UBA cements its sustainability credentials with the launch of CommToZero Platform and Zero Greenwashing guidance

In its efforts to become leaders in the fight against climate change, UBA has announced the CommToZero Coalition. The coalition aims to promote better and more sustainable consumer behaviour by being a part of, and a champion for, the global Race to Zero.

Marketing communications have an essential role to play in the ecological transition and CommToZero aims to make brands operating in Belgium part of the solution, driving the necessary changes in more sustainable consumer behaviour.

To help advertisers in their journey towards more sustainable communications, the coalition has presented the "zero greenwashing" guide, highlighting six principles based on national and international standards for ecological claims. The goal is to train and inform but also to adapt and update knowledge of the marcom sector to avoid misleading environmental claims.