Integrating Sustainability and Social value creation in positioning
Elaborating sustainability positioning to ensure compliant environmental claims
November 2025
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Talking about Sustainability and Social value creation
Agenda
- Why Talking about Sustainability?
- Reminders on brand positioning
- How Sustainability can be integrated into positioning?
- Sustainability claims
- Legal Considerations
- How to avoid greenwashing claims?
- How are we a force with Nature? Highlighting tangible examples
- Content review and approval workflow
- Q&A
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Talking about Sustainability and Social value creation
Why talking about Inclusion and Sustainability?
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Why talking about Inclusion and Sustainability?
Companies make profit, stakeholders expect more
- Regulatory Compliance: To understand companies impact on Environment and society as well as ensuring business ethics, there are mandatory reporting and compliance with DEI & ESG laws in various geography (EU regulations, US federal and state laws).
- Risk Management: having strong DEI and ESG policies mitigate risks associated with non-compliance, public backlash and legal actions.
- Market Demand: Increasing consumer and investor demand for transparency, and ethical practices. Talking about DEI and overall ESG enhance our reputation and meet customers’ and stakeholders' expectations.
- But above these elements, there is also a business imperative there and a strong alignment of Sustainability and Inclusion with the purpose and strategy of Envu
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Creating extra-financial value, at a glance
Social value creation Diversity, Equity and Inclusion (DE&I) Labor and Human Rights Talent development Supply Chain Management Safety Community impact
Governance & Ethics Stakeholder engagement Compliance (Anti-bribery, fraud, relationship with governments) Risk management
Environment Biodiversity and ecosystem Carbon emissions Natural resources (eg water, waste) Product stewardship Portfolio stewardship
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Inclusion & Belonging & Sustainability proofpoints
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Inclusion & Belonging and Sustainability at core of our Master Brand Campaign
Talking about Sustainability and Social value creation
Reminders on positioning
Aligning concepts
What exactly is positioning?
Positioning is a fundamental concept in marketing that involves creating a unique identity for a product or service.
Essentially, it determines how you want your target audience to perceive your offerings and serves as an essential guiding light for marketing and sales efforts.
By strategically positioning your product or service, you can create a lasting impression in the minds of customers and drive long-term success.
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Positioning
Cohesion and coherence across the board
The ability to clearly articulate the key benefits of your product and the problem it solves to a well-defined audience is critical to business success. When a positioning is defined, everyone who is involved with the product must live by that.
Getting the entire team on the same page with positioning will ensure that customers and prospects are hearing the same thing from us.
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Positioning
Roles & Responsibilities
Positioning is primarily driven by Product Managers, who have a deep understanding of the product’s functionalities and how to align these features with market demands. It starts with the Product Label defined by Regulatory Affairs team based on Regulatory Requirements. Positioning gives direction to a brand's journey and informs the collaborative work with other key functions:
- Provide more clarity to customers Sales Team
- Help differentiate you from the competition Innovation Team
- Support the right pricing for the products Pricing Team
- Make strategic and creative decisions in the right direction Branding / Activation Teams
- Guide the creation of laser-focused messages Activation Team
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Positioning
How to set up a brand
Resources Available on the Lighthouse
1. Define the target audience Including their needs, challenges and motivators 2. Build the Brand Benefit Ladder Clarifying the attributes and benefits, with the main positioning themes and reasons to believe 3. Build the Brand Benefit Edge Emphasizing what makes the brand stand out and appeal to customers, with a positioning core statement
- It’s a key responsibility for Portfolio to define positioning with precision in the integrated campaign process as it will guide marketing activation team in the elaboration of messaging
Talking about Sustainability and Social value creation
How Sustainability can be integrated into positioning?
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How Sustainability can be integrated into positioning?
Reminders on Positioning R&R
Marketing & Sales
Regulatory
Portfolio
Regulatory teams work on the product label to define what can be written on the label based on regulatory requirements
Marketing Activation teams translate the positioning in mesaging and claims, respecting provided guidance, and communicate it with Sales team
Portfolio teams (with BS&C support) define the positioning of the product based on the label
- Portfolio’s responsibility is key in determining the positioning of the product on its different market, starting from regulatory requirements.
