At LF Channel we understand that today, audiences are increasingly aware of the importance of corporate sustainability and, as a result, more critical, making authenticity no longer optional, but essential. Organizations must now demonstrate their commitment to sustainability with tangible actions; aspirational statements alone are no longer enough. For this communication to be effective, it requires transparency, consistency, and a willingness to share not only achievements, but also the challenges encountered in pursuing corporate sustainability.

Keys to credible sustainable communication

In our experience as a communication consultancy, we have found that honesty generates greater credibility than narratives that imply perfection, making this an approach to consider carefully when designing a real, and therefore effective and credible, communication strategy. Below are some key points for implementing it.

• Adopt a narrative of progress, not perfection

Companies should communicate their sustainability as an evolution, sharing the challenges they encounter along the way, the lessons learned, and also the opportunities. This approach creates a stronger emotional connection and greater credibility than presenting an image of unattainable ecological perfection.

• Integrate sustainability into corporate identity

Sustainable communication should be integrated across the company’s communication strategy. The message must be present and consistent, from media relations to content created for social media or internal communication and supported by concrete actions throughout the organization.

• Provide verifiable data

Sustainable communication campaigns should be supported by objective metrics and recognized certifications. Tools such as EcoVadis assessments provide credibility by quantifying performance across different areas of the company’s impact. These external certifications offer independent assurance, significantly strengthening the corporate narrative.

• Use emotional and human storytelling

Personal and real stories resonate more than cold numbers and statistics. Humanizing the sustainability message with testimonials, impact stories, and/or visual narratives significantly increases engagement and makes it more memorable. As we have explored in other articles on our blog, authentic storytelling is essential for building corporate reputation.

• Engage the community

In terms of sustainability, the most effective public relations strategies are those that actively engage the company’s key stakeholders, such as employees, customers, suppliers, and local communities. This involvement not only enhances sustainability efforts but also creates genuine connections and authentic brand ambassadors who amplify the message organically.

The role of public relations in sustainability

Those of us working in communication have the responsibility to lead the narrative toward a more sustainable future, which involves communicating the green initiatives of the companies we work with, but also challenging them to raise their standards and ensuring that their commitments translate into verifiable actions aligned with their messages.

In addition to our own corporate culture, at LF Channel we have experience working with sustainability leaders such as EcoVadis, a global platform for corporate sustainability ratings, which allows us to gain a deep understanding of the nuances of authentic and effective green communication, discover more in the EcoVadis success story. These types of collaborations have shown us that rigorous measurement and transparent communication are essential in an effective sustainability strategy, as sustainability assessments provide the necessary foundation to develop credible narratives that can withstand public scrutiny and the risks of greenwashing.

Greenwashing: the main obstacle to credibility

Greenwashing represents one of the most significant threats to authentic sustainable communication. It is a misleading practice that involves creating an eco-friendly image through marketing and communication strategies without real reflection in sustainable actions, and it has devastating consequences both for the organizations that engage in it and for those making genuine efforts.

Such actions have such an impact that the European Union regulated them in its Directive 2024/25, aiming to empower consumers in the ecological transition by providing greater protection against unfair commercial practices.

From a public relations perspective, greenwashing generates:

1. Erosion of trust: once this practice is identified, corporate reputation is damaged irreparably.
2. Widespread distrust: skepticism spreads toward any sustainable communication.
3. Market distortions: genuinely committed companies lose their competitive advantage.
4. Reputational and legal risk: fines, sanctions, and communication crises that can compromise the viability of the company engaging in these practices.

Building trust through transparency

Ultimately, authentic sustainable communication comes down to a fundamental principle: trust is built with actions, not words. Organizations that communicate their environmental efforts honestly, acknowledge their limitations, and demonstrate continuous improvement are the ones that stand out in a market saturated with green messages.

When designing communication and public relations strategies, this represents both a challenge and an extraordinary opportunity, as it allows organizations to develop authentic narratives that enhance their reputation and contribute to building a more sustainable future out of genuine commitment.

What Is Newsjacking and Why It Can Boost Your Communication Strategy

Newsjacking involves strategically inserting your brand’s voice into a trending topic that’s attracting media attention.

