The Challenge

Steel production accounts for over 5% of EU CO₂ emissions, making decarbonisation of the sector essential to meeting climate targets. However, the absence of a harmonised and credible standard to define and compare low- and near-zero emission steel limited transparency, investor confidence and market demand.

Wirtschaftsvereinigung Stahl, the German Steel Association, sought to address this gap by creating an international association to develop and operationalise the Low Emission Steel Standard (LESS): a classification and labelling system for low-carbon, near-zero and emission-intensive steel, based on transparent benchmarks and third-party certification.

Edelman was briefed to support the establishment of the association, including its identity and governance in Belgium, and to develop a strategic narrative to engage policymakers, producers and stakeholders while aligning diverse industry actors around a shared reference benchmark.

The Strategy

Edelman delivered integrated support spanning brand development, association set-up and public affairs positioning.

This included developing a clear and neutral identity for LESS, framing the standard and label in line with EU sustainability and greenwashing requirements, and supporting the legal and operational establishment of the association in Belgium. In parallel, Edelman helped align founding members around governance, decision-making and policy positioning, while shaping a narrative tailored to policymakers, industry and market audiences.

The Execution

Edelman led the end-to-end execution of the LESS launch, combining branding, association governance and stakeholder engagement. This included developing and finalising the LESS name, logo and visual identity, and translating the purpose of the standard into clear policy-facing and market-facing messaging.

In parallel, Edelman supported the formal incorporation of LESS as an international non-profit association (AISBL) in Belgium and coordinated governance and decision-making processes among founding members. The association was officially launched at the Hanover Fair in April 2024, supported by targeted stakeholder engagement and media outreach.

The Outcome

The project laid the foundations for a harmonised, third-party certification system to support transparent market demand for low- and near-zero emission steel aligned with EU climate objectives.

LESS was officially launched at the Hanover Fair with high-level political visibility, including the participation of the German Federal Minister for Economic Affairs, and secured coverage in top-tier German media. The association was established in Belgium as a credible, international non-profit standard-setting body.