Responsible public relations and marketing principles

At Conscious Communications we believe that marketing and public relations should drive positive change for people and the planet. As a purpose-led agency and certified B Corporation (B Corp), we are committed to communicating in ways that are accurate, ethical, transparent, and aligned with our broader commitments to sustainability, community impact, and responsible business practices.

The following principles guide how we communicate environmental and social claims across our owned channels and on behalf of all clients.

1. Accurate, precise, and substantiated claims

We ensure that all environmental and social claims are:

• Precise, specific, and clearly defined: avoiding broad or ambiguous statements.
• Verifiable and evidence-based: grounded in reliable data, recognised methodologies, or peer-reviewed or scientific research.
• Supported by documentation: with claim substantiation retained and reviewed internally.
• Reflective of full context: including boundaries, assumptions, and methodologies used to determine impact.

Our approach extends to our wider responsible business commitments, such as fair and transparent procurement, supporting local communities, and promoting supplier diversity, ensuring that statements related to these areas are factual and substantiated. 

2. Truthfulness, transparency, and accountability

We commit to clear, balanced, and honest communication about social and environmental impacts, both positive and negative:

• Truthful representation of performance: including progress, challenges, and areas where we seek improvement.
• Transparency about our practices: such as our commitment to local procurement, community engagement, inclusivity, and sustainable operations.
• Accountability through internal review: ensuring claims undergo appropriate scrutiny by team members and the senior leadership team.
• Open communication about limitations and ongoing work: avoiding overstatement or “greenwashing” or “social washing”.
• Alignment with recognised frameworks: including B Corp standards, industry codes, and relevant regulatory guidance.

This commitment reflects our belief that responsible communication is inseparable from responsible business practice.

3. Ethical use of public relations and marketing practices

We apply rigorous ethical standards to all communication practices, especially when addressing sensitive topics or vulnerable audiences:

• Respect for local communities: cultural differences, and the diverse stakeholders impacted by our work.
• Authentic representation and responsible storytelling: particularly in campaigns involving social justice, environmental issues, or community impact.
• Avoidance of misleading, manipulative, or fear-based tactics: ensuring messaging empowers rather than exploits.
• Consideration of community-level impacts: including the ethical implications of promoting local procurement, supplier diversity, and inclusive economic development.
• Compliance with relevant regulatory and industry bodies: including UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code), Advertising Standards Authority (ASA) guidance, and Public Relations and Communications Association (PRCA) ethical frameworks.
• Thoughtful selection and use of channels: ensuring sensitivity when communicating about environmental, social, or wellbeing-related issues.

These principles reflect our commitment to integrity, accountability, and positive impact in all communications. We may rely on clients to provide accurate, evidence-based information and will only communicate claims that can be appropriately verified. We review and update it regularly to ensure it remains aligned with evolving best practice, our Sustainable Procurement Policy, and our mission as a certified B Corp company.