feel overwhelmed and unable to act.
- Flight (avoidance) – They downplay, deny, or ignore the issue.
- Fight (engagement) – They actively work to tackle the climate crisis.
For those in the Freeze state, sustainability can feel overwhelming, leading to inaction. In some cases, climate anxiety can even develop into a more serious condition, limiting people’s ability to engage with the issue.
“Not everyone is in a position to focus on sustainability. Financial struggles, health concerns, or other life priorities often take precedence. It’s important to recognize that—and to bring people on board when they are ready,” Knitter noted.
Green Nudging: Encouraging Sustainable Behavior
For those in the Flight state—who avoid or downplay sustainability issues—presenting ready-made solutionscan be an effective strategy. Knitter pointed to Green Nudging to encourage sustainable behavior without forcing it.
Green Nudging turns the sustainable option into the default option while allowing people to choose alternatives. Examples include:
- Default printer settings in black-and-white (color printing requires an active choice).
- Bike parking is at the main entrance (making cycling the most convenient option).
For those in the Fight state—who are already motivated to act—these individuals often serve as role models, inspiring others through their commitment. Examples include employees choosing public transport over driving or actively promoting workplace sustainability initiatives.
Written by Michaela Streicher and Michael Grünwald, Bizz Up