Summary:
While many companies still aren't being conscious enough of their impact, those companies which are doing good are often accused of greenwashing? Why? And is talking about ESG likely to do more damage to your brand than not talking about it all? Today more than ever, company owners and brand guardians need to know how to talk about the good stuff their doing - without overclaiming or without being too shy.
So, how do you avoid greenwashing your language ?
In this digital session, Chris West will help you to understand how you can write about your company's activities more convincingly, leading to greater brand appreciation and no loss of audience engagement.
What you’ll learn:
- Drawing on real-life examples, Chris will help you understand 3 classic mistakes that many companies are still making in their language when talking about ESG.
- 3 'best practices' for avoiding greenwashing your language, based on some of the best examples around.
- How to control your brand's voice and align your teams in it, so that it stays consistent but is flexible enough to respond to different channels, challenges and moments.
Speaker:
Chris West is the founder of the brand language agency Verbal Identity and author of the #1 best-selling book on creating an impactful brand tone of voice, "Strong Language: The Fastest, Smartest, Cheapest Marketing Tool You're Not Using."
With an engaging and conversational presentation style, Chris’s lively sessions encourage participation and involvement, enhancing both how much participants enjoy the sessions and how much they take away with them to apply as soon as they get back to their desks.