Buzzwords and Greenwashing: Local and International Case Studies
Save the Planet is no longer enough, as highlighted in the third Haiku (Green) Dialogues, the industry must refresh awareness and educate on responsible communication.
According to a 2023 study by the UK-based independent network of communication professionals, more than 40% of marketing and communications experts admitted they lack the necessary skills to communicate sustainability effectively. Meanwhile, half of the respondents acknowledged that they don’t know how to approach the topic and engage citizens and consumers correctly (Gill Willson).
These findings set the stage for the third edition of the Haiku Dialogues, opened by Karla Andrić, communications consultant, founder of Haiku Communications, and European Climate Pact Ambassador. The event's goal was to initiate a conversation on responsible communication by analyzing the phenomenon of greenwashing through concrete examples of both Croatian and international campaigns.
“The goal is not to call out but to learn and support brands, agencies, media, and everyone who wants to be part of the change, Andrić emphasized. She added that this can only be achieved through education, knowledge-sharing, and connection, not by using phrases that have lost meaning due to overuse.”
Regulations and Transparency in the EU
The dialogues also demonstrated how Haiku’s business practice operates. By connecting with specialized independent experts, a collective is formed that ethically approaches problem-solving. Karla Alfier, a consultant for sustainability regulations and their implementation in business, highlighted existing and new EU directives, confirmed examples of greenwashing through the lens of regulation, and emphasized the importance of knowledge exchange.
Positive Examples from the EU Climate Pact
Dino Galinović, a member of the EU Climate Pact Secretariat and a communications advisor at Ecorys, presented positive examples of climate initiatives led by individuals and communities across Europe. He stressed that every activity must be based on real, measurable actions that deliver concrete results and encourage the participation of as many citizens as possible.
The event brought together experts from the media, small businesses, banking, retail, the beauty industry, multinational corporations, the public sector, and NGOs. It was supported by the Croatian coordinator of the European Climate Pact, the Society for Sustainable Development Design, and the Croatian Public Relations Association, which promoted the event through the Carpe Diem program.
The fourth Haiku Dialogue is scheduled for June, and registrations for participation are already open.
Photograph: Sanjin Kaštelan