{"id":429,"date":"2023-09-24T10:25:33","date_gmt":"2023-09-24T10:25:33","guid":{"rendered":"https:\/\/www.colibri-research.de\/?p=429"},"modified":"2026-08-24T17:03:04","modified_gmt":"2026-08-24T17:03:04","slug":"sustainability-communication-a-balancing-act","status":"publish","type":"post","link":"https:\/\/www.colibri-research.de\/en\/sustainability-communication-a-balancing-act\/","title":{"rendered":"Sustainability Communication &#8211; A Balancing Act"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"429\" class=\"elementor elementor-429 elementor-332\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-086246b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"086246b\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-17d9f20\" data-id=\"17d9f20\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-32a33a3 elementor-widget elementor-widget-text-editor\" data-id=\"32a33a3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><a href=\"https:\/\/www.colibri-research.de\/en\/#news\">&lt; Back to news<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1946aa3 elementor-widget elementor-widget-heading\" data-id=\"1946aa3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Sustainability Communication - A Balancing Act<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a69f928 elementor-widget elementor-widget-text-editor\" data-id=\"a69f928\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Only a few &#8216;green&#8217; innovations manage to successfully enter the mass market. This is confirmed by the research project &#8216;Diffusion Paths for Sustainability Innovations&#8217; by Klaus Fichter and Jens Clausen, which highlights numerous obstacles on the path to mainstream adoption. A critical barrier to market success lies in the ineffective marketing of sustainability.<\/p><p>Finding the right codes for marketing sustainable products or companies is challenging:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-d8960d8\" data-id=\"d8960d8\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-483512d elementor-invisible elementor-widget elementor-widget-image\" data-id=\"483512d\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;motion_fx_motion_fx_scrolling&quot;:&quot;yes&quot;,&quot;motion_fx_range&quot;:&quot;viewport&quot;,&quot;_animation&quot;:&quot;fadeInUp&quot;,&quot;motion_fx_devices&quot;:[&quot;desktop&quot;,&quot;tablet&quot;,&quot;mobile&quot;]}\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"533\" src=\"https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/03\/iStock-1454792457_kl.jpg\" class=\"attachment-large size-large wp-image-1093\" alt=\"\" srcset=\"https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/03\/iStock-1454792457_kl.jpg 800w, https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/03\/iStock-1454792457_kl-300x200.jpg 300w, https:\/\/www.colibri-research.de\/wp-content\/uploads\/2020\/03\/iStock-1454792457_kl-768x512.jpg 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d0bdd3a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d0bdd3a\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9f5ba69\" data-id=\"9f5ba69\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8360bd9 elementor-widget elementor-widget-text-editor\" data-id=\"8360bd9\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li><em>Greenwashing<\/em> derives from the analogy of &#8216;whitewashing,&#8217; a term that describes the clever concealment of building flaws by painting over them with white paint. In marketing, greenwashing refers to strategies in which companies, brands, or products are intentionally portrayed as more environmentally friendly, sustainable, or socially responsible than they are. Especially consumers with a sustainable lifestyle have become particularly sensitive to signs of greenwashing today.<\/li><li><em>Greenhushing<\/em> describes communication in which less sustainable actions or product benefits are presented than exist. This type of communication is often driven by the fear of being perceived as greenwashing and generating negative PR. The goal of greenhushing is to avoid addressing complex issues and activating consumers&#8217; guilt, as they might completely refrain from consumption.<\/li><li><em>Greenvocalism<\/em> refers to the communication of environmentally friendly and sustainable products or social initiatives by companies that genuinely practice sustainability. This requires a delicate balance, as even here, incorrect emphasis can easily be placed in visual and verbal codes.<\/li><\/ul><p>Only with a thorough understanding of sustainable products and initiatives AND how they are perceived by their target audiences does the communicative balancing act lead to success<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-669d02f elementor-widget elementor-widget-text-editor\" data-id=\"669d02f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><a href=\"https:\/\/www.colibri-research.de\/en\/#news\">&lt; Back to news<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Only a few &#8216;green&#8217; innovations manage to successfully enter the mass market. This is confirmed by the research project &#8216;Diffusion Paths for Sustainability Innovations&#8217; by Klaus Fichter and Jens Clausen, which highlights numerous obstacles on the path to mainstream adoption. A critical barrier to market success lies in the ineffective marketing of sustainability.<\/p>\n","protected":false},"author":2,"featured_media":1093,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-429","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-unkategorisiert"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Sustainability Communication - A Balancing Act - COLIBRI Research<\/title>\n<meta name=\"description\" content=\"Colibri-Research-Customer Centricity, Stellen Sie Ihre Kunden in den Mittelpunkt, Persona Development, Markenf\u00fchrung &amp; Strategie, Innovation &amp; Kommunikation\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.colibri-research.de\/nachhaltigkeitskommunikation-eine-gratwanderung\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sustainability Communication - A Balancing Act - COLIBRI Research\" \/>\n<meta property=\"og:description\" content=\"Colibri-Research-Customer Centricity, Stellen Sie Ihre Kunden in den Mittelpunkt, Persona Development, Markenf\u00fchrung &amp; 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