From September 2026, the new EU Directive on environmental claims changes the rules. Terms like "green", "eco" or "sustainable" can no longer be used freely — every claim must be specific, verifiable and documented. Swiss companies operating with the European market are already in the impact zone.
The reaction of many? Silence. Rather than risk accusations of greenwashing, they say nothing at all. But staying quiet isn't a strategy — it's giving up a real competitive advantage.
The real answer is to communicate better, not less:
- Facts, not intentions. What you've already done, not what you'd like to do.
- Numbers, not adjectives. '–30% emissions since 2022' is worth more than any slogan.
- Consistency over time. Sustainability isn't a campaign — it's a story built through concrete actions.
For Swiss brands — accustomed to high standards of quality and transparency — this isn't an obstacle. It's familiar ground, if you have the right tools to navigate it.
Want to find out how to communicate your brand's sustainability without risk? Let's talk.