- As the positioning will define the strategic identity of the product on the market and how we would like it to be perceived by our targeted audience, Portfolio teams need to assess the relevance of including Sustainability elements in their positioning when relevant.
- Sustainability elements in positioning can be:
- Health and safety statements
- Environmental statements
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“As Chief Sustainability Officer, I want to emphasize that integrating the sustainability profile of a product into its positioning is not just a best practice - it’s a necessity.Accurately reflecting a product’s environmental and social impacts helps us build credibility and trust with customers, regulators, and investors.
Misrepresenting or overstating sustainability benefits, even unintentionally, can expose the company to greenwashing risks, damage our brand reputation, and lead to regulatory penalties.
By grounding our marketing in verified sustainability data and transparent claims, we ensure our messaging is both responsible and resilient in an increasingly scrutinized market.”
Marine Sanouiller – Chief Sustainability Officer
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How Sustainability can be integrated into positioning?
From Edison to Power BI POSA report
Edison Innovation Pipeline report – POSA report
Edison
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How Sustainability can be integrated to positioning?
How to integrate sustainability elements in positioning? - POSA
- The Portfolio Sustainability Assessment (POSA) is our methodology to assess product benefits and risks
- Based on your product score, you can develop or not health and safety benefits and/or packaging and waste management or carbon footprint benefits and/or environmental benefits.
- A Guidebook has been developed by Sustainability team to provide you with detailed guidance to develop the product based on the different KPIs leveraged for the scoring: POSA guidebook
- Regulatory team, Sustainability team and BS&C team keep on partnering with you
What is the POSA score of the product?
PIONEER (A A+) or STRAIGHT PERFORMER (B)
CHALLENGED (C-)
CHALLENGED (C--)
The product has priority 2 risks, described in the detailed POSA assessment. Possible to develop Health and Safety or Environmental positioning, if it is targeted with caution, depending on product profile (see bellow)
The product has priority one (most impactful) risks, described in the detailed POSA assessment. DO NOT include Health& Safety or Environmental benefits as part of product positioning
The product has a neutral sustainability impact (B) or measured sustainability benefits (PIONEER) We encourage you to develop those sustainability benefits as part of positioning, following the guideline bellow
Health and Safety benefits
Health and Safety benefits
Health and Safety benefits
Environmental benefits
Environmental benefits
Environmental benefits
Packaging & Waste management or carbon footprint benefits
Packaging & Waste management or carbon footprint benefits
Packaging & Waste management or carbon footprint benefits
Talking about Sustainability and Social value creation
Sustainability claims: how do we communicate on our impact?
Positioning x Messaging
They go hand in hand, but they’re different
Messaging derives from positioning, being the means through which you effectively communicate your positioning to your target audience.
Positioning is a strategic exercise that defines the unique value of a product.Messaging focuses on the tactical aspect of how
that value is communicated.
Positioning is a long-term strategy.Messaging is more immediate and adaptable, tailored to specific marketing campaigns and communication channels.
Positioning is internal, driven by Product ManagersMessaging is external, driven by Marketing Activation
Positioning is the ingredients
Messaging is the finished food
- To build compliant sustainability claims, it all starts with a Sustainability positioning, if relevant.
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Sustainability claims: how do we communicate on our impact?
Legal considerations
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Legal Considerations
Regulation landscape on Sustainability
Companies must engage in ESG commitments and policy to comply with international regulations:
- US Federal and State Requirements: Compliance with laws such as California Climate Rules, FTC Green Guides.
- EU Regulations: SFDR, CSRD, and Green Claims Directive.
- Australia: Modern slavery act and Green House emissions reporting
- Market Pressure: Investor expectations and rating agencies' requirements.
