Human & Heard · External Advisory Proposal
Proposal:
External Rollout
of AMC
Suggested approach for the launch communications and rollout of PCX Solutions' Alternative Materials Certificate and standard.
⚠ Confidential & NDA Protected
Overview
Approach
Credibility and integrity, before visibility
Building on learnings from other sustainability standards communications, the external rollout leads with integrity and credibility as a core principle, over visibility. Taking learnings from Verra, whose comms has shifted from overstated impact claims to integrity and third-party oversight as the central message.
3-month staged rollout to June 2026
June 2026 represents a key milestone where, after 1.5 years of private expert engagement and public consultation, the Alternative Materials Certification is ready for industry and real-world application.
End-April public launch opens a transparent process
The June 2026 launch is framed as the start of a transparent public process backed by demonstrated prior rigour — drawing on TNFD's iterative beta model and EFRAG's sequenced stakeholder engagement approach to the ESRS.
Documented iteration de-risks future engagement
Post-consultation, responses will be synthesised and the AMC standard updated from V1.0 to V1.1. This documented iteration process de-risks and supports further public engagement after launch.
Phase 1
Public Consultation
Comms objective: Launch the public consultation and encourage participation in an inclusive, robust process.
w/c 27 April – End May 2026
Key Dates
- w/c 20 April — High-level stakeholder meetings TBC: who/what
- 27 April — Launch webinar
- May — Public consultation runs for the full month
- 5–6 May, Amsterdam — Ina at PRSE Europe
- May, Munich — Stefanie at IFAT
Launch Webinar
- Open invitation, framed as the opening of a public consultation period
- Format draws from EFRAG's model: present the standard, explain the consultation process, explicitly name what feedback is being sought and why
- Feature the first off-taker as a named participant, the pilot project as the real-world anchor, and one or two institutional engagement partners as endorsing voices
Comms Checklist
Core Narrative TBD
- The problem it solves — key differentiator
- The firsts: changing of economics, product life cycle, etc.
- What it is and why it is credible
- What it is not
- Honest framing of dependencies (e.g. regulation) and what is still being tested
Product Name TBD
- AMC is functional — room to reconsider for memorability
- Syllabic option: Alternative Materials = ALTMAT or ALMA
- To be confirmed with PCX team
Suite of Materials
- Social media copy (external)
- Landing page on website (external)
- One-page narrative (internal)
- FAQs (internal)
- Draft standards and methodology
- Concept note TBC: audience and purpose
- PCX LinkedIn / email comms
Success Metrics
- Participation in webinar
- Participation in consultation
- Reach of digital platforms
Phase 2
Public Launch of Standard
Comms objective: Build public trust and visibility for the new standard; open doors for conversations with partners.
End-June / July 2026
Pre-Launch
- Post-consultation update to circle back with participants, update stakeholders involved in the process, and share the latest standard
- Develop media list and directly engage 3–5 key journalists covering plastic innovation in relevant geographies
Launch
- Public release of the standard and methodology documentation, highlighting support and endorsements from target stakeholders
-
Press release
- Quotes from PCX and endorsing voices (e.g. Samoa government)
- Feature the Pacific compostable diaper project as real-world proof of concept
-
Media engagement — global sustainability and industry trade media
- In relevant geographies (Pacific Islands, Philippines), extend to top general business media given local government and business involvement
- Social media and digital channels to amplify the announcement
Success Metrics
Summary
Rollout Timeline
Public consultation
w/c 27 April – May · 4 weeks
Incorporation of feedback & pre-launch
May – early June · 2 weeks
Launch standard
End-June – July · 2 weeks