MAKE A STAND AGAINST GREENWASHING
Recent research from the Chartered Institute of Marketing found that 49% of marketers are wary of working on sustainability marketing campaigns because they are afraid of being accused of greenwashing.6
“Fears over greenwashing have made some organisations almost fearful of saying anything because they’re scared of getting called out,” says Gemma Butler, former marketing director at the Chartered Institute of Marketing. “There’s a big job to be done to educate marketers so they can make more informed decisions and speak up about the importance of sustainability, rather than run away from it.”
THERE ARE GOOD REASONS FOR MARKETERS TO BE AFRAID
Legal and regulatory changes are increasing the risk of greenwashing for companies. In 2021 alone:
- At COP26, governments agreed to create a new UN greenwashing watchdog that is supposed to name and shame companies that miss their net zero commitments.
- France introduced a law that means companies accused of greenwashing could be fined up to 80% of the cost of the misleading material.
- The UK Competition and Markets Authority (CMA) published the Green Claims Code 7 to help businesses understand their responsibilities when they make environmental claims.
“A key part of being ‘legal, decent, honest and truthful’, in the words of the Advertising Standards Authority, is that you shouldn’t over claim on your environmental and sustainability credentials,” says Stephen Woodford, chief executive officer of the Advertising Association. “But almost regardless of the ASA’s rules, the financial, legal and brand reputational damage of being seen to greenwash is more than enough incentive not to do it.”
BUSINESSES NEED TO BE HONEST AND OPEN
“A key part of being ‘legal, decent, honest and truthful’, in the words of the Advertising Standards Authority, is that you shouldn’t over claim on your environmental and sustainability credentials,” says Stephen Woodford, chief executive officer of the Advertising Association. “But almost regardless of the ASA’s rules, the financial, legal and brand reputational damage of being seen to greenwash is more than enough incentive not to do it.”
“Greenhush is almost as bad as greenwash”
Will Kirkpatrick Head of sustainability and social impact, Virgin Media O2
BUT THEY SHOULD NOT SAY NOTHING
"Greenhush is almost as bad as greenwash," says Will Kirkpatrick, head of sustainability and social impact at Virgin Media O2. “You need to be able to signpost to customers what you're doing. You need to make sure that it’s elevated as a priority, galvanising your business by signalling that it’s an integral part of your brand and what you need to deliver for customers.”
Footnotes: 6. https://www.cim.co.uk/newsroom/release-49-of-marketers-wary-of-sustainability-ads/ 7. https://greenclaims.campaign.gov.uk/