But why should one communicate one's own CO2 compensation performance?
1. expectations are rising
And this is true in both the private and corporate spheres. People from Generation Z in particular expect corporate values and goals to be communicated. They compare these with their own values and make a purchasing decision on the basis of how well they match up.
2. climate protection is becoming increasingly important in private life
This is not only shown by movements like Fridays for Future. A study by Utopia, for example, shows that the label "climate neutral" on a product inspires confidence among the majority of respondents (72 percent). For the overwhelming majority of respondents (82 percent), such offers are also proof that a company is actively committed to climate protection.
3 Transparency as the top priority
If a company decides to publicly communicate its CO2 compensation performance, it should consider a suitable communication strategy before doing so. After all, accusations of greenwashing are often quickly made. To avoid this, for example, the transparency of the compensation amount compared to the actual emission amount can be in the foreground of the communication.
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