Production chain or the way in which the product is produced, so that the Fax Lists consumer can easily form an idea. When it comes to the benefit for the customer, sustainability alone is often not sufficient as a purchase motive. Respond to a relevant customer need. For example, use sustainability as a reason Fax Lists to believe for your product. 4. Be Measurable Make the promise you make measurable and verifiable. Think, for example, of the amount of CO2 emissions, the level of remuneration for production employees or slave-free production Fax Lists For example, the Holie brand shows which specific projects it supports. Be honest if something is not fully verifiable. For exampl. Tony Chocolonely is honest about the fact that the production is Fax Lists not yet 100% slave free. 5. Don't promise more than you deliver If you promise more than you deliver and the consumer realizes this, you have an acute credibility problem. It may seem obvious that you don't promise more than you Fax Lists can deliver, but many companies cross borders. There are also gray areas that you need to be honest about. Think of Hunkemöller , Fax Lists which has recently become discredited in Germany . But the sustainability claims of multinationals also sometimes leave something to be desired, according to a study by the NewClimate Institute and Carbon Market Watch. Be aware of the image gap in sustainability communication . The moment your Fax Lists communication about sustainability is too progressive or deviates too far from the existing image that consumers have of you, you run the risk that the message is seen as greenwashing. This while the message may be correct. So it is Fax Lists sometimes better to dose the message. Credible or not? Consumers believe that the sustainability communication of companies is not yet in order. Sustainability promises are often still found to be implausible and the sustainability Fax Lists policy is often unclear. Consumers are becoming more critical, including journalists.