Sustainable industrial leader receives recognition
Expertise:
Challenge
Sustainability has become an overused and diluted term, making it increasingly difficult to distinguish between genuine efforts and superficial claims. The proliferation of — often commercial — sustainability labels contributes to this confusion. Our client, a long-standing leader in sustainable industrial practices, sought to push back against “greenwashing” by shifting the conversation from vague commitments to measurable results.
Approach by IvCB
IvCB commissioned a survey among professional buyers to assess their understanding of sustainability labels. The results supported the assertion that buyers are misled by such labels. In response, IvCB facilitated targeted discussions with policymakers and government officials to promote the adoption of objective, evidence-based sustainability criteria. A coalition of like-minded market players was formed and activated to amplify the message — both through the media and at a high-profile stakeholder event at Nieuwspoort, the political press center in The Hague.
Result for the client
The combined effort — including political dialogue, coalition-building, media coverage, and the Nieuwspoort event — placed the issue firmly on the political and public agenda. As a result, several key opinion leaders publicly criticized the credibility of commercial sustainability labels, and policymakers adopted a more critical stance. This shift has led to increased recognition of genuine sustainability frontrunners, such as our client, in public procurement processes.
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