When done right, it can:

• Increase brand visibility in the media and on social networks.
• Strengthen the authority of spokespeople or experts within their field.
• Improve SEO and engagement by connecting with conversations that already interest your audience.

For example: imagine a major company suffers a cyberattack, and media outlets begin preparing articles about it. A tech company with cybersecurity expertise could react to this news by offering safety tips. In doing so, it becomes an expert source for the media and provides valuable, timely content for journalists covering the story.

As a communication consultancy, at LF Channel we help our clients identify real newsjacking opportunities aligned with their objectives, without forcing messages that don’t fit their positioning.

The Limits of Newsjacking: When Not to Ride the Trend

Not every topic is suitable for brand association. The speed at which news circulates can lead to mistakes if immediacy is prioritized over thoughtful reflection.

Here are some situations where newsjacking should be avoided:

• Sensitive topics such as tragedies, humanitarian crises, or political conflicts:
  Brands should avoid addressing these issues without a genuine connection or real value contribution. For example, during the Syrian refugee crisis, some brands used refugee imagery in their advertising without a clear commitment to the cause — which was perceived as opportunistic. In such cases, the lack of clear purpose can alienate audiences and damage brand reputation.
• News that contradict the brand’s values:
  Brands must stay aligned with the values they promote. For instance, if a company positions itself as a sustainability advocate but sponsors events promoting single-use plastics, it creates confusion and distrust among consumers. Consistency between brand values and actions is key to maintaining public trust.
• Situations where there’s no added value, just opportunism — leveraging a trend or circumstance without meaningful contribution or alignment with the organization’s purpose:
  A clear example of this is greenwashing and rainbow-washing. Greenwashing happens when a brand presents itself as eco-friendly without implementing real sustainable practices. Rainbow-washing occurs when a company uses Pride symbols only during Pride Month, without an ongoing commitment to the LGBTQ+ community. These behaviors are often seen as attempts to exploit social causes without genuine involvement, which can harm a brand’s reputation.
  In our blog, we explain strategies for inclusive communication: How to Connect with Diverse Audiences Through Inclusive Communication.

Poorly managed newsjacking can result in loss of trust and credibility even public backlash. The key is to evaluate the context before acting: What does my brand contribute to this conversation? Does it truly help the audience?

How to Do Newsjacking Ethically and Effectively

To leverage current events responsibly, we recommend following these steps:

1. Align the message with the brand’s values
   Newsjacking should be a natural extension of your communication strategy, not a one-off action. For example, if your company supports sustainability, it makes sense to comment on new green legislation  but not on unrelated viral topics with no connection to your sustainable agenda.
2. Act quickly, but not carelessly
   Timing is essential: news cycles are short. That doesn’t mean acting without strategy  having predefined protocols and pre-approved key messages helps you respond quickly without compromising consistency.
3. Provide informational value
   The goal isn’t just to “be part” of the conversation but to contribute useful information, data, or expert insight. This builds trust and enhances credibility among media and audiences.
4. Measure the impact
   Analyzing results allows you to fine-tune your approach. Did the content generate media coverage? Was there increased web traffic or positive engagement? Measuring these outcomes ensures a real return in visibility and reputation.

Responsible Newsjacking: Credibility Is the Key

Brands that practice ethical newsjacking bring real value to conversations, aligning with their purpose and expertise. Being credible means commenting on news consistently with brand values, offering verified and useful information, and being authentic not using the story solely for self-promotion. This approach builds trust and strengthens your position as an industry thought leader.

If your company wants to strategically and respectfully join media conversations, our team can help you design an ethical and effective newsjacking plan tailored to your values and objectives. Learn more about how we approach communication and PR strategy at LF Channel.

Useful Resources on Ethics and Communication

To learn more about responsible communication in changing environments, we recommend consulting:

• Internationally, the most recognized reference is the PRSA Code of Ethics by IPRA, the leading global network of PR professionals, founded in 1955, promoting ethical and trustworthy communication.
• In Europe, the IPRA Code of Athens and the CERP Code of Lisbon stand out, both are considered ethical reference frameworks for communication and public relations. The CERP (European Confederation of Public Relations) brings together national PR associations across Europe to promote ethics, education, and professional development in the field.