Companies also have obligations to communicate and inform on their sustainability practices and impact:
- EU Regulations: The EU has stringent regulations such as the Sustainable Finance Disclosure Regulation (SFDR) and the Corporate Sustainability Reporting Directive (CSRD), which require companies to disclose their sustainability practices and impacts
- US Regulations: In the US, the Securities and Exchange Commission (SEC) has proposed climate disclosure rules, although these face legal challenges and political shifts
- State-level regulations, such as California's climate-related disclosure laws, also play a significant role
- Australia: Modern slavery act and Green House emissions reporting
- UK modern slavery act and ESG reporting
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ESG across the globe
https://review.brunswickgroup.com/article/global-esg-regulation/
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Legal Considerations
Sustainability communication risks to manage
- Greenwashing Risks: Avoid misleading statements that can lead to legal and reputational damage.
- Litigation Risks: Be aware of potential lawsuits from stakeholders, including consumers and investors.
- Governance: Implement robust governance systems to ensure accurate and reliable disclosures.
So, concretely, we need to:
- Always start with the eventual Sustainability positioning of the product and then work on the messaging
- Avoid greenwashing in our claims and discussions with the customers, and back up each claim and statement with proof
- Ensure an appropriate content workflow is implemented to ensure alignment between local regulatory context, product label, portfolio positioning and messaging.
- Build a strong relationship with your customer based on transparency, accuracy and reliability
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Sustainability claims: how do we communicate on our impact?
How to avoid greenwashing claims?
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How to avoid greenwashing claims?
What are we talking about?
What is greenwashing?
- Definition: Greenwashing is the practice of making misleading or unsubstantiated claims about the environmental benefits of a product, service, or company.
- Examples: “eco-friendly”, “green”, “100% natural” etc.
- Stat: Over 50% of environmental claims in the EU were found to be vague, misleading, or unverified
What is an Environmental Claim? A message or representation about the environmental benefits of a product or trader, in textual form or contained in a label. Covered are environmental claims that are not required by EU, other organization or National law, being voluntary, which state or imply one of the following:
- A product or trader positively impacts the environment
- Has no negative environmental impact
- Is less harmful to the environment than others
- Has improved its environmental impact over time
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How to avoid greenwashing claims?
Build the environmental claim with proof
Regulatory
Portfolio
Marketing & Sales
Regulatory teams work on the product label to define what can be written on the label based on regulatory requirements
Portfolio teams (with BS&C support) define the positioning of the product based on the label, including Sustainability positioning only if relevant
Marketing Activation teams translate the positioning in an environmental claim, respecting provided guidance, and communicate it with Sales team
- It all starts with positioning from the portfolio team: they are responsible to define, based on inputs from Regulatory and Sustainability teams whether or not there is an opportunity to position the product on the Sustainability front.Marketing Activation teams must never define environmental claims if there are no tangible sustainability positioning elements defined by portfolio team.
- Then, marketing activation teams can start working on your environmental claim! 3 steps to consider:
- Backproof your environmental claim
- Refine the communication of your environmental claim
- Verify your claims on a regular basis
These 3 steps are managed by Marketing Activation teams, but Portfolio teams need to ensure the Sustainability positioning will lead to messaging that can be back-proofed and verified
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1. Backproof your environmental claim (1/4)
Environmental claims must be explicit and trusted. To prove this, we choose to follow as our global rule to follow one of the main global directive which requires the claim to be verified through an assessment: 1. Does the claim apply to the entire product/trader or a specific part? If so, precise which part is concerned transparently.✅ Good Example: “The packaging of this product is made from 100% recycled materials.”(Clearly specifies that the claim applies only to the packaging.)❌ Bad Example: “This product is eco-friendly.”(Vague—doesn’t clarify if it refers to the product, packaging, or production process.)2. Back-up with science: use accurate data and relevant global standards ✅ Good Example: “Certified by ISO 14001 and tested for biodegradability under OECD 301B standards.”(Uses recognized scientific standards and data.)❌ Bad Example: “Scientifically proven to be green.”(No reference to data, standards, or methodology.)3. Impact on the lifecyle: show the claim has a significant benefit on the lifecycle of the product. ✅ Good Example: “Switching to this product reduces water pollution by 40% over its life-cycle, from production to disposal.”(Considers the full life-cycle impact.)❌ Bad Example: “Eco-friendly product.”(No indication of life-cycle consideration or measurable impact.)
