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Practical Guidance

Image of a coffee cup being hit by a coffee pod and splashing coffee

Coffee ads banned for misleading ‘compostable’ claims

Two major coffee brands, Lavazza and Dualit, have had their adverts banned by the UK’s Advertising Standards Authority (ASA) for making misleading claims that their coffee pods and bags were ‘compostable’.
The ASA found that both companies gave the false impression that these products could be disposed of in domestic compost bins, when in reality they require specialist industrial composting facilities to break down properly.
Both brands argued that their products were certified to the European Standard EN13432, indicating industrial compostability, and claimed they did not intend to suggest home composting was possible. However, the ASA ruled that the term ‘compostable’ in the context of consumer products for home use would likely be interpreted by the average consumer as suitable for home composting.
The watchdog emphasised that failing to clarify such distinctions risks misleading consumers. The cases highlight the importance for brands to provide clear, accurate, and substantiated environmental claims, ensuring that consumers are not misled about the details of product disposal. The ruling serves as a lesson for marketeers that context, nuance and precision are essential to avoid regulatory action and reputational damage.

Article by: Dominic Tantram Topic: Blog, Practical Guidance, Responsible Communications, Sustainability Issues
Building a more sustainable future begins with being able to communicate your sustainability efforts as a business.

What is Responsible Communication?

As environmental concerns take centre stage, the importance of responsible communication within Corporate Social Responsibility (CSR) is paramount. It extends beyond mere transparency and clarity; it embodies a company’s authentic commitment to sustainable practices. This concept is vital for building trust with clients, stakeholders, and the wider public, ensuring that environmental issues are addressed sincerely, …

Article by: Max Shukla Topic: Hints and Tips, Responsible Communications
Carbon-neutral-communications - mage of a carbon neutral cloud under pressure from 3 forces (Regulation, Net Zero and Expectations

Carbon Neutral Communications

Despite considerable regulatory focus on carbon neutral claims, companies are still getting their communications wrong, so what is happening?
While many large companies now appear wary of making claims about carbon neutrality, we can still see considerable focus on these in the SME space, some fuelled by questionable labelling schemes.
This article reviews recent regulatory and best practice developments and explores where businesses have gone wrong.

Article by: Dominic Tantram Topic: Blog, Practical Guidance, Responsible Communications, Sustainability Issues, Sustainability Reporting
Reputational Risk - stylised photo of fox - an animal with a mixed reputation!

Reputation risk and sustainability – who do you work with?

Reputation is widely regarded as one the most valuable assets of an organisation. Sustainability can also be an important contributor to both reputation and several dimensions of business value.
In this article we explore different dimensions of reputational risk, how it might be affected and how you can protect it.

Article by: Dominic Tantram Topic: Blog, Practical Guidance, Redefining Value, Sustainability Issues, Sustainable Business Management
Communicating Sustainability– how audiences value different language - line drawing portrait of Aristotle who proposed a model of communication over 2000 years ago

Communicating Sustainability– how audiences value different language

To drive change in their organisations, sustainability professionals have to be effective influencers as well as content experts.
However, navigating how to develop the right messages for the right audiences can present a range of challenges, especially when sustainability can be complex, nuanced, and the subject of assumptions and strong passions.
Understanding the nature and types of communication that are used and valued by different groups, functions and professions in your organisation is fundamental to success.
Even within a single organisation, ways of thinking, cultural norms and professional perspectives can vary widely. Successful sustainability communication needs to recognise and utilise this diversity.

Article by: Joss Tantram Topic: Blog, Practical Guidance, Sustainability Reporting, Training and skills
Greenwashing risks - routes and relationships

Greenwashing – dimensions of risk

Greenwashing – misleading communications on sustainability issues – has various dimensions of risk, but these are often overlooked, and their implications are insufficiently examined.
While greenwashing may appear as simply irritating, it actually causes a range of harm and presents multiple business risks. Risks to the company which communicates it – but also risks to companies involved in creating it and those associated with it.

Article by: Dominic Tantram Topic: Blog, Hints and Tips, Practical Guidance, Provocations, Thoughts and Big Ideas, Sustainability Issues, Tools and Solutions
Greenwashing-copy-creator

Greenwashing Copy Creator *

It's tough doing the work of creating truly misleading greenwash. But don't worry, help is here use the Greenwashing Copy Creator (GCC) to hit the eco-friendly target. Definitely not to be confused with the Green Claims Code (GCC) this will really help you knock out vague, misleading and generally crapulous copy - read this to get your own UTI!

Article by: Dominic Tantram Topic: Blog, Hints and Tips, Provocations, Thoughts and Big Ideas, Satire
Greenwashing-green-claims-turning-up-the-heat. Graphic image of commercial waste bin on fire - with label 'green claims'

Greenwashing – turning up the heat on green claims

Greenwashing is getting dangerous - regulators, customers and consumers have increasing expectations regarding access to good quality, consistent information on sustainability, whether it is about a company’s overall performance, or about specific aspects of a product and how it compares to others. This article explores the context and what you need to consider while attempting to meet growing customer expectations and increasingly fierce regulators.

Article by: Joss Tantram Topic: Blog, Practical Guidance
ESG-Sustainability-Reporting–More-materiality-say-investors

ESG and Sustainability Reporting – are you engaging your investors?

ESG and Corporate Sustainability reporting with an investor focus is increasing in importance. Many company reports are still stronger on rhetoric than on providing a clear picture of sustainability issues, impacts and risks. In addition, there are still challenges in how companies identify which of these issues, impacts and risks are material to the company now and in the future. Joss Tantram, Partner at Terrafiniti, reviews regulatory guidance for ESG and sustainability reporting and considers the fundamentals of good disclosure for stakeholders while enhancing investor engagement.

Article by: Joss Tantram Topic: Blog, Hints and Tips, Redefining Value, Sustainability Reporting
Greenwashing-what-do-marketeers-need-to-get-right

Greenwashing – as regulators mobilise, what do marketers need to get right?

Greenwashing is insidious and widespread. It’s also harmful to your reputation, one of the main sources of value from taking meaningful action on sustainability issues.
And greenwashing is becoming a tidal wave.
So how should marketers and other professionals tackle this?

Article by: Dominic Tantram Topic: Blog, Hints and Tips, Practical Guidance, Sustainability Issues, Sustainability Reporting, Sustainable Business Management, Sustainable Products
Purpose-looking-forward

Does your company really make the world a better place?

Sustainability Professionals Resilience Group | SPRG Simply making money is no longer seen as sufficient by many. Demonstrating purpose and social value is increasingly important. The World Economic Forum, among others, is promoting “Stakeholder Capitalism”, with a focus on companies playing a positive role in solving global challenges and reducing inequality. BlackRock’s (the world’s largest …

Article by: Dominic Tantram Topic: News, Practical Guidance, Sustainability Professionals Resilience Group | SPRG
Greenwashing-trust-us

What is Greenwashing? Why it matters and how to avoid it

The need for meaningful change in business practice to deliver sustainability and equity is perhaps more pressing than ever. But persistent greenwashing undermines the wider understanding of sustainability, erodes trust, adds confusion and fuels cynicism.

Article by: Dominic Tantram Topic: Blog, Practical Guidance, Provocations, Thoughts and Big Ideas, Sustainable Business Management
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