October Community Huddle: The FFM Community came together to hear from industry experts to explore and address the complexities of effective communication around health and sustainability.
The session highlighted the need for clear, honest messaging that resonates with audiences, showcasing human impact as a key storytelling tool. Our panel of experts stressed the importance of combining creativity with verified data to build credibility and align sustainability efforts with business strategies. We also explored maintaining transparency, avoiding vague claims, and navigating the space between greenwashing and green hushing in sustainability communications.
CALLS TO ACTION FROM OUR GUEST SPEAKERS:
Guy Parker, Chief Executive of the Advertising Standards Authority: “The ASA system offers a wealth of advice that can help navigate the significant space between greenwashing and green hushing, I encourage everyone to look into this.” More information here: Environmental Claims in Food Advertising
Julia Glotz, Food & Drink Writer and Editor, ex The Grocer: “Look beyond press releases and navigate the spectrum between green hushing and greenwashing. If your organisation is hesitant, start with small steps, such as writing a letter to the editor or contributing a brief commentary to a report. There’s no need for a live broadcast interview about your sustainability strategy right away; take your time and address the issue gradually.”
Katrina Anderson, Principal Associate, Mills & Reeve: “Be honest in your communications and consider how your message is perceived by your audience. Set aside your own viewpoint and the legal aspects momentarily; focus on your audience’s understanding. Ask yourself if the message is fair and honest from that perspective.”
Lucy Hunt, Communications Director, Compass Group UK&I: “If your message is based on facts and supported by data, be brave and embrace it. Have open and honest conversations. Discussing the challenges and difficulties is just as important and interesting as sharing success stories.”
Marie Rumsby, Director of Communications and Advocacy, Fairtrade Foundation: “Focus on sharing human impact stories to engage your audience and emphasise solutions, helping to connect people to your message.”
Learn more about FairTrade’s new campaign, ‘Be the Change,’ which celebrates the positive impact that millions of people in the UK have on farmers and agricultural workers overseas by choosing Fairtrade products.
USEFUL LINKS:
- WATCH: HFSS in depth: how will the new rules change shopper behaviour?
- Will ASA research herald the end of ‘green’ fresh imagery?
- ASA clamps down on ‘anxiety’ claims made by supplement brands
- How to safely follow the Green Claims Code
- Compass strides forward in health and wellbeing
- Compass boosts vegetable procurement efforts as healthy meals top the menu
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WHAT IS A COMMUNITY HUDDLE?
Peer networking, community building and knowledge transfer events with experts in the room. The first half of a Community Huddle is recorded and available On Demand for our community to access anytime. Each session includes a safe space place for the Membership Community to ask questions (unrecorded).
Register Now: Food System Transformation November Huddle: Disruptors