Leveraging current events in corporate communication strategies is a great opportunity for companies seeking media buzz and thought leadership. However, finding the right angle and applying it to your PR strategy in the age of misinformation and information overload can be a real challenge. If you need help, don’t hesitate to contact us.

“It is an honor for us to award this certification to LF Channel. Their commitment to the Sustainable Development Goals and their dedication to sustainable and socially responsible practices are an example for other companies in the communications industry. LF Channel has demonstrated exemplary leadership in integrating global standards and best practices, significantly contributing to a more sustainable future,” commented Dr. Kayyali Mohamed, President of IFGICT.

Imma Folch, CEO and founder of LF Channel, commented: “We have been improving our sustainable practices for many years and are committed to improving the environment around us. We firmly believe in taking care of both the people who make up the entire LF Channel organization and the ecosystems in which we operate. It is a joy to confirm that all the initiatives we have implemented have an impact and are recognized internationally,” she detailed.

A public relations agency with Impact:

Additionally, a few days ago, we were also included in the Top 10 Spanish companies whose teams most value for their social and environmental practices (ESG) by the WeImpact Index, sponsored by the certification company ChooseMyCompany, which bases its certificates and rankings on the opinions of employees, clients, and other company stakeholders.

“We are very excited to have received this recognition and to be part of the Top 10 of the WeImpact Index 2024. Even more so because the position in this ranking is determined by the opinions of the teams themselves about the initiatives and commitments of their organizations. The LF Channel team not only recognizes all the work we have been implementing over the years but is also firmly committed to all the company’s ESG initiatives, and without their contribution, this recognition would not have been possible,” says Imma Folch.

The support from Acció of the Generalitat de Catalunya, with its Cupó Green grant, has been a great boost to our sustainability strategy. We have launched new initiatives: reducing carbon footprints, saving energy, and juggling waste management, all with the help of Worsley consulting.

We have started strong, with numbers to prove it: 74 SDG targets already in our pocket. But this is not the end. We know that real sustainability is like a plant that needs to be cared for every day. And we do it with passion.

Now, speaking of diversity and gender equality – it is at the heart of everything we do. We firmly believe that when everyone has the opportunity to shine, the results are magical. Therefore, we work to be a place where diversity is not only celebrated but is a driving force.

So yes, we commit to making our little piece of the world greener and more vibrant. And we invite you to join us on this adventure. It will be fun, it will be challenging, but above all, it will be real. Together we can make this transformation, with passion and a lot of determination.

Thank you for being part of this journey. To Acció Trade & Investments and Worsley, a huge round of applause for betting with us on this march towards a better world.

Imma Folch

CEO LF Channel

Sustainability communication keys  

Even though we can’t predict what’s new in sustainability this year, looking at the trends of 2023 we can find some clues of topics that we believe will have a lot of pull in the media: 

• SDGs will remain at the forefront  

Who hasn’t heard about the Sustainable Development Goals SDGs in their company yet? These goals adopted by world leaders in 2015 will be the top priority for any entity until 2030. In fact, 2024 is a key year in this regard: the UN has set this year as the deadline to prevent a climate catastrophe. Companies must act quickly to reduce emissions so that the damage to the planet is not irreversible. Any communication strategy should integrate the company’s work to achieve one of the SDGs of this sustainable development agenda as a priority, with the aim of ensuring the real impact of corporate sustainability, based on proven facts. 

• Greenwashing is no longer valid

In recent years, greenwashing has been a practice implemented by some companies to try to convince of their positive actions for the planet… even if they were not entirely true. This year, sustainability is no longer a complement, but an imperative, a fundamental requirement for buyers, who are more informed before opting for one product or another. Therefore, companies that want to share their progress in sustainability must demonstrate it in a substantiated way, with data and visible and verifiable actions. Communication professionals now have the responsibility to create strong communication strategies that allow us to make corporate sustainability visible and successful. 

