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Get to know the mechanics of greenwashing to sharpen your ecological arguments in advertising
Advertising with more responsibility: find the right tone of voice
Today, just acting for sustainability isn’t enough — it needs to be communicated in a way that’s clear, compelling, and authentic. Consumers are on the lookout for brands that are not only committed to social and environmental causes, but also make these commitments understandable and credible.
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Going ‘green’? Shout it out loud!
Advertising that is linked to more sustainability is a true art form that requires precision, consistency, and creativity. A poorly crafted message can leave people skeptical, while a well-told story can inspire awareness and drive action.
At RMB, we believe that guiding brands in responsible or social communication goes beyond providing the right advertising formats — it’s about offering strategic insight. Alongside our BLUE commercial solutions, we provide the tools, research, and workshops to help you create impactful, genuine, and transformative campaigns. Discover our best practices for engaged advertising and ensure your messages are communicated with the clarity they deserve.
Create the spark with “fresques”
At RMB, we believe that awareness is the first step toward transformation. That’s why we run collaborative Fresks (from the french term “fresques”). These are engaging workshops designed to raise awareness on specific issues. Beyond awakening minds, they aim to identify concrete actions that can be implemented.
• The Advertising Fresk
We offer to host the Advertising Fresque at your company or in our offices. This interactive workshop will give you an in-depth understanding of the major social, economic, and environmental challenges within the advertising industry. You’ll also explore the levers you can use to become an agent of change at the heart of our ecosystem. In 2024, 82 participants joined this stimulating experience. Why not you?
• The New Narratives Fresk
Through this 3-hour workshop, we invite you to explore the impact of storytelling on our society and decode its influence on our behaviors. Together, we’ll discuss how to reinvent collective imaginations by replacing outdated visions with positive stories capable of inspiring a more responsible and desirable future.
These workshops are open to everyone in your organization, from management to marketing teams. You can even invite your clients! Let’s work together to redefine the communication of tomorrow.
Combine sustainability and credible advertising to drive real impact
Credibility is a key driver of more responsible advertising: 65% of consumers are willing to change their habits in favor of brands engaged in more sustainability if they find them credible. If your brand is committed to sustainability, it's essential that your communication is perceived as trustworthy. Otherwise, even your most meaningful actions may go unrecognized.
To explore this issue in depth, RMB conducted a dedicated study on radio spots in collaboration with Var (VRT’s media sales house) and its media partners (NRJ, RTBF and LN RADIO). The findings, led by creative agency Bubka, are telling: in the southern part of the country, only 13.9% of sustainability-themed radio ads are perceived as credible by listeners. That number rises only slightly to 22% for institutional campaigns.
The takeaway is clear: there's significant room for improvement. Our research identifies the key narrative levers to enhance the credibility of a message with a “sustainable” theme: fostering transparency, showing genuine commitment, emphasizing shared values, creating a sense of urgency, and reinforcing clarity through specific, tangible details.
Through our insights, we help you boost the positive impact of your sustainability messaging. Making commitments is good. Being believed is essential.
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Spot and avoid greenwashing in your campaigns
Today, environmental concerns have taken center stage in advertising—and that’s great news! However, it's crucial to avoid misleading consumers with vague, deceptive, or unverified environmental claims. This is all the more important as the European Union is preparing to enforce strict new regulations for advertisers by 2026 to actively tackle greenwashing.
In this context, RMB partnered with JCDecaux and GiveActions to launch a study assessing the state of greenwashing in Belgium. Based on an analysis of approximately 13,000 ads aired over the past year across radio, television, and outdoor media, the study has already delivered two editions, in 2024 and 2025.
The key findings from the most recent wave: 7.8% of all ads include at least one environmental claim, and 27.4% of these ‘eco-friendly’ ads show a risk of greenwashing.
Make your message count with CSA best practices
The CSA (Conseil Supérieur de l’Audiovisuel) has developed a new code of conduct for advertisers aimed at reducing sexism, hypersexualisation, and gender stereotypes in advertising. The goal is clear: to encourage more equal, inclusive, and respectful commercial communications.
At RMB, we fully support this initiative and actively promote the adoption of this code of conduct. Because sustainability also means embracing social progress. With this in mind, we invite you to explore the CSA’s practical guide, a hands-on tool designed to help you reassess and improve your advertising content by eliminating the stereotypes still too often present in the industry.
Let’s work together to implement the CSA’s recommendations in your campaigns. Because a message with a sustainable goal is also one that helps society move forward.
Tell a compelling Blue Story with Slice
In a world overflowing with content, powerful storytelling makes all the difference. In the field of sustainability, a well-crafted narrative can elevate a simple commercial message into a true emotional connection, making a product or service with a sustainable goal, more desirable.
With Slice, RMB’s affiliated content agency, we help you shape a Blue Story that reflects who you are: sincere, impactful, and future-focused.
Slice brings together purpose-driven brands and inspiring content creators to shape campaigns that truly resonate. We co-create powerful stories that reflect your CSR commitments—without falling into the trap of greenwashing. The goal? Turn your message into a meaningful brand experience and spark lasting emotional connections with your audience. Make your voice heard. Make your impact felt.
Speed up your shift to accessible advertising
To celebrate its 40th anniversary, RMB released a White Paper dedicated to subtitling and audio description. This clear, practical guide helps advertisers seamlessly bring accessibility into their campaigns. It walks you through the key steps, breaks down technical barriers, and shows that accessible advertising isn’t just achievable — it’s simple, cost-effective, and strategically smart.
Created as a shared reference for the market, the White Paper builds on major progress made by RMB in partnership with RTBF. Since the start of the 2025 season, this collaboration has made it possible to broadcast TV commercials that are simultaneously subtitled and audio-described — a national first that marks a major step toward truly inclusive advertising.
Packed with recommendations, best practices, cost insights, and real-life feedback, this White Paper is an essential resource for anyone looking to create more open, inclusive communication that meets today’s societal expectations.
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