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1. Backproof your environmental claim (2/4)
4. Cover significant environmental impacts: consider all the relevant environmental factors. ✅ Good Example: “This product reduces greenhouse gas emissions by X% compares to [Precise product], water use by X% compare to [Precise comparison], and plastic waste by X% compared to [Precise comparison].”(Addresses multiple relevant impacts.)❌ Bad Example: “This product uses less plastic.”(Focuses on one impact without considering others that may be more significant.)5. Address key environmental factors: Consider all relevant environmental impacts, not just those that paint a rosy picture. ✅ Good Example: “While this packaging is compostable, we also ensured it’s sourced from FSC-certified forests to avoid deforestation.”(Acknowledges and addresses multiple key factors.)❌ Bad Example: “Our packaging is compostable.”(Ignores sourcing, production emissions, or other relevant impacts.)6. Go beyond compliance: Prove that the claim surpasses basic legal requirements and offers a genuine environmental benefit. ✅ Good Example: “Our emissions are 30% lower than the legal limit set by the EU, verified by third-party audits.”(Demonstrates performance beyond legal requirements.)❌ Bad Example: “We meet all environmental regulations.”(Only states compliance, not improvement.) 7. Showcase superior performance: Demonstrate how the product or company outperforms industry standards in terms of environmental impact. ✅ Good Example: “Our solar panels generate 20% more energy than the industry average, reducing carbon emissions significantly.”(Benchmarks against industry standards.)❌ Bad Example: “Our solar panels are good for the environment.”(No comparison or measurable performance.)
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1. Backproof your environmental claim (3/4)
8. Assess trade-offs: Identify if the environmental benefit of the claim significantly worsens another environmental impact (such as circularity, protection of land, animal welfare etc.) ✅ Good Example: “While our new material reduces plastic use by 60%, it increases water consumption by 10%. We’re working to address this.”(Acknowledges and evaluates trade-offs.)❌ Bad Example: “Our new material is sustainable.”(No mention of potential negative side effects.) 9. Be transparent about offsets: Clearly explain the nature of carbon offsets, whether they reduce emissions or remove carbon from the atmosphere, and how they are achieved.✅ Good Example: “We offset emissions through Gold Standard-certified reforestation projects that remove CO₂ from the atmosphere.”(Clear about the type and certification of offsets.)❌ Bad Example: “We are carbon neutral.”(No explanation of how neutrality is achieved.) 10. Prioritize primary data: Use data directly related to the product's environmental performance. If unavailable, rely on credible data from comparable products or company processes.✅ Good Example: “Based on our factory’s 2024 emissions data, verified by third-party auditors…”(Uses direct, specific data.)❌ Bad Example: “According to industry averages, our emissions are low.”(Relies on generic secondary data without context.)
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1. Backproof your environmental claim (4/4)
If you are using comparative claims (this product or trader has less environmental impact or better performance than the other), please also pay attention to :
- Data consistency: identical data types for both the claimed product and its comparison
- Methodological consistency: same data collection and analysis methods for both products
- Scope consistency: same stages of production process for both products, ensuring key processes are covered
- Impact consistency: same environmental factors for both products, focusing on the most significant impacts
- Assumption consistency: drawing conclusion from the assessment done in a similar way
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2. Refine the communication of your environmental claim
- Claims must be backed by proof (see previous section): scientific data, standards, and verification.
- Clarify scope: Specify if the claim applies to the whole product/trader or just a part.
- Usage-dependent claims: Provide clear instructions for proper use if impact depends on usage.
- Future benefits: Must include a specific deadline for when benefits will be realized.
- Combined environmental scores: Require official calculation rules for overall impact claims.
- Accessible supporting info: Must be available physically or digitally (e.g., QR code, link).
