Free Resource
Green Claims Messaging Guide
Discover how to accurately communicate your sustainability initiatives as a tourism business.
Sustainability communications can strengthen your brand, but only if they’re clear and trustworthy. Travelers increasingly want sustainable travel options, but they’re also increasingly skeptical of marketing messages they perceive as misleading.
This Green Claims Messaging Guide is a practical reference for communicating your sustainability efforts credibly and effectively. It highlights common greenwashing pitfalls and shows how to communicate your environmental initiatives in ways that help travelers understand the positive steps your company is taking. It also reflects best practices aligned with emerging regulations, including the EU Empowering Consumers (EmpCo) Directive.
A simple guide, including tips related to:
- Making green claims like sustainable, regenerative, or eco-friendly
- Sharing your positive impact without misleading consumers
- Carbon neutral claims and talking about climate commitments and carbon offsets
- Creating messaging that builds trust, not skepticism
- And more!
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