• Application of European regulations  

Given the urgency of change to reverse the impact of business activity on the environment, in recent years we have seen an increase in regulatory measures, especially by the European Union, to force companies to respect human rights and the environment.  

One of the most talked-about is the CSRD Directive, which aims to encourage corporate sustainability and transparency. Basically, it requires companies to report on their sustainability. The regulation is being implemented this year for certain companies, so it will be very important to keep it on your radar as experts in sustainability communication.  

Another regulation to watch out for is the EU’s Corporate Sustainability Due Diligence Directive (CSDDD) to ensure that companies identify and address adverse impacts of their actions, including in their value chains. This year it will be approved and it will be the turn of the countries to transpose and implement it in national legislation. It is therefore a priority for companies to start studying how it will affect them and how they should act to adapt to this regulation.  

Therefore, we will have to follow sustainability legislation closely as a key information topic in 2024. 

• Electric vehicles will continue to be an upward trend  

Portem uns quants anys sentint parlar de vehicles elèctrics, però sembla que en els pròxims anys aquesta tendència anirà in crescendo. Per diverses raons. 

We have been hearing about electric vehicles for a few years now, but it seems that in the coming years this trend will continue to grow. There are several reasons for this.  

First, because the market for zero-emission cars in Spain is growing steadily. This is demonstrated by reports such as that of PWC, which estimates that 95% of new cars registered in 2030 will be electric (55%) or hybrid (40%). According to AEDIVE, registrations of 100% electric vehicles grew by 60% in November compared to the figures for the same month last year. Henrik Bergman, regional director of Charge Amps in Spain explains that “constant technological advances are allowing more economical and better equipped zero-emission cars to appear. In addition, due to the emergence of new electric models, prices will fall in the coming years due to increased supply.”   

As a second issue, the extension of the aid and subsidies of the Moves III Plan until July 2024 (initially ended at the end of 2023). As a consequence, we expect the purchase of vehicles and the installation of charging points to continue to grow.  

This growth scenario leads us to believe that the electric vehicle ecosystem and its evolution will definitely be a topic to talk about this year. 

• Spain as a leading market in sustainability  

Of course, there is still a long way to go if we want Spain to be among the most advanced countries in terms of sustainability. But it is true that this 2023 we have seen how some reports endorse the progress of our country in some sustainable points.   

For example, in terms of decarbonization, Spain is ahead of the global average. According to the Carbon Action Report 2023, based on the analysis of 24,500 companies around the world by EcoVadis, the leading provider of corporate sustainability ratings, 77% of companies worldwide are still in the initial phase of their decarbonization process, while in Spain the percentage of companies in this situation is 74%.  

If we put the focus on sustainable mobility, the first Electric Mobility Yearbook of the Business Association for the Development and Promotion of Electric Mobility in Spain and Portugal (Aedive)1 shows that 38% of public electric charging infrastructures in operation in Spain were installed in 2022, placing the country in 5th place in the EU. 

As Casper Rasmussen, CEO and co-founder of Monta explains: “there is a huge national potential in terms of EV deployment that has not yet been unlocked”. The company has just chosen Barcelona as the location for its operations center. “It was an obvious choice. Barcelona is one of the benchmark locations for technology in Europe, especially if you want to recruit a diverse and high quality international team” explains Rasmussen.   

Have you read LF CARES Newsletter? Subscribe to learn initiatives in the area of corporate social responsibility, diversity and inclusion. 

• Fairs and events in the sustainability sector in 2024 (In Spain)  

Some of the key sustainability events that we recommend to address within the communication strategies are two major sustainable mobility events: the eMobility Expo: it arrives in February in Valencia and is one of the most interesting global fairs on sustainable mobility; or the Global mobility Call, an interesting international event (congress + exhibition) on Sustainable Mobility that connects all industries and allows networking between companies, administrations and other organizations.   

In addition, we can follow other events focused on recycling, such as the International Fair of Recovery and recycling, the future of cities as The Cities Forum or the SmartCity Expo in Barcelona … and many more.  

