Growing awareness around the climate crisis and a shift towards greener living means more people than ever before are paying attention to the sustainability credentials of the brands they buy from. Consumers are now actively seeking out products that have a minimal impact on the planet.
This is a positive step, but it has led to a proliferation of brands trying to tap into this trend with misleading claims about how environmentally-friendly their products actually are. In other words, they’re greenwashing. A recent report from the Competition and Markets Authority (CMA) has found that as many as 40% of green claims made by companies online could be deceptive.
This is why the CMA has introduced the Green Claims Code, which is designed to make sure any environmental claims made by businesses are legitimate, accurate and not misleading. To adhere to the Green Claims Code, companies must be able to confirm the following six principles in their claims. If they can’t, they could face legal action.
This training will give you all the information you need on Green Claims Code. Equip you with the best practice for the Green Claims Code and ethical marketing and show recent examples from what to avoid.
Shoppers want to make sustainable choices, and the Green Claims Code is an important step in making sure that businesses and companies of all sizes are accountable for the messages they share with consumers. After all, we can only drive sustainable change if things are genuinely sustainable.
And it makes good business sense, too. Companies that are honest and authentic with their consumers and supply chains will have the competitive advantage as the green conversation continues in the future.
Ethical marketing educator | Journalist & writer | Founder of Ethical Business Marketing at Ethical Business Marketing
I’m Jane. I’m the marketer who wants you to buy less. The trainer who redefines what marketing looks like in a sustainable world. A change maker who’s been marketing sustainable, ethical not-for-profits and businesses for 20 years. I love working with ethical people who think that people and planet are as important as profit.