- Minimum required information:
- Environmental aspects and impacts covered
- Relevant standards (national/EU/international)
- Underlying studies and calculations
- Explanation of how benefits are achieved
- Certificate of conformity
- For GHG offsets: amount + type (reduction/removal)
- Consumer-friendly summary in local language
- Comparative claims: Must prove superior benefit over alternatives, achieved within 5 years.
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3. Verify your claims on a regular basis
- Claims must be reviewed on a regular basis to check if there might be a change that caused an impact on the accuracy of the claim.
- It is recommended to check at least every 5 years.
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Sustainability Team support in the process
Backing-up environmental claims and sustainability positioning, let's team up!
- Substantiating claims can often feel overwhelming: how do I get access to data, how do I frame the comparison?...
- The Sustainability team is here to help!
- Map your priority products within your region
- Let’s plan a working session to set up the first examples
- We’ll also provide you insights and approval workflow to ensure your environmental claims will be backproofed and compliant
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Sustainability team support in the process
Did you know that Sustainability team can help you on?
Environmental value:
- Packaging & waste : Have access to packaging data and can help compare weight among product?
- Carbon footprint:
- Perform annually Carbon footprint of the company and track reduction progress
- Can perform on-demand Life Cycle Assessment to evaluate product Carbon impact
- Social value
- Track all relevant metrics in the different social value category at company level and can assist answer customer request on those as well as demonstrate tangible progress in a given geography.
Ethics and Governance: Publish all ESG metrics in the annual ESG reports helping position ESG benefits to customers / tenders?
Sustainability disclosures: how do we communicate on our impact?
How are we a force with Nature?Highlighting tangible examples
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Barricor
Why is it proper ? Substanciated claims Clear and precise trials results to back-up claims precising what was done and species tested
Test performed by 3rd party Clarity on trial results and condition of experimentation
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Harmonix Rodent Paste
- Clear packaging optimisation claim
- Envu Brand Portal
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Rejuvra
- Clear biodversity and ecosystem benefit (ecosystem restoration by invasive species control) with clear portion on stewardship highlighting how to use the product correctly to protect both user and ecosystem.
- Clear balance between benefit and risks and how to mitigate those risks
- Envu Brand Portal
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Fludora Fusion
- Proven efficiency of Fludora Fusion in reducing Malaria prevalence, backed up by a study in Yumbe District, Uganda
- Study is detailed and show also incidence due to context (COVID-19)
- Envu Brand Portal
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Fludora Fusion
- Clear explanation on how the wettable powder is working in the water-soluble sachet
- No confusing claim on environmental benefits, more on cost reduction and easy transport, plus greater flexibility in using leftover stock in following season
- Envu Brand Portal
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Fiata Stressgard
- Detailed explanation of the claims “Plant Defence” and “Rooted in Health” with the details of benefits: clarity of scope
- Backed up with trials conducted by Rutgers University, detail of the trial shared
- Fiata Fact sheet
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In2Care
- “Eco-friendly”: this means it is not harmful to the environment too vague and can be confusing because here it’s only because it’s safe for other animals
- No prejudice to animals: too vague, no proof, not backed up
- Envu Brand Portal
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Method 240L & Escort XP
- Products are shown as promoting pollinator habitats: no proof, not backed-up
- Comparative claim: the usage of product is compared with mowing but superior benefits are only shown through pictures (no proof, no back-up)
- Envu Brand Portal
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Q&A
Thank You
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Envu and the Envu logo are trademarks owned by Environmental Science U.S. LLC. or one of its affiliates. ©2022 Environmental Science U.S. LLC.
Integrating Sustainability and Social value creation in positioning
Marine Sanouiller
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Transcript
Integrating Sustainability and Social value creation in positioning
Elaborating sustainability positioning to ensure compliant environmental claims
November 2025
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Talking about Sustainability and Social value creation
Agenda
‹#›
Talking about Sustainability and Social value creation
Why talking about Inclusion and Sustainability?
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Why talking about Inclusion and Sustainability?
