Rapport

Communiquer sur l'économie circulaire est devenu un enjeu stratégique pour les entreprises, et un exercice à hauts risques. Entre greenwashing et greenhushing, les équipes communication, RSE et marketing cherchent des repères clairs. Ce guide pratique, co-rédigé par Circul'R et l'ADEME, répond à cette question centrale : comment valoriser ses engagements circulaires avec justesse, transparence et impact ?

Why is it so difficult to communicate about the circular economy?

The circular economy is emerging as one of the most powerful drivers of the green transition. Companies see it as a strategic opportunity to boost their resilience and competitiveness and meet growing consumer expectations. But caught between sincere ambitions and regulatory pressure, the discourse faces two major obstacles.

• Le greenwashing (ou "éco-blanchiment") consiste à exagérer, maquiller ou déformer ses efforts environnementaux pour afficher une image plus vertueuse que la réalité. Outre les risques de réputation, c'est aujourd'hui un délit pénal sanctionné lourdement — jusqu'à 3,75 millions d'euros d'amende et 5 ans d'emprisonnement en cas de diffusion numérique. En octobre 2025, la DGCCRF signalait que plus de 15 % des professionnels contrôlés présentaient des manquements graves.
• Greenhushing, on the other hand, involves keeping one’s environmental commitments under wraps for fear of criticism. According to a South Pole survey (2024), 44% of communications and CSR directors admit to having refrained from speaking out about their commitments for this reason. This silence deprives the transition of its inspiring role models.

These two pitfalls point to the same underlying challenge: communication that is still finding its footing in the face of demands for transparency and the complexity of environmental issues.

Which environmental claims are prohibited by law?

Regulations have become significantly stricter in recent years. Several laws now clearly define what companies can and cannot say.

In France:

• La loi AGEC interdit les mentions environnementales vagues ou non prouvées : "biodégradable", "respectueux de l'environnement", "écologique" sont désormais proscrites sur les produits et emballages sans justification.
• The Climate and Resilience Act has classified greenwashing as a deceptive business practice in the Consumer Code, on par with financial fraud.

In Europe:

• Le règlement EmpCo interdit les allégations environnementales génériques non fondées et les labels non certifiés par une autorité publique.
• The ESPR regulation requires greater transparency regarding the environmental impact of products.
• The PPWR packaging regulations require companies to be able to substantiate all their environmental claims.

The 6 Pillars of Successful Circular Communication

The Circul'R x ADEME guide identifies six key principles for crafting communications that are credible, easy to understand, and aligned with the challenges of the circular economy.

1. La communication est un levier stratégique, pas un habillage : elle crédibilise les démarches, engage les parties prenantes et renforce la confiance dans la durée.

2. La transparence et les preuves tangibles sont indispensables : les engagements sans chiffres, sans données ni sources vérifiables alimentent la méfiance. Chaque affirmation doit pouvoir être étayée.

3. Communication must be proportionate and consistent: the goal is not to say everything, but to highlight the most impactful factors in a way that aligns with operational reality.

4. Acknowledging one’s limitations lends credibility to the narrative: admitting that the transition is a work in progress rather than a mission accomplished helps avoid unrealistic expectations and accusations of greenwashing.

5. The strength of the offering comes before the rhetoric: communication is only valuable if it is based on a successful circular approach. The opposite—communicating before making the transition—is the very definition of greenwashing.

6. Communication must make the circular economy appealing and accessible: the green transition will not be achieved by making people feel guilty. Messages must be engaging, concrete, and convey a positive narrative.

The 3 pillars of circular communication

Communication on the circular economy is organized around three complementary pillars, which correspond to the different stages of the life cycle of products and resources:

• Communiquer sur ses méthodes de production circulaire : incitation à la sobriété dès la production, éco-conception des produits, approvisionnement en matières premières secondaires ou renouvelables.
• Promote a more circular approach to consumption: mindful use, optimization (sharing, the sharing economy, functionality), and extending product lifespans through repair, reuse, and refurbishment.
• Communicating the potential of end-of-life materials: accelerating sorting and expanding collection points, and improving access to recycling.

Real-world examples: how brands are doing it right

Le guide analyse six initiatives réelles, sélectionnées selon un protocole rigoureux (absence de signalement au Jury de Déontologie Publicitaire, absence de mention dans le bilan Publicité & Environnement ADEME-ARPP) :

• Patagonia: Communicating About Simplicity, Reduction, and Changing Habits
• Biocoop: Communicating About Packaging Reduction
• Fairphone: Communicating About the Use of Recycled Materials
• Fnac Darty: Promoting a Maintenance and Repair Service
• Le Fourgon: Raising Awareness About the Benefits of Reuse
• Le Pavé: Promoting a technique for repurposing materials

For each example, the guide provides details about the initiative, analyzes its communication strategy, and suggests ways to improve it.

Who is this guide—co-authored by Circul'R and ADEME—intended for?

To communications and marketing professionals, CSR managers, and business leaders: everyone responsible for turning commitments into clear messages that inspire trust and foster buy-in.

This guide does not cover non-financial reporting (taxonomy, CSRD); it focuses specifically on reporting related to the circular economy as defined by ADEME.