ESG and Communication: from the risk of greenwashing to competitive advantage for companies
How is sustainability communication changing in light of the new regulatory framework on greenwashing?
And how can companies turn their ESG commitments into concrete actions, communicating them in a transparent and credible way?
These were some of the key topics addressed during the workshop “ESG and Communication: from the risk of greenwashing to competitive advantage for companies”, held as part of FARETE 2026 in Bologna.
The event brought together multidisciplinary expertise and contributions from companies operating across different sectors of the Italian economy, providing businesses with practical insights and tools for action. Gian Luca Fariselli, Group Communications Director at Scm Group, shared the Group’s experience, focusing on the impact of the new regulations on corporate communication and Scm Group’s approach to ESG.
Fariselli highlighted some key differences between product-focused communication, where “every environmental claim must be supported by technical evidence,” and communication more closely related to the brand and its values, for which “the new decree can be an important driver towards greater transparency and greater accuracy in communicating the corporate purpose and values.”
In both cases, as highlighted by Fariselli, the approach to communication must be rigorous and transparent, and always supported by concrete actions: from the environmental and social initiatives implemented by the Group – such as the Plastic Free and Paperless projects, the expansion of photovoltaic installations, and initiatives focused on training and gender equality – to the development of technologies aimed at reducing energy consumption and Life Cycle Assessment (LCA) studies.
Thank you to FARETE for giving us the opportunity to share Scm Group’s experience and engage with experts and companies from different sectors on a topic that is becoming increasingly central to businesses: communicating sustainability in a rigorous, transparent and credible way, while continuing to effectively communicate the value of the actions being taken.
