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What is responsible communication in Switzerland?

Responsible communication in Switzerland goes beyond simply talking about sustainability or adding a few “green” visual elements to a campaign.

It's also about making complex sustainability commitments understandable, while avoiding oversimplifications that can undermine their credibility. In other words, your external messaging should reflect what genuinely exists within your organisation.

In many Swiss companies, ESG teams produce solid content, but then face challenges when adapting it for different audiences like management, employees, clients or even the general public. This is precisely when your message can be misunderstood.

For Swiss companies, this topic is becoming increasingly strategic. Expectations are evolving, stakeholders are asking more questions, and vague unsubstantiated environmental claims are now being scrutinised more closely.

Responsible communication is therefore not only a matter of image but also of credibility and protecting your reputation.

What is responsible communication in practical terms?

In practice, responsible communication still aims to achieve classic objectives such as visibility, understanding, trust and conversion.

However, it also involves additional requirements, such as:

• accurate and sincere messaging
• verifiable evidence
• truely sustainable communication materials
• clear information
• alignment between claims and facts

It is not about communicating less, rather it's about communicating accurately.

Why responsible communication is becoming central in Switzerland

Switzerland operates in an economic environment closely connected to Europe, where expectations around ESG reporting, transparency and environmental claims are evolving rapidly.

Even though important sustainability regulations primarily affect large organisations, their suppliers, partners and subcontractors are often indirectly impacted as well.

At the same time, consumers, NGOs and the media expect greater consistency between what companies say they will do and reality.

Therefore, unclear communication can create doubt. Clear and well-aligned communication, on the other hand, can strengthen trust.

Content repurposing: an underestimated challenge

After publishing an ESG report, teams are often expected to adapt that content into presentations, internal communications, web pages or marketing materials.

Without a clear structure from the outset, these adaptations can become time-consuming, costly and inconsistent.

Well-structured communication makes this process easier, saving time while maintaining a consistent message across formats.

3 common mistakes I notice with my clients

1. Using sustainability language without supporting evidence

Some organisations use terms such as sustainable, responsible, eco-friendly or carbon neutral.

These terms are not prohibited. However, if they are not supported by verifiable information, they can weaken the credibility of the message and expose Swiss organisations to avoidable criticism, or even legal risks.

In most cases, the issue is not intent, but rather a lack of method and caution.

2. Relying on misleading labels or visual cues

On printed materials, I often see symbols or labels that resemble legitimate environmental certifications, without actually being so.

Visually, seeing green colours, leaf icons, reassuring wording, this can feel credible. However, these fake labels often mislead my clients, especially if no recognised certification supports it.

Using this type of visual language without due care can expose a company to avoidable criticism and significant legal risk.

When a more responsible approach is required, it is better to rely on products affiliated with recognised paper labels such as FSC®, Blue Angel, EU Ecolabel or Imprim’Vert, depending on the context.

3. Assuming that sustainable materials are more expensive

This is a common assumption. Some certified papers may require a little extra investment, but it is often possible to maintain a similar budget by printing less, but more sustainabily.

This approach leads to more relevant questions:

• is this document truly necessary?
• how many copies are actually required?
• what format is most appropriate?
• can this content be somehow reused ?

Keeping these questions in mind will help you to make better design decisions, that are aligned with your company’s sustainability commitments.

Responsible communication for print documents

For printed materials, I generally recommend my clients to:

• using standard print formats (A4, A5, C5…)
• adopting clear and well-spaced layouts
• removing unnecessary pages
• prioritising certified paper stocks
• working with local and certified Imprim’Vert printers

These choices not only reduce environmental impact, but also reinforce consistency between your message and your choice of print materials.

Responsible communication for the web

Contrary to common belief, websites also have a big environmental impact. However, certain optimisations can make websites more responsible, such as:

• converting images to WebP format
• using clean, simplified code
• limiting unnecessary animations
• choosing a local hosting provider electrified with renewable energy

A lighter website not only reduces its environmental footprint, but also improves loading speed, user experience and the overall perception of your communication.

Responsible communication also involves graphic design

This is where my role adds value for Swiss businesses. As a graphic designer specialised in sustainable graphic design, I support responsible companies by visually translating complex content into clear, structured and credible communication materials.

I do this by applying sound design principles to improve clarity, readability and trust. This includes establishing a clear information hierarchy and using charts, tables and infographics to simplify understanding rather than complicate it.

Data is presented in a visual and accessible way, enabling readers to quickly grasp what is essential, what is secondary and what should be retained. Together, we can create communication materials with a reduced environmental impact, aligned with your sustainability commitments.

In summary

Responsible communication in Switzerland is not just about messaging. It's also about aligning real sustainability commitments with how they are presented.

When done well, it helps to:

• strengthen your company's credibility
• avoid reputational risks
• improve understanding
• highlight existing efforts
• align messaging and marketing materials