VMCS Emphasizes the Importance of Communication for Sustainability and Not Getting Trapped in Greenwashing
MIX MarComm Magazine, part of the SWA group, held a discussion entitled “2025 Communication Strategy Trends: Greenwashing versus Communication for Sustainability,” which was held on Wednesday, December 18, 2024, 13.00-18.30 WIB in the Prof. Auditorium and Performance Hall. Dr. Djayusman LSPR Campus B, Jakarta.
Elvera N. Makki, Founder and CEO of VMCS, was one of the speakers at this seminar. In her presentation on PR VS GREENWASHING, Elvera discussed how the greenwashing phenomenon could potentially destroy public trust in companies that carry out sustainability initiatives. The presentations and discussions at this event are relevant not only for PR practitioners but also for all business people who want to strengthen their role in realizing authentic and meaningful sustainability.
Elvera explains how a company can be caught in greenwashing practices. According to her, there is a fine line between genuine sustainability efforts and claims that are excessive or not supported by substantial evidence. In this context, companies need to understand the extent to which sustainability claims can be validated and accepted by the public and how to ensure that the initiatives undertaken have a real impact.
One of the presentation’s focus was communication strategies for campaigning sustainability initiatives. This aims to ensure that companies not only create positive social and environmental impacts but also maintain their credibility in the eyes of the public. Elvera provides guidance on how companies can design communication strategies that are ethical, transparent, and oriented toward long-term impact, thereby avoiding the risk of greenwashing.
Elvera explained, “Aside from the risk of decreasing credibility and public trust, the risk of greenwashing or unvalidated claims can have a financial impact. In many developed countries, greenwashing risks being subject to expensive fines, where the relevant financial authority or government imposes fines. Additionally, if greenwashing harms consumers, the company will incur many more costs in dealing with lawsuits and protracted legal proceedings in court. Coupled with netizens’ opinions during the process, the company risks experiencing additional crises from digital public insults whose traces are difficult to erase.”
VMCS also explains how sustainability has become a growing trend and is becoming one of the main pillars in corporate communications strategies today and is relevant in the future. “Companies that can understand and apply sustainability principles consistently will find it easier to gain the trust of consumers and stakeholders, as long as they understand the signs. VMCS has the expertise and insight to help companies execute sustainability communications strategies,” concluded Elvera.