Sustainability Communications and Reporting
Ski resorts, like other businesses, should communicate about their sustainability
work. Sustainability communications are governed by the Consumer Protection
Act (38/1978), which prohibits misleading marketing and greenwashing.
Key principles of sustainability communications include:
- Verified information: Limit communication to matters that you can prove.
- Relevancy: Communicate about issues that are genuinely significant to your
operations. - Transparency: Also communicate about areas that still need improvement.
- Comparability: Use measurable figures and compare results with previous
years. - Avoiding greenwashing: Do not use vague terms such as “eco-friendly,”
“green,” or “sustainable” without concrete support. The term “carbon neutral”
should not be used unless it can be scientifically substantiated. - Stakeholder-oriented communication: Communicate differently to different
target groups. Keep communication simple for customers, precise for authorities,
and practical for employees.
Sustainability reporting is part of corporate sustainability communications. It
brings together measurable results, targets, and areas for improvement annually,
making sustainability work transparent and comparable.