Companies make profit, stakeholders expect more
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Creating extra-financial value, at a glance
Social value creation Diversity, Equity and Inclusion (DE&I) Labor and Human Rights Talent development Supply Chain Management Safety Community impact
Governance & Ethics Stakeholder engagement Compliance (Anti-bribery, fraud, relationship with governments) Risk management
Environment Biodiversity and ecosystem Carbon emissions Natural resources (eg water, waste) Product stewardship Portfolio stewardship
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‹#›
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Inclusion & Belonging & Sustainability proofpoints
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Inclusion & Belonging and Sustainability at core of our Master Brand Campaign
Talking about Sustainability and Social value creation
Reminders on positioning
Aligning concepts
What exactly is positioning?
Positioning is a fundamental concept in marketing that involves creating a unique identity for a product or service. Essentially, it determines how you want your target audience to perceive your offerings and serves as an essential guiding light for marketing and sales efforts. By strategically positioning your product or service, you can create a lasting impression in the minds of customers and drive long-term success.
‹#›
Positioning
Cohesion and coherence across the board
The ability to clearly articulate the key benefits of your product and the problem it solves to a well-defined audience is critical to business success. When a positioning is defined, everyone who is involved with the product must live by that. Getting the entire team on the same page with positioning will ensure that customers and prospects are hearing the same thing from us.
‹#›
Positioning
Roles & Responsibilities
Positioning is primarily driven by Product Managers, who have a deep understanding of the product’s functionalities and how to align these features with market demands. It starts with the Product Label defined by Regulatory Affairs team based on Regulatory Requirements. Positioning gives direction to a brand's journey and informs the collaborative work with other key functions:
‹#›
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Positioning
How to set up a brand
Resources Available on the Lighthouse
1. Define the target audience Including their needs, challenges and motivators 2. Build the Brand Benefit Ladder Clarifying the attributes and benefits, with the main positioning themes and reasons to believe 3. Build the Brand Benefit Edge Emphasizing what makes the brand stand out and appeal to customers, with a positioning core statement
Talking about Sustainability and Social value creation
How Sustainability can be integrated into positioning?
RESTRICTED
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How Sustainability can be integrated into positioning?
Reminders on Positioning R&R
Marketing & Sales
Regulatory
Portfolio
Regulatory teams work on the product label to define what can be written on the label based on regulatory requirements
Marketing Activation teams translate the positioning in mesaging and claims, respecting provided guidance, and communicate it with Sales team
Portfolio teams (with BS&C support) define the positioning of the product based on the label
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“As Chief Sustainability Officer, I want to emphasize that integrating the sustainability profile of a product into its positioning is not just a best practice - it’s a necessity.Accurately reflecting a product’s environmental and social impacts helps us build credibility and trust with customers, regulators, and investors. Misrepresenting or overstating sustainability benefits, even unintentionally, can expose the company to greenwashing risks, damage our brand reputation, and lead to regulatory penalties. By grounding our marketing in verified sustainability data and transparent claims, we ensure our messaging is both responsible and resilient in an increasingly scrutinized market.” Marine Sanouiller – Chief Sustainability Officer
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How Sustainability can be integrated into positioning?
From Edison to Power BI POSA report
Edison Innovation Pipeline report – POSA report
Edison
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How Sustainability can be integrated to positioning?
How to integrate sustainability elements in positioning? - POSA
What is the POSA score of the product?
PIONEER (A A+) or STRAIGHT PERFORMER (B)
CHALLENGED (C-)
CHALLENGED (C--)
The product has priority 2 risks, described in the detailed POSA assessment. Possible to develop Health and Safety or Environmental positioning, if it is targeted with caution, depending on product profile (see bellow)
The product has priority one (most impactful) risks, described in the detailed POSA assessment. DO NOT include Health& Safety or Environmental benefits as part of product positioning
The product has a neutral sustainability impact (B) or measured sustainability benefits (PIONEER) We encourage you to develop those sustainability benefits as part of positioning, following the guideline bellow
Health and Safety benefits
Health and Safety benefits
Health and Safety benefits
Environmental benefits
Environmental benefits
Environmental benefits
Packaging & Waste management or carbon footprint benefits
Packaging & Waste management or carbon footprint benefits
Packaging & Waste management or carbon footprint benefits
Talking about Sustainability and Social value creation
Sustainability claims: how do we communicate on our impact?
