Case Study: External climate communication that is effective and authentic at the same time

How ClimateMind training helps communications managers motivate external stakeholders to take action while avoiding greenwashing.

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Project period: September 2024

Client: Business network in the Düsseldorf area

Target group: Sustainability and communications officers and members of senior management from 12 companies

Format: One-day training course on authentic external climate communication (two runs)

Initial situation

How can companies structure their external climate communication in such a way that it truly motivates external stakeholders to change their decisions and behavior - while avoiding greenwashing? This question was discussed by executives from various companies in the Düsseldorf area.

ClimateMind's approach

ClimateMind conducted a highly needs-oriented one-day training course with the following key components:

Critical reflection on how companies have communicated so far. What was effective and what was not?
Sharpening awareness through interactive exercises on recognizing and avoiding greenwashing.
Step by step toward the goal by getting to know and training with the “external climate communication” canvas - a tool developed by ClimateMind for planning and reflecting on effective external communication projects related to climate issues.

Results & Impact

Confidence in action: Thanks to a clear planning structure, participants feel more confident in dealing with external climate communication.
Awareness of greenwashing: Participants now have a clear understanding of what constitutes greenwashing and what does not. This enables them to avoid it.
Strengthened communication skills and assured transfer: Participants developed new approaches for credible and effective communication projects within their own organizations.

Relevance for other decision-makers

Whether internationally active corporations or regional medium-sized companies:

Psychology as a key ingredient: If you really want to mobilize your stakeholders to help shape change, psychology is essential.

The ClimateMind approach makes psychological knowledge practical and helps to avoid greenwashing and achieve real impact.

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