How to Turn an ESG Strategy into a Public Message

By Tamara Bekčić, Director and Co-Founder, Chapter 4 Communication Consulting 

The concept of green communication emerged in the late 1980s and early 1990s, alongside the development of environmental marketing, the strengthening of environmental movements, and the introduction of the first major environmental protection regulations. At the beginning of this century, it expanded into the field of corporate responsibility, and over the past decade it has become closely linked with ESG topics, sustainability, regulatory frameworks, and reputational risk. Today, green communication represents the way organizations present their activities, goals, and results in the fields of environmental protection and sustainable development. All messages communicated to the public by companies, institutions, or professionals must be based on facts and measurable results, without exaggeration and presented in a context that is not misleading. The ESG framework helps organizations define strategies and report on their environmental, social, and governance impact. Green communication determines how these goals and results are communicated to the public, investors, and regulators. The global document Rome Declaration on Responsible Green Communication emphasizes that ESG communication must be an integral part of business strategy, rather than an occasional marketing message. Responsibility applies to both internal and external communication, as well as to the media, which play a crucial role in accurate reporting and shaping public discourse on these topics.

Communication in this field becomes problematic when it is used without real changes, when it relies on vague terms (“eco,” “green,” “natural”), when it serves to conceal the status quo, or when it lacks support in strategy and measurable data. Greenwashing refers to the practice of creating a false impression of sustainability through unclear and suggestive statements, visuals, and selective reporting on certain parts of business operations. It is often recognized through vague claims without supporting evidence. The ethics of green communication, as defined by the Rome Declaration on Responsible Green Communication, insist on measurable, transparent, and truthful data, thereby reducing the risk of greenwashing. Greenhushing refers to the intentional avoidance of communicating sustainability achievements. Although many companies make real progress, they may fear reactions from investors, regulators, or consumers—especially when set goals have not been fully achieved and there is a risk of attracting negative attention. While motivated by caution, this approach weakens broader discussions on sustainability because it limits the exchange of best practices and reduces transparency. It is becoming increasingly common due to more complex regulatory frameworks, growing pressures, and policies in certain countries, such as the United States, where climate change or the importance of equality, diversity, and inclusion is sometimes questioned.