Positioning x Messaging
They go hand in hand, but they’re different
Messaging derives from positioning, being the means through which you effectively communicate your positioning to your target audience.
Positioning is a strategic exercise that defines the unique value of a product.Messaging focuses on the tactical aspect of how that value is communicated. Positioning is a long-term strategy.Messaging is more immediate and adaptable, tailored to specific marketing campaigns and communication channels. Positioning is internal, driven by Product ManagersMessaging is external, driven by Marketing Activation
Positioning is the ingredients
Messaging is the finished food
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Sustainability claims: how do we communicate on our impact?
Legal considerations
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Legal Considerations
Regulation landscape on Sustainability
Companies must engage in ESG commitments and policy to comply with international regulations:
- US Federal and State Requirements: Compliance with laws such as California Climate Rules, FTC Green Guides.
- EU Regulations: SFDR, CSRD, and Green Claims Directive.
- Australia: Modern slavery act and Green House emissions reporting
- Market Pressure: Investor expectations and rating agencies' requirements.
Companies also have obligations to communicate and inform on their sustainability practices and impact:‹#›
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ESG across the globe
https://review.brunswickgroup.com/article/global-esg-regulation/
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Legal Considerations
Sustainability communication risks to manage
- Greenwashing Risks: Avoid misleading statements that can lead to legal and reputational damage.
- Litigation Risks: Be aware of potential lawsuits from stakeholders, including consumers and investors.
- Governance: Implement robust governance systems to ensure accurate and reliable disclosures.
So, concretely, we need to:‹#›
Sustainability claims: how do we communicate on our impact?
How to avoid greenwashing claims?
‹#›
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How to avoid greenwashing claims?
What are we talking about?
What is greenwashing?
What is an Environmental Claim? A message or representation about the environmental benefits of a product or trader, in textual form or contained in a label. Covered are environmental claims that are not required by EU, other organization or National law, being voluntary, which state or imply one of the following:
‹#›
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How to avoid greenwashing claims?
Build the environmental claim with proof
Regulatory
Portfolio
Marketing & Sales
Regulatory teams work on the product label to define what can be written on the label based on regulatory requirements
Portfolio teams (with BS&C support) define the positioning of the product based on the label, including Sustainability positioning only if relevant
Marketing Activation teams translate the positioning in an environmental claim, respecting provided guidance, and communicate it with Sales team
These 3 steps are managed by Marketing Activation teams, but Portfolio teams need to ensure the Sustainability positioning will lead to messaging that can be back-proofed and verified
‹#›
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1. Backproof your environmental claim (1/4)
Environmental claims must be explicit and trusted. To prove this, we choose to follow as our global rule to follow one of the main global directive which requires the claim to be verified through an assessment: 1. Does the claim apply to the entire product/trader or a specific part? If so, precise which part is concerned transparently.✅ Good Example: “The packaging of this product is made from 100% recycled materials.”(Clearly specifies that the claim applies only to the packaging.)❌ Bad Example: “This product is eco-friendly.”(Vague—doesn’t clarify if it refers to the product, packaging, or production process.)2. Back-up with science: use accurate data and relevant global standards ✅ Good Example: “Certified by ISO 14001 and tested for biodegradability under OECD 301B standards.”(Uses recognized scientific standards and data.)❌ Bad Example: “Scientifically proven to be green.”(No reference to data, standards, or methodology.)3. Impact on the lifecyle: show the claim has a significant benefit on the lifecycle of the product. ✅ Good Example: “Switching to this product reduces water pollution by 40% over its life-cycle, from production to disposal.”(Considers the full life-cycle impact.)❌ Bad Example: “Eco-friendly product.”(No indication of life-cycle consideration or measurable impact.)
