Coalition against Greenwashing, for Ethical Green Communications and Climate Communications

Aim of the initiative

We are a group of consultants who help to develop clear messages of marketing strategy and campaigns for the public. We also help NGOs and educational institutions to spread the knowledge of climate communication and ethical green communication.

In recent years, various forms of „washing” have become common and widespread tools of product packaging and advertising. Unfortunately, every day we come across numerous marketing campaigns that comply with advertising law, but mislead consumers about environmental awareness and sustainability, and often educate them to adopt the wrong consumer behaviour. In both the consumer and service sectors, clear communication without ‘washing’ is the key to sustainability.

By disseminating ethical green communication practices and climate communication, the aim is to shape general attitudes, affecting both the corporate sector and society.

Our services

Dissemination

of articles and presentations on greenwashing, ethical communication and climate communication.

Consultation

Companies and NGOs who are taking real steps towards sustainability and want to communicate this in a credible way. Strategic planning and implementation of integrated green communication campaigns. After evaluating your company’s operations and current communications, we develop an ethical messaging and creative concept based on this.

Workshops

for marketing communication professionals and NGOs who want to actively participate in the development of an ethical communication system.

Topics:

  • Greenwashing
  • Ethical green communication
  • Climate Communication

The role and significance of climate communication in various communication approaches

Textual or visual representations of the environment ‘beyond human society’ can be found on a variety of platforms. Our image of reality is socially constructed – primarily through communication processes. What nature means to us as individuals and as a community is the product of our limited experiences based on the countless representations we encounter daily through media, education, etc.

The associations that we evoke in the addressee with the help of the means of communication are not all the same. We often do not even realise when a representation or an approach hinders the increasingly necessary restoration of the unity of mankind and the environment.

Good climate communication aims to support and catalyse the necessary complex changes – social, economic, cultural – with the right communication elements.

OUR TEAM

In August 2020, four communications experts discussed greenwashing on the main stage of the EcoPunk Festival. The panel discussion ended, but the conversation continues on and is getting louder…

Ágnes Paul- Organic Communications
Founder

2008 I founded my communications agency, Organic Communications. As ambassadors for good causes, we have been working for over a decade on awareness-raising projects that affect our society and our daily lives. We specialise in ethical green communications and support companies and organisations working in the social sector. The need to live consciously and sustainably is in my DNA. As a small child, I used to collect in Hungary aluminium lids from yoghurt and other cups with all my relatives to put them in the right bin in Germany, where there was already a separate waste collection.

Balázs Vér- DeepInsight Creative
Founder

After graduating as a philosophy teacher, I worked in the creative industries as a copywriter. I was a copywriter at D’Arcy Avenue for 10 years. As founder of DeepInsight I currently work as the creative director of the agency. I am a regular speaker at professional conferences. I believe that as a communicator, our profession is shaping human perceptions and behaviour. It is our duty to use this knowledge to solve the challenges that affect the future of us all.

Klaudia Bányai- Organic Communications

As the project manager of Organic Communications, I have been working with civil organisations and companies on green communication projects to raise awareness since 2022. It is important to me to support good causes, both privately and professionally. One of these key initiatives for me is UNICEF Hungary’s Climate Heroes programme for young people, which I have been involved in as a professional organiser since its inception. As a member of the Cleanwashers team, my aim is to use communication as a tool to support awareness-raising to tackle the ecological crisis, for which I am currently expanding my knowledge through a master program in human ecology.

László Berta- Firehouse / Author of Reklámtörténet (Advertising History blog) Founder
Founder

I started working in advertising in 2005 and in 2014 I founded my own agency, Firehouse. I have previously worked as a copywriter, creative director and strategist for agencies such as JWT, Human Telex, Rebel Rouse, Publicis Groupe (Saatchi & Saatchi, Leo Burnett). I am the founder of the professional portal Reklámtörténet (Advertising story) and have translated and published several professional books. I am a lecturer and guest speaker at several universities.

Réka Nagy- Climate Communication Expert, Writer of Ökoanyu (Ecomum)

I transitioned from leadership roles in online media to sustainability after reflecting on how to provide a good life for my child while staring at a pile of baby clothes before the birth of my first daughter. Shifting from visitor analytics to life-cycle assessments, I leveraged my expertise to delve into ecological topics. I launched the „Ökoanyu” column as a way to introduce sustainability into mainstream conversations, which led to the publication of five books, two of them bestsellers. I’ve since trained internationally in climate communication and human ecology, with the goal of spreading effective, measurable climate communication techniques.

Get in touch with us!

Seen an ad that made your greenwashing detector go off? Seen a great green statement? Can we help you with your brand’s or client’s green communications? Do you need help in climate communications? Get in touch with us!