Terrafiniti
Sustainability Consultancy, Sustainability Consultants, Sustainability
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.
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.
Worldwide regulators are tightening up on strategic greenwashing to protect consumers, business and market integrity. As further examples arise there is more, we can learn about what regulators will tolerate and what they require of companies.
Put simply, any leeway for general feel-good statements, vague aspirations and unsubstantiated claims has vanished as the focus shifts from products and services to more fundamental strategy.
In this article, we review the major stakeholders with a stake in clamping down on greenwashing, take a look at three recent high-profile cases where adverts have been banned and examine the far-reaching implications of regulatory requirements for companies.
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.
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?
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.
