Useful resources for sustainability marketing

Distinguishing your genuine sustainability efforts from greenwashing is always a marketing challenge, especially with differing and moving regulatory framework across the globe. Below are a few of my go-to resources.

It will be interesting to see how Australia follows the EU’s ban on certain wording. I suspect they will follow suit. 𝐌𝐲 𝐚𝐝𝐯𝐢𝐜𝐞 - get ahead by describing what you do without using any of the words or phrases expected to be banned. If in doubt, keep it out.

𝐄𝐢𝐠𝐡𝐭-𝐩𝐨𝐢𝐧𝐭 𝐠𝐮𝐢𝐝𝐞 𝐭𝐨 𝐚𝐯𝐨𝐢𝐝𝐢𝐧𝐠 𝐠𝐫𝐞𝐞𝐧𝐰𝐚𝐬𝐡𝐢𝐧𝐠 by the Australian Competition & Consumer Commission., giving useful guidance for avoiding misleading claims: https://lnkd.in/gY2wSYRq.

They include:
1.  Make accurate and truthful claims
2. Have evidence to back up your claims
3. Don’t hide or omit important information
4. Explain any conditions or qualifications on your claims
5. Avoid broad and unqualified claims
6. Use clear and easy-to-understand language
7. Visual elements should not give the wrong impression
8. Be direct and open about your sustainability transition.

This guide by the National Retail Association breaks down 𝐀𝐮𝐬𝐭𝐫𝐚𝐥𝐢𝐚’𝐬 𝐜𝐨𝐦𝐩𝐥𝐞𝐱 𝐩𝐥𝐚𝐬𝐭𝐢𝐜 𝐥𝐞𝐠𝐢𝐬𝐥𝐚𝐭𝐢𝐨𝐧 𝐝𝐨𝐰𝐧 𝐛𝐲 𝐬𝐭𝐚𝐭𝐞 𝐚𝐧𝐝 𝐭𝐞𝐫𝐫𝐢𝐭𝐨𝐫𝐲 https://lnkd.in/gFPMukzw.

𝐑𝐞𝐬𝐞𝐚𝐫𝐜𝐡 𝐟𝐫𝐨𝐦 𝐭𝐡𝐞 𝐂𝐨𝐧𝐬𝐮𝐦𝐞𝐫 𝐏𝐨𝐥𝐢𝐜𝐲 𝐑𝐞𝐬𝐞𝐚𝐫𝐜𝐡 𝐂𝐞𝐧𝐭𝐫𝐞 (CPRC) analysed over 8,000 Facebook ads with green claims. Finding too much confusion and vague language in online advertising it urges for a ban on generic terms and stricter rules for businesses making green claims https://lnkd.in/gzseZc85

·This report outlines the 𝐭𝐞𝐫𝐦𝐬 𝐛𝐞𝐢𝐧𝐠 𝐛𝐚𝐧𝐧𝐞𝐝 𝐛𝐲 𝐭𝐡𝐞 𝐄𝐔 to eliminate greenwashing and improve consumer information on product durability. These include generic environmental claims, such as, “environmentally friendly”, “natural”, “biodegradable”, “climate neutral” or “eco”, without proof of recognised excellent environmental performance relevant to the claim https://lnkd.in/gmqrZyZr

Feel free to DM me if you’d like to learn more about how I can help you do this.

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As an experienced B2B marketing consultant my mission is to support companies that have products and services that make a difference to people & the planet.

By enabling organisations to share their positive impact & sustainability stories, growth is created. Together we can make the world of tomorrow an environmentally better place for future generations.