
Directive (EU) 2024/825, Empowering Consumers for the Green Transition (EmpCo), raises the bar for environmental claims by strengthening protection against misleading practices and greenwashing. Although primarily focused on B2C, it can also be relevant for B2B companies when their communications reach consumers or are used in consumer-facing contexts.
If you are responsible for Sustainability, Communication, Corporate/Public Affairs, or are part of the C-suite, and your company communicates sustainability-related commitments progress, products, partnerships or solutions, EmpCo introduces a broader question:
EmpCo changes the rules for environmental communication. But it also creates an opportunity.
When broad claims are no longer enough, evidence becomes a differentiator. Companies that can demonstrate real progress, credible plans and measurable outcomes can strengthen trust, stand out from competitors and position themselves as sustainability leaders.
The winners will not be those making the boldest claims, but those best able to prove real progress.