Originally published at the EACD blog, written by Rui Veras, EACD Board member,
In today’s polarised world, where conversations around climate change, sustainability, and innovation often spark division, effective communication is more vital than ever. Thomas Philipon, CEO of TotalEnergies Corbion, recently highlighted this need, urging the biobased industry to “communicate more and better.” His message is straightforward: without clear, consistent, and unified messaging, the bioeconomy risks being misunderstood or overshadowed in a world hungry for solutions but fractured by scepticism and competing narratives.
The bioeconomy—anchored in biobased, recyclable, and compostable solutions—represents a beacon of hope in addressing the dual crises of climate change and plastic pollution. However, as Philipon notes, the industry’s potential remains under-leveraged, partly due to a communication gap. In an era where information is abundant but often fragmented or polarised, the challenge lies in cutting through the noise to deliver messages that inspire trust, foster collaboration, and drive systemic change.
For communication directors, this challenge presents a unique opportunity. Clear, transparent, and empathetic communication can bridge divides, turning scepticism into understanding, and apathy into action. Messaging must focus not only on the technical merits of biobased solutions—such as reduced carbon footprints and compatibility with circular economy principles—but also on addressing broader concerns that fuel polarisation. For example, misconceptions about bioplastics’ efficacy or fears of “greenwashing” can be mitigated through honest, science-backed storytelling that acknowledges both progress and challenges.
Moreover, the polarised nature of today’s discourse demands a shift in strategy. Rather than simply broadcasting benefits, communication must engage stakeholders on a deeper level, fostering dialogue that bridges ideological divides. For the bioeconomy to thrive, it needs allies across the spectrum—policymakers, NGOs, industries, and even sceptics. Crafting inclusive narratives that highlight shared values, such as a commitment to a healthier planet for future generations, can help align diverse audiences around common goals.
Collaboration across the value chain is essential. By working with partners in agriculture, packaging, recycling, and beyond, communication professionals can amplify unified messages that demonstrate the bioeconomy’s systemic benefits. This collective voice is critical to influencing policy, securing investment, and fostering public trust in biobased innovations.
In a polarised world, communication is not just a tool—it is the linchpin of progress. The biobased industry holds immense potential to drive meaningful change, but realising that potential requires bold, empathetic, and transparent communication. By building bridges instead of walls, the bioeconomy can cut through division and inspire the collective action needed to address today’s most pressing challenges.
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