Basic principles on marketing and communication of environmental and social claims
Note: This is a machine-translated version of the original German text. The translation was generated with AI assistance. In case of any discrepancy, the German original shall prevail.
"Charity is the drowning of justice in the cesspit of mercy"
Johann Heinrich Pestalozzi
1. Purpose and scope
This document defines the principles according to which PNZ-Produkte GmbH shapes its marketing and communication activities with regard to environmental and social claims.
The aim is to ensure that all statements made to customers, partners, the public and employees are accurate, verifiable and responsible.
The principles apply to all communication channels, in particular:
- Product labelling and packaging
- Website and online shop
- Social media and advertising
- Press and public relations
- Sales materials and technical documentation
2. Principle of substantiated and verifiable claims
PNZ commits to formulating environmental and social claims in a manner that is precise, verifiable and robust.
- Claims are based on reliable data, internal measurements, external audits or scientific findings
- Terms such as "sustainable", "environmentally friendly" or "ecological" are only used when they are specified and substantively justified
- Where possible, claims are supported by standards, certificates or testing procedures (e.g. DIN/ISO)
- Generalising or misleading claims are avoided
- Claims are reviewed regularly and updated in light of new findings
3. Principle of transparency and accountability
PNZ communicates the social and environmental impacts of its business activities in a manner that is transparent, nuanced and comprehensible.
- Both positive developments and existing challenges and trade-offs are presented openly
- Environmental and social impacts are considered not in isolation, but in the context of the entire lifecycle
- Incomplete data or existing uncertainties are made explicit
- Progress is documented without glossing over the current situation
- Responsibility does not end at the factory gate, but also encompasses supply chains and indirect impacts (Scope 3)
The aim is to convey a realistic picture and build trust through honesty rather than simplification.
4. Principle of ethical communication
PNZ commits to an ethically responsible approach to marketing and communication.
- No claims are made that are misleading, exaggerated or emotionally manipulative
- Sensitive topics such as the environment, health or social responsibility are treated factually and respectfully
- Fears, feelings of guilt or uncertainties are not deliberately used for marketing purposes
- Communication measures are guided by the principle of enabling informed decisions – not influencing them
- The same standards of care and responsibility apply in digital channels and new technologies (e.g. AI-assisted content)
5. Implementation and responsibility within the company
Compliance with these principles is an integral part of company practice.
- Those responsible for marketing, sales and communications are accountable for implementation
- Content is reviewed internally, particularly for environmental and sustainability claims
- Specialist departments (e.g. development, quality assurance) are involved as needed
- This document is reviewed and updated regularly
6. Objective
With these principles, PNZ pursues the goal of contributing to credible, responsible and comprehensible communication in the area of sustainable products.
In the long term, communication should not only inform, but also help to promote realistic expectations, informed decisions and a better understanding of sustainable materials and their use.
Associated documents