Green marketing 101: know your Green Claims Code
Green marketing has become an increasingly critical tactic for marketers, as concerns about halting climate change grow and people become more conscious of spending their money in a way that’s kinder to the planet.
Google search terms that include words like ‘sustainability’ have skyrocketed, consumers want to buy products from environmentally-friendly brands, and businesses are prioritising reducing carbon emissions and implementing more eco-friendly strategies.
Naturally, it makes good commercial sense for businesses to shout about their green initiatives - and most of us want to feel like we’re making a positive difference, regardless of what impact this has on the bottom line.
Nevertheless, special attention must be given to how organisations choose to amplify this message, and whether the green marketing claims being made are accurate.
You only have to consider some green marketing examples from recent years to see how a well-intentioned campaign can backfire. Earlier this year, Innocent Smoothies - owned by Coca Cola, the worst plastic polluter in the world - came under fire for its TV ads, with the Advertising Standards Authority banning them after ruling they misled customers over the firm’s environmental impact. Or how about when Ryanair announced itself as Europe’s lowest emissions airline - an unfounded claim, and one which angered many considering the high levels of carbon emissions the aviation industry generates.
No brand wants to be criticised for ‘greenwashing’ - a term for misleading stakeholders and consumers into viewing a company’s environmental footprint in a more positive light. Yet when the Competition and Markets Authority (CMA) co-ordinated a global review of randomly selected websites, it found 40% of green claims made online could potentially be misleading consumers¹. So it seems the danger of greenwashing - even unintentionally - is a very real risk.
Fortunately, the CMA has now addressed this issue with the launch of its Green Claims Code². This establishes six clear points for making sure green claims are accurate and clear, and states green claims must:
1. Be truthful and accurate
Brands must live up to the claims they make about their products, services and activities.
2. Be clear and unambiguous
The meaning someone takes from messaging must match its credentials
3. Not omit or hide important information
Claims must not prevent someone from making an informed choice because of the information they leave out
4. Only make fair and meaningful comparisons
Any products compared should meet the same needs or be intended for the same purpose
5. Consider the full lifecycle of the product
Brands must consider the total impact of a product or service, as claims can be misleading when they don’t take the overall impact into account
6. Be substantiated
Claims should be backed up by robust, credible and up-to-date evidence
Furthermore, the UK government has provided the CMA with greater powers to impose sanctions on companies that are found to be violating consumer protection laws. This includes the ability to fine businesses by as much as 10% of their annual global turnover, with organisations making false or misleading environmental claims likely to be key targets.
It’s crucial for a brand to ensure its green marketing hits the mark, as greenwashing is not only misleading, but extremely damaging to a company’s reputation too.
Here at The Marketing Pod, green marketing is something we have a particular passion for. Many of the brands we work with operate in the decarbonisation arena and we thrive on helping tell their stories. We believe a business’ sustainability strategies and environmental improvements are worth championing and celebrating.
If you would like our help in making sure your brand gets its green marketing right, then please get in touch - we’d love to hear from you.
¹ UK Government, ‘Global sweep finds 40% of firms’ green claims could be misleading’, https://www.gov.uk/government/news/global-sweep-finds-40-of-firms-green-claims-could-be-misleading
² UK Government, ‘Green Claims Code’, https://greenclaims.campaign.gov.uk/