Beyond fairs and events, we must not lose sight of major international meetings, such as the United Nations Decade Conference for the Oceans 2024, or the Summit of the Future that brings together world leaders to manage the challenges we face and safeguard the future. We are sure that all these events will be of interest in terms of information this year that has just begun. 

Key Dates in the Sustainability Sector in 2024  

International days related to the environment help us to prepare our communication strategy in time and link our messages to key moments at international level. Some international and global days to keep in mind as communicative hooks are:  

• January 28 – World Day of Action against Climate Change.  
• March 5th – World Energy Efficiency Day.  
• March 21 – Forest Day. 
• March 22 – Water Day.  
• April 22 – World Earth Day.  
• May 17 – International Recycling Day. 
• June 5 – World Environment Day.  
• June 8 – World Oceans Day.  
• September 16 – European Mobility Week.  
• September 16 – International Day for the Preservation of the Ozone Layer.  
• October 21 – World Energy Saving Day.  
• October 24 – International Day against Climate Change. 

Professionals who work in corporate communications know this sector is constantly changing. But the field of sustainability (whether economic, social or environmental) is one of the fastest moving. We see new terms, regulations from governments and European institutions, measures and business initiatives almost daily. At LF Channel we have been working in this exciting environment for more than two decades, supporting organizations to communicate their sustainability management and ESG measures effectively, enhancing brand value and generating high visibility. 

With his future outlook, it is important that all parts of society get involved and work together to reduce our climate impact and improve sustainability. However, companies must be the ones leading the change. While individual actions can make a difference, organizations can take large-scale actions that have a direct effect on the climate.

Now is the time for companies to act, as highlighted at our client EcoVadis‘ annual conference Sustain. Within the sustainability measures, strategies and actions carried out by companies, the role of communication must be highly considered, as it can make the difference between the success or failure of all initiatives. Avoiding greenwashing, communicating internally in the right way, and supporting the publication of progress with data will boost the effect of the actions carried out.

Greenwashing: the main enemy of sustainability communication

Communication of sustainability measures established by a company must always be based on real facts. If a company announces that it will reduce its use of plastics or emissions, work with sustainable suppliers, or use recycled materials, it must prove it with facts and figures before promoting any action. Although this seems like an obvious premise, it has not been the rule in recent years, where greenwashing has been a recurring format.

What is greenwashing?

Greenwashing is a marketing and communication practice aimed at creating an illusory image of ecological responsibility. Companies or organizations publicly claim to care about the environment or society while their actions actually harm them and have direct negative effects on the planet and people.

This practice has severely damaged the credibility of companies that have adopted it and has made it difficult for organizations that actually act to improve their sustainability and communicate about their progress. However, this context has a winner: the planet. Society demands that companies demonstrate their impact on the environment or on the communities, which leads organizations that want to share their progress in sustainability to demonstrate it in a substantiated way, with visible and verifiable data and actions.

We no longer speak only of corporate social responsibility (CSR). Today, ESG (environmental, social and governance) policies have gained prominence, challenging companies to have a real impact on all aspects of their environment. Internal and external communication are key to a successful adoption and an impact beyond the company itself, as they allow to involve the different publics and stakeholders of the organization.

Internal communication, the basis for a successful adoption of sustainability

It is essential that all the people who are part of a company know and understand the measures and policies on sustainability to ensure their correct implementation. To explain the initiatives and standards that are adopted at each level, training the teams, monitoring the progress, and correcting mistakes is the only way to move towards corporate sustainability.

The communication department must work in coordination with the people responsible for sustainability to organize and carry out concrete and strategic actions for each department, explaining the details, policies, initiatives, and ways of working that will be adopted. The goal should be that all employees have sustainability embedded in their work and functions, so that the company’s mission and commitment are jointly promoted.

Involving supply partners is also key, as more than 70% of an organization’s social and environmental impact comes from its value chain, according to EcoVadis’ reports. Thus, conveying and communicating priorities to them and working to improve their practices will help not only the company itself, but also all partners who in turn engage with those suppliers. The goal is to ensure the real impact of corporate sustainability and to be able to communicate it publicly, based on proven facts.

