Sustainability & ESG

Challenge an environmental claim

Responsible communications Emma LAURENT Verification framework

Practical example

YOUR SITUATION

A campaign is ready to launch. The claim goes too far.

You are preparing a marketing campaign with Emma LAURENT, Marketing Manager. She proposes the message “A 100% eco-friendly solution.” The only supporting evidence is a 20% reduction in packaging material compared with the previous version. The product’s other impacts have not been documented. The campaign must be presented tomorrow.

YOUR COUNTERPART

Emma LAURENT

Marketing Manager

Launch of a new offer
Mindset
Enthusiastic, focused on the impact of the message
Primary expectation
Keep a strong claim for the launch

YOUR MISSION

Clarify the claim, separate established facts from unsupported conclusions, and propose a verifiable message before approval.

Your room to maneuver

The figures are fictional and specific to this exercise. You can propose wording limited to the packaging, subject to verification of the calculation and its scope. In this scenario, publication requires approval from the relevant teams.

YOUR FRAMEWORK FOR THE CONVERSATION AND REVIEW

From claim to evidence

A framework for building a responsible, evidence-based message.

  1. Clarify the claim

    Identify how the audience could interpret the message.

  2. Review the available evidence

    Check the source, comparison, and scope of the data.

  3. Adjust the wording

    Limit the claim to what the evidence actually supports.

  4. Get approval before publication

    Submit the message and supporting evidence to the relevant teams.

Difficulty Intermediate

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Fictional practice example · Preparation sheet