TourMaG inaugurated, on May 29th, a brand-new event for members of its MemberShip Club.
A webinar led by one of its experts and devoted to a topic that has become essential for the players in tourism: responsible communication and the promotion of CSR commitments.
It was therefore Camille Le Guilloux, trainer in marketing and responsible communication and a columnist for TourMaG, who led this session of decryption of best practices for communicating about environmental actions without falling into the traps of greenwashing.
During this presentation, participants were notably able to revisit the central role of communication in the support of the ecological transition.
The speaker reminded that responsible communication is not limited to promoting CSR actions, but also involves questioning the impact of the messages conveyed and their coherence with the company’s real commitments.
A webinar led by one of its experts and devoted to a topic that has become essential for the players in tourism: responsible communication and the promotion of CSR commitments.
It was therefore Camille Le Guilloux, trainer in marketing and responsible communication and a columnist for TourMaG, who led this session of decryption of best practices for communicating about environmental actions without falling into the traps of greenwashing.
During this presentation, participants were notably able to revisit the central role of communication in the support of the ecological transition.
The speaker reminded that responsible communication is not limited to promoting CSR actions, but also involves questioning the impact of the messages conveyed and their coherence with the company’s real commitments.
CLICK ON THE ATTACHED FILE BELOW TO DOWNLOAD THE WEBINAR PRESENTATION
Webinaire_RSE_MembershipClubByTourMaG.pdf
(3.28 MB)
Four Golden Rules for Showcasing Your Commitments
The webinar also allowed revisiting the “four golden rules” of responsible communication: relying on tangible evidence, measuring the impacts of messages, respecting all stakeholders, and ensuring coherence between the displayed commitments and the actions taken.A large portion of the session was devoted to greenwashing, defined as any communication likely to mislead the public about the reality of environmental performance of a product, a service, or an organization.
The consequences can be significant: loss of consumer trust, damage to reputation, legal risks and a slowdown of the ecological transition.
To avoid these pitfalls, several recommendations were shared, notably the need to prioritize quantified data, to nuance certain environmental terms, and to be transparent about the limits of the undertaken efforts.
In conclusion, Camille Le Guilloux invited professionals to prioritize sincerity and progress over perfection, while cautioning against another emerging risk: greenhushing, which involves stopping all communication about environmental initiatives for fear of criticism.
As a bonus, here is the link to the video on the eco-design of print materials mentioned during the webinar : www.youtube.com/watch?v=HrtYDNT4_7M
Published by Amelia Brille TourMaG.com Editor See all articles by Amelia Brille
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