Communicating real sustainability, key to securing the future

The importance of measuring and constantly improving

Once ESG policies have been adapted, companies must monitor and evaluate their results to constantly improve them. A single change is not enough to reduce the impact on the climate, it is necessary to be constant and aim for excellence in order to ensure the future of the planet.

Measuring the real impact also allows us to communicate externally based on facts. Companies that check their progress and generate detailed reports can communicate about their actual sustainability without fear of being accused of greenwashing. They can count on employees and business partners as prescribers who can confirm their actions and demonstrate results.

This allows them to approach customers who value sustainability in their purchases, ensuring that they are helping to create a greener world and a fairer society. It also positions the company as a reference for other organizations in the sector or competitors, who see how sustainability is a real strategic advantage.

The time to act is now

The road to sustainability may seem difficult, but it is essential to start walking it right now. The future of the entire planet is at stake and companies must act, relying on communication to ensure that their impact is real. An environmental, social and governance strategy must be based on internal and external communication to achieve success, avoid greenwashing and build a better future.

At LF Channel we have a sustainability strategy, with the aim of taking care of our planet, if you want to find out more you can access the sustainable development objectives that we have in the agency.

LF CARES program pursues to amplify our client’s Corporate Social Responsibility and Diversity & Inclusion initiatives. Through communication actions, we would support you in giving visibility to some of the initiatives you are carrying out locally or globally that positively impact society. No fees attached.

Irene Coll, CSR Manager at LF Channel, explained: “Our idea is to provide channels so that those CSR and DEI initiatives clients are launching can reach further. They are often invisible, for various reasons, and we are motivated to make them shine. We love to know and be close to the values of the companies we work with, and to spread further the role they play in society.”

Imma Folch, CEO and founder of the Spanish communications and marketing agency LF Channel, and president of diversity, equality, and inclusion, EMEA at Worldcom PR Group, said: “People care about the future of the planet, the environment, and the societies in which we live. And, as PR professionals, we are proud to offer what we do best and put it at the service of initiatives that want to transform the world.”

LF Cares is a program set up by LF Channel and offered free of charge to push initiatives related to DEI or ESG values through the social, environmental and good governance commitment of organisations.

Irene Coll
RSC & DEI Manager

What is “Verema Solidària”?

The “Verema Solidària” project was created in 2016 by Rubén Parera, who runs the Finca Parera winery in Alt Penedès. A winery located near Montserrat, in the village of Sant Llorenç d’Hortons, a historic area of Xarel-lo production. They cultivate according to the precepts of biodynamic agriculture, following ancestral practices to express the full potential of the soil, promote the landscape, and care for the land in a natural way. The initiative was joined by Impulsa Fundraising, a non-profit organization that offers help in the field of financing to third-sector entities. In response to the difficulties faced by many people living in social vulnerability, both decided to launch the “Verema Solidària”, in which different wineries in Catalonia reached out to provide financial support to social organizations.

The “Verema Solidària” project receives many donations each year from companies, organizations, and individuals. This action aims to raise awareness, and promote solidarity and the creation of shared value, driving a current of social commitment to creating opportunities for the people who need them most. Specifically, during the harvest day at Finca Parera we were more than 200 people who supported this cause.

This year, the profits obtained from the harvest at the Finca Parera winery will go to the SaóPrat organisation in Prat de Llobregat. The SaóPrat association was founded in 2004 by three religious’ institutions – Conceptionists, Teresians and Marists – who since 1992 have been actively involved in the neighbourhoods of Santo Cosme and San Jorge del Prat de Llobregat developing voluntary work linked to education and citizen construction.

A teambuilding event washed down with wine and a commitment to the local community

It is important to us at LF Channel to support solidarity projects, contributing a grain of sand to the fight against social injustices. We also value the involvement of our team, and we want them to understand the importance of collaborating in causes like this one.

In addition, we learned how the grape harvest was done and… Even some of our team members were able to tread grapes, just as they used to do in the old days!

As part of these solidarity actions, we also share experiences in a different environment than we do daily and learn more about our colleagues.

It was a very special day among vineyards that we are sure to remember!