The key changes brought by EmpCo and the communication priorities that follow.
One thing upfront: transparency, substance, reliable data and active communication are what matter most right now.
The EU directive Empowering Consumers for the Green Transition (EmpCo) must be transposed into national law by 27 March 2026. As a result, corporate sustainability communication is coming under renewed scrutiny. Any public claim will soon need to be backed by solid, verifiable data.
On 26 February 2026, we therefore took a closer look at the growing tension between reporting obligations and the rising demand for credibility. While many organisations are working intensively on data collection, uncertainty is mounting in parallel: What already constitutes greenwashing — and when does greenhushing begin? These were among the questions addressed during the NetCero webinar, which featured insights from experts at Österreichische Post AG and the Academy for Climate Action.
The Academy for Climate Action began by providing a clear and concise overview: What exactly is changing from a regulatory perspective, and what should companies pay attention to when making public sustainability claims? Using practical examples, the speakers illustrated what good communication looks like — transparent, evidence‑based and focused on real impact.
Participants also gained insights from Österreichische Post, which shared how its sustainability reporting and advertising claims have evolved in recent years. NetCero, in turn, demonstrated how digital tools can support organisations in managing data and ensuring credible communication.
The takeaway: EmpCo raises the bar but also creates opportunities. Those who maintain control over their data and communicate with care not only strengthen their credibility, but also build lasting trust among their stakeholders.