Back
Back

Communication & Brand Development

Enhancing farmer resilience and livelihoods lies at the heart of our mission. Farmers are the stewards of the land, and we believe their transition to organic farming should be rewarded, both for their efforts and for their role in protecting the planet and its resources. In 2022-2023, we welcomed a new cohort of farmers from India and Pakistan into our Farm Programme. Supporting and funding new groups of in-conversion farmers annually is crucial for building a transparent, responsible, and resilient supply chain. Our ongoing efforts aim to boost incomes for organic cotton farmers while investing in research and capacity-building, empowering OCA farmers with vital knowledge.
A Strategic Communication Programme to Strengthen EUMEPS’ Reputation
Transforming EUMEPS’ Digital Presence
A new platform: Become a Member
The EUMEPS Manifesto: A Strategic Vision
Celebrating 30 Years of EUMEPS
Driving Engagement on Social Media
High-impact Multimedia Content
Conclusion
A Strategic Communication Programme to Strengthen EUMEPS’ Reputation
In 2024, EUMEPS implemented an ambitious communication programme to enhance its reputation as the authoritative voice of the EPS industry in Europe. Designed in collaboration with members and stakeholders, the programme provided the tools and strategies necessary to drive advocacy, build awareness, and position EPS as a critical solution to Europe’s environmental and economic challenges.
The foundation of this programme was laid during two intensive workshops in July 2023 – and a rebranding the same year – , following an in-depth consultation with stakeholders. This collaborative process ensured that the strategy reflected the priorities of EUMEPS’s members while aligning with its long-term mission.
The programme focused on two primary objectives:
  • Equipping EUMEPS with essential tools and platforms, such as a revamped website, targeted messaging frameworks, and digital campaigns, to engage effectively with policymakers, industry stakeholders, and the general public.
  • Reinforcing EUMEPS’s influence and visibility, ensuring its continued leadership in advocacy and its recognition as the go-to resource for EPS-related matters at the European level.
By focusing on three core narratives—EPS as a driver of the Green Deal, a material supporting eco-efficient innovation, and a solution enhancing everyday life—EUMEPS successfully connected with diverse audiences.
This communication programme not only strengthened EUMEPS’s digital presence but also amplified its advocacy efforts, establishing a solid foundation for future growth and influence. It is a testament to the power of collaboration and strategic planning, ensuring that EPS is recognised as a cornerstone of Europe’s sustainability and economic progress.
Transforming EUMEPS’ Digital Presence
In 2024, EUMEPS, under the expertise of Ingrid Morin, Communications Manager of EUMEPS, launched a revamped digital platform to better serve its members, partners, and the broader European audience. The main website, www.eumeps.eu, now provides a modern, intuitive hub for advocacy, technical insights, and member resources, aligning with EUMEPS’s vision to support the EPS industry across Europe.
Key features include:
  • Strategic content organised into core topics, covering EPS applications in buildings and packaging, recycling, sustainability, and technical guidance.
  • A dedicated press kit to improve outreach and visibility among European policymakers and media.
  • Thought leadership through the publication of articles, including simplified breakdowns of key EU legislation, such as the PPWR and the EPBD, to only name a few.
“This website and its sub-initiatives reflect the strategic vision of EUMEPS to align our advocacy outreach with the needs of our members. Now, EUMEPS has a practical, and structured communication tool that not only reflects its ambitions as a trade association but also supports its mission in advocacy at the European level, and in carrying the voice of the European EPS industry.”
Ingrid Morin
Communications Manager
Key features include:
  • Smart Insulation Europe: This platform focuses on EPS’s essential role in achieving energy-efficient construction. By addressing critical topics such as building standards, ETICS systems, and the integration of heat pumps, Smart Insulation Europe supports advocacy for energy renovation efforts across Europe.
  • Smart Packaging Europe: 
This site highlights EPS packaging as the most sustainable and resource-efficient solution in its category. With a focus on circularity and innovation, it showcases real-world examples that demonstrate EPS’s safety, cost-effectiveness, and environmental benefits.
Together, these platforms serve as vital tools to advocate for EPS’s role in achieving Europe’s sustainability ambitions, providing tailored content to policymakers, industry stakeholders, and the public.
A New Platform: Become A Member
In September 2024, EUMEPS launched the “Become a Member of EUMEPS” campaign, accompanied by a brand-new dedicated membership platform.
This initiative highlights the benefits of membership—advocacy opportunities, technical support, and collaboration—while calling on EPS manufacturers, suppliers, and stakeholders to join forces in building a sustainable, circular future for EPS across Europe.
The platform outlines how EUMEPS members actively shape policies, gain access to cutting-edge research and regulatory insights, and contribute to advancing recycling innovations and energy-efficient practices.
As Jürgen Lang, Director General of EUMEPS, stated:
“In the rapidly evolving regulatory landscape, collaboration is more critical than ever. Together, we can ensure a sustainable future for EPS products.”
Jürgen Lang
Director General of EUMEPS
To amplify this initiative, EUMEPS launched a social media campaign to reach a broader audience, share member testimonials, and foster an engaged community committed to EPS sustainability.
The EUMEPS Manifesto: A Strategic Vision
At the heart of EUMEPS’s 2024 communication efforts lies the EUMEPS Manifesto, a flagship initiative that represents the organisation’s vision for EPS as an irreplaceable material in achieving Europe’s climate and sustainability ambitions.