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1. Backproof your environmental claim (2/4)
4. Cover significant environmental impacts: consider all the relevant environmental factors. ✅ Good Example: “This product reduces greenhouse gas emissions by X% compares to [Precise product], water use by X% compare to [Precise comparison], and plastic waste by X% compared to [Precise comparison].”(Addresses multiple relevant impacts.)❌ Bad Example: “This product uses less plastic.”(Focuses on one impact without considering others that may be more significant.)5. Address key environmental factors: Consider all relevant environmental impacts, not just those that paint a rosy picture. ✅ Good Example: “While this packaging is compostable, we also ensured it’s sourced from FSC-certified forests to avoid deforestation.”(Acknowledges and addresses multiple key factors.)❌ Bad Example: “Our packaging is compostable.”(Ignores sourcing, production emissions, or other relevant impacts.)6. Go beyond compliance: Prove that the claim surpasses basic legal requirements and offers a genuine environmental benefit. ✅ Good Example: “Our emissions are 30% lower than the legal limit set by the EU, verified by third-party audits.”(Demonstrates performance beyond legal requirements.)❌ Bad Example: “We meet all environmental regulations.”(Only states compliance, not improvement.) 7. Showcase superior performance: Demonstrate how the product or company outperforms industry standards in terms of environmental impact. ✅ Good Example: “Our solar panels generate 20% more energy than the industry average, reducing carbon emissions significantly.”(Benchmarks against industry standards.)❌ Bad Example: “Our solar panels are good for the environment.”(No comparison or measurable performance.)
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1. Backproof your environmental claim (3/4)
8. Assess trade-offs: Identify if the environmental benefit of the claim significantly worsens another environmental impact (such as circularity, protection of land, animal welfare etc.) ✅ Good Example: “While our new material reduces plastic use by 60%, it increases water consumption by 10%. We’re working to address this.”(Acknowledges and evaluates trade-offs.)❌ Bad Example: “Our new material is sustainable.”(No mention of potential negative side effects.) 9. Be transparent about offsets: Clearly explain the nature of carbon offsets, whether they reduce emissions or remove carbon from the atmosphere, and how they are achieved.✅ Good Example: “We offset emissions through Gold Standard-certified reforestation projects that remove CO₂ from the atmosphere.”(Clear about the type and certification of offsets.)❌ Bad Example: “We are carbon neutral.”(No explanation of how neutrality is achieved.) 10. Prioritize primary data: Use data directly related to the product's environmental performance. If unavailable, rely on credible data from comparable products or company processes.✅ Good Example: “Based on our factory’s 2024 emissions data, verified by third-party auditors…”(Uses direct, specific data.)❌ Bad Example: “According to industry averages, our emissions are low.”(Relies on generic secondary data without context.)
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1. Backproof your environmental claim (4/4)
If you are using comparative claims (this product or trader has less environmental impact or better performance than the other), please also pay attention to :
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2. Refine the communication of your environmental claim
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3. Verify your claims on a regular basis
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Sustainability Team support in the process
Backing-up environmental claims and sustainability positioning, let's team up!
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Sustainability team support in the process
Did you know that Sustainability team can help you on?
Environmental value:
- Packaging & waste : Have access to packaging data and can help compare weight among product?
- Carbon footprint:
- Perform annually Carbon footprint of the company and track reduction progress
- Can perform on-demand Life Cycle Assessment to evaluate product Carbon impact
- Social value
- Track all relevant metrics in the different social value category at company level and can assist answer customer request on those as well as demonstrate tangible progress in a given geography.
Ethics and Governance: Publish all ESG metrics in the annual ESG reports helping position ESG benefits to customers / tenders?Sustainability disclosures: how do we communicate on our impact?
How are we a force with Nature?Highlighting tangible examples
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Barricor
Why is it proper ? Substanciated claims Clear and precise trials results to back-up claims precising what was done and species tested
Test performed by 3rd party Clarity on trial results and condition of experimentation
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Harmonix Rodent Paste
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Rejuvra
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Fludora Fusion
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Fludora Fusion
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Fiata Stressgard
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In2Care
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Method 240L & Escort XP
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Q&A
Thank You
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