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Mehr Substanz.",[],"h2",{"_key":47,"_type":36,"children":48,"markDefs":53,"style":54},"841f7681219c",[49],{"_key":50,"_type":40,"marks":51,"text":52},"e801b5085f62",[42],"Seit 27. September 2026 gelten neue EU-Vorgaben für Umweltaussagen. Mit der Richtlinie „Empowering Consumers for the Green Transition“, kurz EmpCo, werden die Anforderungen an Nachhaltigkeitskommunikation deutlich konkreter.",[],"normal",{"_key":56,"_type":36,"children":57,"markDefs":62,"style":54},"aaafc0b9e16e",[58],{"_key":59,"_type":40,"marks":60,"text":61},"6751cbbb336b",[],"Rund um EmpCo wird derzeit viel darüber gesprochen, welche Begriffe noch zulässig sind, welche Nachweise es braucht und wo Greenwashing beginnt.",[],{"_key":64,"_type":36,"children":65,"markDefs":70,"style":54},"3984ab6ffe0b",[66],{"_key":67,"_type":40,"marks":68,"text":69},"c83961701734",[],"Für Unternehmen mit Konsument*innen als Zielgruppe ist der Handlungsbedarf unmittelbar. Doch auch B2B-Unternehmen sollten ihre Nachhaltigkeitskommunikation nun genauer ansehen. Denn unabhängig vom unmittelbaren Anwendungsbereich der EmpCo bleibt die Glaubwürdigkeit von Umweltaussagen eine zentrale Frage der Unternehmenskommunikation.",[],{"_key":72,"_type":36,"children":73,"markDefs":78,"style":54},"a8bf22eab827",[74],{"_key":75,"_type":40,"marks":76,"text":77},"14f445de2053",[],"Bei Umweltaussagen zählt nicht allein, was ein Unternehmen sagen möchte. Entscheidend ist auch, welcher Eindruck durch die Kommunikation entsteht – und ob dieser Eindruck durch konkrete Fakten und Nachweise gedeckt ist.",[],{"_key":80,"_type":36,"children":81,"markDefs":86,"style":87},"2906613f3870",[82],{"_key":83,"_type":40,"marks":84,"text":85},"8199ef03b05a",[42],"Welchen Eindruck vermitteln wir – und können wir ihn belegen?",[],"h3",{"_key":89,"_type":36,"children":90,"markDefs":95,"style":54},"b626d5b257ce",[91],{"_key":92,"_type":40,"marks":93,"text":94},"336a3efd92e9",[],"Begriffe wie „nachhaltig“, „grün“, „umweltfreundlich“ oder „klimafreundlich“ waren kommunikativ ohnehin schon anspruchsvoll. Jetzt steigen die Anforderungen, klarer zu sagen, was tatsächlich dahintersteht.",[],{"_key":97,"_type":36,"children":98,"markDefs":103,"style":54},"1f64976e8af1",[99],{"_key":100,"_type":40,"marks":101,"text":102},"fcc1d81d0963",[],"Das betrifft auch den Gesamteindruck, der durch Sprache, Bilder, Zahlen und Botschaften entsteht. Denn selbst visuelle Elemente können eine Umweltaussage transportieren.",[],{"_key":105,"_type":36,"children":106,"markDefs":111,"style":54},"1e46388c0e4a",[107],{"_key":108,"_type":40,"marks":109,"text":110},"ff3bb89b495c",[],"Eine glaubwürdige Nachhaltigkeitskommunikation muss deshalb über einzelne Formulierungen hinaus betrachtet werden.",[],{"_key":113,"_type":36,"children":114,"markDefs":119,"style":87},"d7c86efd4833",[115],{"_key":116,"_type":40,"marks":117,"text":118},"5ed3f01d3ce5",[42],"Für Unternehmen ist das mehr als eine Frage einzelner Formulierungen",[],{"_key":121,"_type":36,"children":122,"markDefs":127,"style":54},"697a880e338e",[123],{"_key":124,"_type":40,"marks":125,"text":126},"9b11d2e3c9f8",[],"Nachhaltigkeitskommunikation muss zu dem passen, was ein Unternehmen tatsächlich leistet und belegen kann. Das verlangt Klarheit und Abstimmung zwischen Geschäftsführung, Nachhaltigkeitsverantwortlichen und Kommunikation.",[],{"_key":129,"_type":36,"children":130,"markDefs":135,"style":54},"377bd5b4bd78",[131],{"_key":132,"_type":40,"marks":133,"text":134},"6ad78063cd7d",[],"Wer belastbare Maßnahmen, Daten und Fortschritte vorweisen kann, muss Nachhaltigkeitskommunikation deshalb nicht zurückfahren.",[],{"_key":137,"_type":36,"children":138,"markDefs":143,"style":54},"d09e04e48d58",[139],{"_key":140,"_type":40,"marks":141,"text":142},"5e17ab7a0d10",[],"Im Gegenteil.",[],{"_key":145,"_type":36,"children":146,"markDefs":151,"style":54},"2e93ed7e4265",[147],{"_key":148,"_type":40,"marks":149,"text":150},"bab89093e5c0",[42],"Weniger Grünsprech. 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Entspricht der Eindruck, den die Unternehmenskommunikation vermittelt, dem, was Daten und Fakten hergeben?",[],{"_key":169,"_type":36,"children":170,"markDefs":175,"style":54},"e42b3e815a51",[171],{"_key":172,"_type":40,"marks":173,"text":174},"11dbe1d98253",[],"Und wo können Unternehmen konkreter über das sprechen, was sie bereits leisten?",[],{"_key":177,"_type":36,"children":178,"markDefs":183,"style":54},"71803bb1b9dd",[179],{"_key":180,"_type":40,"marks":181,"text":182},"c3c5b2c4ba55",[],"Denn Greenhushing, also das bewusste Zurückhalten von Nachhaltigkeitsinformationen aus Sorge vor Kritik oder Greenwashing-Vorwürfen, ist keine überzeugende Alternative zu Greenwashing.",[],{"_key":185,"_type":36,"children":186,"markDefs":191,"style":54},"0455009ead32",[187],{"_key":188,"_type":40,"marks":189,"text":190},"a09aeea3e4a0",[],"Bei P& beschäftigen wir uns intensiv damit, wie Unternehmen ihre Nachhaltigkeitskommunikation unter den neuen Rahmenbedingungen glaubwürdig, verständlich und belastbar weiterentwickeln können.",[],{"_key":193,"_type":36,"children":194,"markDefs":207,"style":54},"6b4bf5f9b327",[195,199,203],{"_key":196,"_type":40,"marks":197,"text":198},"f0c3e640cc13",[],"Dafür haben wir den ",{"_key":200,"_type":40,"marks":201,"text":202},"a6dd8f35c76b",[42],"P& Greenwashing-Monitor",{"_key":204,"_type":40,"marks":205,"text":206},"fe9e74d1b4a3",[]," entwickelt. 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