The EUMEPS Manifesto emerged from EUMEPS’s “Umbrella Paper”, a strategic document developed under the leadership of Jürgen Lang, Director General of EUMEPS. This document set forth the association’s vision to position EUMEPS as the voice of the EPS industry across Europe and at the EU level.
With its visually compelling content and clear messaging, the Manifesto effectively communicated the benefits of EPS in packaging and insulation to a broad audience, including policymakers, industry leaders, and the general public.
By uniting creative expertise, EUMEPS members, and partners, the Manifesto effectively strengthened the industry’s public profile. It served as a powerful advocacy tool, highlighting the unique contribution of EPS to the European Green Deal and positioning it as an essential component of Europe’s circular economy.
The Manifesto introduces the “6 Engagements of EPS”, emphasising its irreplaceable role in packaging and insulation. Through a combination of a downloadable brochure and engaging visuals, EUMEPS effectively communicated its message to policymakers, industry partners, and the public.
“We wanted to create a simple, yet impactful tool that would illustrate not just the benefits of EPS, but its absolute necessity in achieving Europe’s Green Deal objectives.”
Ingrid Morin
Communications Manager
To amplify this initiative, EUMEPS launched a social media campaign to reach a broader audience, share member testimonials, and foster an engaged community committed to EPS sustainability.
Key Resources:
  • An interactive website‍
  • Easy-to-understand visuals comparing “A World With and Without EPS”, which resonated strongly with stakeholders.A physical brochure outlining the 6 commitments.
  • A card-game: the EPS Memory Game.
Together, these platforms serve as vital tools to advocate for EPS’s role in achieving Europe’s sustainability ambitions, providing tailored content to policymakers, industry stakeholders, and the public.
Celebrating 30 Years of EUMEPS
This year also marked 30 years of EUMEPS leadership in supporting the EPS industry across Europe. The 30th Anniversary Event was held as a flagship celebration, gathering over 100 participants, including industry leaders, key members, and prominent figures from the European political landscape. This landmark event showcased not only the achievements of the past but also EUMEPS's strategic vision for the future.
Event Highlights
The celebration featured the official launch of the EUMEPS Manifesto, a centrepiece document outlining EPS’s role as an irreplaceable solution for achieving Europe’s sustainability goals. To bring the vision to life, EUMEPS unveiled a series of innovative materials designed to engage and inform a diverse audience, including a dedicated website, a creative educational card game and visually impactful onsite print communications materials.
The event was praised for striking the perfect balance between strategic vision and an engaging, memorable experience. Attendees were invited to explore how EPS contributes to Europe’s climate-neutral goals while fostering collaboration, innovation, and unity across the value chain.
A Platform for Dialogue and Reflection
The speeches delivered during the event, including those from Director General Jürgen Lang and guest speakers, underscored EUMEPS’s mission to promote cooperation and progress in the EPS industry.
As Jürgen Lang stated during his opening address:
“In the rapidly evolving regulatory landscape, collaboration is more critical than ever. Together, we can ensure a sustainable future for EPS products.”
Jürgen Lang
Director General of EUMEPS
The event also featured dynamic panel discussions industry leaders and policymakers, fostering dialogue on the role of EPS in addressing Europe’s energy efficiency, recycling challenges, and circular economy ambitions.
A Moment of Unity and Inspiration
The 30th Anniversary served as a powerful reminder of EUMEPS’s ability to unite stakeholders and drive meaningful progress. By combining thought leadership with creative, accessible messaging, the event strengthened EUMEPS’s role as the voice of the EPS industry while inspiring its members to play an active role in shaping the future.
Event resources and highlights, including photos and materials, can be accessed via the dedicated platform.
Driving Engagement on Social Media
EUMEPS’s strong social media strategy has reinforced its role as a leading voice for EPS, particularly within the European policy bubble.
EUMEPS Linkedin
Key results (2024)
  • 162,717 impressions and an engagement rate of 6.9%, exceeding the industry average.
  • A gain of 428 new followers, reaching a total of 2,407, with a significant share of visitors from Brussels (16%).
Top-Performing Content:
  • Launch of the Manifesto campaign.
  • Highlights from the 30th Anniversary Event.
  • Updates on EPS’s role in meeting EU standards (e.g., EPBD).
These results demonstrate EUMEPS’s ability to reach and influence decision-makers effectively.
High-impact Multimedia Content
In partnership with its communication agency, EUMEPS produced 5 professional videos in 2024, featuring clear, impactful messaging delivered by Jürgen Lang.
The purpose is to support the digital launch of key initiatives, including the Manifesto and to simplify complex messages for broader audiences.
The videos were well received on social media and at events, further strengthening EUMEPS’s credibility and reinforcing its position as a thought leader.
View them on our YouTube channel
Conclusion
In 2024, EUMEPS achieved a remarkable transformation of its communication strategy. From new digital platforms to impactful events and multimedia campaigns, these initiatives have positioned EUMEPS as the leading voice for EPS in Europe. By reaching key stakeholders across industries, policy, and the public, EUMEPS continues to shape a sustainable, innovative future for EPS.
Next
Advocacy & Political Engagement
next
next
Our Impact in 2024