New EU rules are raising the bar for sustainability claims. For outdoor brands, travel destinations and others, this means stricter requirements – and an opportunity to build trust and engagement.

In this 45-minute introduction, NORR Agency explains what the Empowering Consumers directive means for your company, and how to create communication that informs, engages, and stands up to scrutiny.

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5 steps to avoid greenwashing and create meaningful content

1. Understand the new EU rules

In 2026, the EU’s Empowering Consumers for the Green Transition directive will become national, binding law. What will change compared with previous rules on sustainability claims? What does the timeline look like? And what do C-level management and owners need to know?

2. Review your claims

What do you claim on your website, in advertising, at point of sale? Start by mapping your key channels and messages. Some claims may only need clearer wording. Others may be too vague, unsupported, or embedded in your brand story in ways that create risk.

3. Put your audience first

The new rules put customers at the centre. How can you help them make better decisions — and take part in the green transition? To answer that, you need to understand who you are talking to, what they need, and what they expect from your brand.

4. Set goals and create clear guidelines

Is your goal simply to stay compliant? Or do you want sustainability to play a stronger role in your brand and customer engagement? If you aim for more than compliance, you need a clear platform based on reliable data, with guidelines that help teams communicate consistently.

5. Build trust through better content

With a trustworthy foundation in place, sustainability content can do more than avoid risk. It can support storytelling, community building, advocacy, and engagement. Many customers are looking for companies that take an active role in the green transition. Show them what you do — and what you can do together.

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Let’s make it happen

Prepare your sustainability claims for the new EU rules on greenwashing. NORR Agency can help you understand the requirements, identify what needs to change, and create content that is credible, useful, and engaging.

Get in touch to start the conversation or book our 45-minute introduction to reliable sustainability claims:

Gabriel Arthur
+ 46 (0)70 632 54 99

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