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Communicating about the circular economy has become a strategic priority for businesses—and a high-stakes endeavor. Caught between greenwashing and greenhushing, communications, CSR, and marketing teams are seeking clear guidance. This practical guide, co-authored by Circul'R and ADEME, addresses this key question: How can companies effectively highlight their circular economy commitments with accuracy, transparency, and 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.
- Greenwashing involves exaggerating, embellishing, or misrepresenting one’s environmental efforts to project a more virtuous image than reality. In addition to reputational risks, it is now a criminal offense punishable by severe penalties—up to a €3.75 million fine and five years in prison for digital dissemination. In October 2025, the DGCCRF reported that more than 15% of the businesses inspected had committed serious violations.
- 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:
- The law AGEC prohibits vague or unsubstantiated environmental claims: "biodegradable," "environmentally friendly," and "eco-friendly" are now banned from products and packaging without 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:
- The EmpCo regulations prohibit unsubstantiated generic environmental claims and labels that are not certified by a public authority.
- 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. Communication is a strategic tool, not just window dressing: it lends credibility to initiatives, engages stakeholders, and builds lasting trust.
2. Transparency and concrete evidence are essential: commitments without figures, data, or verifiable sources fuel mistrust. Every claim must be backed up by evidence.
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:
- Communicating about circular production methods: promoting resource efficiency from the production stage onward, eco-design of products, and sourcing secondary or renewable raw materials.
- 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
The guide analyzes six real-world initiatives, selected according to a rigorous protocol (no complaints filed with the Advertising Ethics Jury, no mention in the ADEME-ARPP Advertising & Environment report)
- 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.
The introductory webinar
To mark its release, Circul'R brought together four experts to share their insights and feedback:
- Valérie Martin, Head of the Citizen Engagement and Media Division, ADEME
- Sara Bonnet, Director of Communications, Circul'R
- Camille Fromentin, environmental lawyer
- Vincent Roche, Head of Marketing for Europe, Legrand
- Laure Castagnino, Head of Insights and Sustainable Marketing Consulting, Citeo
Download the practical guide "How to Communicate Effectively About the Circular Economy"
Circul'R supports companies in their circular communication efforts
Since 2016, Circul'R has been helping companies organize and promote their circular economy initiatives—from team training and strategic consulting to facilitating coalitions.
