Sustainability messaging and storytelling

Overview

Are you proud of your sustainability work, yet unsure how to talk about it? This focused 90-minute live online course is designed for Irish tourism businesses adapting to new EU rules on green claims. You will learn what you can say, what to avoid, and how to share your climate story clearly, honestly, and with evidence. 

The session is designed to be practical and hands-on. It covers how to communicate your actions and achievements in line with the EU ‘Empowering Consumers for the Green Transition’ Directive. Build confidence, avoid greenwashing and greenhushing, and apply clear approaches across your website and customer channels.

What to expect

• Recognise which types of sustainability claims are now prohibited under the EmpCo Directive, as well as those that are permitted and encouraged.
• Understand the difference between greenwashing, greenhushing, and credible, compliant sustainability messaging, building confidence in how sustainability work is communicated.
• Apply a practical framework to create sustainability messages that are honest, specific, and backed by clear evidence.
• Assess current consumer-facing communications, including websites, social media, and in-property messaging, against EmpCo standards.
• Identify the immediate steps needed to update sustainability messaging in line with best practice and EU requirements.