Communicating Sustainability: Beyond Greenwashing

Authors: Aldo Bolognini Cobianchi

Published: 2022

Publishing House: Hoepli

ISBN: 9788836004362

Language: Italian

Sustainability is an increasingly central theme in the contemporary world, but it is often misunderstood or superficially understood. Few possess a complete understanding of this widely used term. This book is therefore intended as a real handbook for young entrepreneurs, offering an in-depth analysis of sustainability from the perspective of communication and marketing. It aims to clarify the topic, providing practical tools and essential knowledge for those who wish to integrate sustainability into their business activities.

It is a concept that can relate as much to how we act as to how we live, produce and consume, and it is very important to communicate it properly in order to avoid “greenwashing,” which is the business communication strategy that aims to build adeceptively positive image.

Another pillar of the book is theanalysis of Italian regulations and international laws that affect sustainability. These regulations are crucial for companies that operate on a global scale and must comply with different standards . The text provides a detailed overview of the main laws and regulations, illustrating how they affect business operations and offering guidelines on how to comply with them. In doing so, practical cases are analyzed and testimonials are given of companies that apply sustainability and communicate it effectively. Knowing and complying with these regulations not only helps to avoid penalties, but can also enhance a company’s reputation and increase consumer confidence.

The text also includes 100 key questions and answers to help organizations comply with ESG (environmental, social and governance) criteria , which are essential for maintaining market competitiveness.

Finally, it explores the requirements of the new non-financial (mandatory) section of sustainable, social and environmental budgets and the 17 Sustainable Development Goals of the United Nations 2030 Agenda.