Post by account_disabled on Mar 4, 2024 21:56:21 GMT -6
The business world has unleashed a torrent of sustainability statements in the wake of the COVID-19 pandemic, as brands have rushed to be part of the conversation about how to address the issues the outbreak has laid bare, from inequality and racial injustice to global warming and plastic pollution.
According to Eco-Business , communicating sustainability has gone from being a “nice touch” to a “must” for companies, said Suzy Goulding, director of marketing agency MullenLowe salt Singapore. Unfortunately, that doesn't always translate into doing it right," she said at a roundtable on greenwashing held by the British Chamber of Commerce in Singapore on Wednesday.
Don't talk about greenwash
Greenwashing is defined as the act of giving a false Chile Mobile Number List impression or providing misleading information about the environmental credentials of a product or brand .
A recent case of " greenwashing " involved a Korean cosmetics brand that wrote "Hello, I'm Paper Bottle" on the side of a bottle that was later revealed to have a coating of plastic. The steady stream of companies claiming to be “net-zero” at some point in the future has also turned heads this year.
Don't talk about greenwash
So how do companies communicate their green credentials without appearing to be greenwashing ? The first principle, according to Darian McBain, global director of corporate affairs and sustainability at the world's largest seafood company, Thai Union, is to "do it before you tell it."
If you don't have evidence to support a claim, you shouldn't communicate it.
Credible, recent data is needed to set goals, which can take months or even years to properly plan.
Darian McBain, global director of corporate affairs and sustainability at Thai Union.
Don't talk about greenwash , as it can be used by environmental campaign groups to make a company or industry appear worse than it really is, said McBain, whose company pledged to reform its operations in 2017 after a campaign by Greenpeace would highlight destructive fishing practices.
Don't talk about greenwash
He noted that since the outbreak of the pandemic, companies have been pressured to make bold sustainability statements, which is being reflected in a series of net zero emissions statements. A fifth of the world's largest companies have set net-zero emissions targets, but experts say more transparency is needed to avoid greenwashing issues .
There has also been an "avalanche" of companies talking about plastic waste, said Tom Peacock-Nazil, founder of ocean cleanup and plastics offsetting company Seven Clean Seas. Peacock-Nazil believes that this is a "totally unattainable goal" due to the shortage of PET, a type of plastic in high demand for its recyclability.
“When companies put a long timeline on sustainability goals, they are passing the buck,” Peacock-Nazil added.
I'm pretty sure the CEOs who sign these goals aren't going to be CEOs by the deadline.
Tom Peacock-Nazil, founder of ocean cleanup and plastics offsetting company Seven Clean Seas.
Don't talk about greenwash, use the right language
Companies should focus on sustainability initiatives that are important to their business to help build credibility and authenticity in their programs, shared Goulding, who questions clients extensively about their commitments and progress relative to their competitors to gauge how to tell their story. history.
'We have to identify the gaps in what they say compared to what they do,' he said, adding that he has turned away clients who, in his opinion, didn't have things in order. 'We have told them that we are not going to help them launch campaigns around something that they are asking consumers to do, but that you have not done.'
Suzy Goulding, director of marketing agency MullenLowe salt Singapore.
“While the approach to sustainability communications may vary depending on the audience, the essential ingredients are the same: honesty and transparency,” he continued.
Consumers are now more aware of sustainability, especially young people, and are more aware of companies that do not take their sustainability efforts seriously and try to cover up their weaknesses and gaps.
The potential of being caught and accused of greenwashing is increasing.
Suzy Goulding, director of marketing agency MullenLowe salt Singapore.
Don't talk about greenwash
Language is key. A study of company websites from various sectors, published in January, revealed that 40% used vague or unsubstantiated claims, such as "eco" or "green", to designate sustainable products or services, which could be misleading.
Goulding said companies have to find the right balance between telling an interesting story that engages audiences but doesn't stray from the truth.
According to Eco-Business , communicating sustainability has gone from being a “nice touch” to a “must” for companies, said Suzy Goulding, director of marketing agency MullenLowe salt Singapore. Unfortunately, that doesn't always translate into doing it right," she said at a roundtable on greenwashing held by the British Chamber of Commerce in Singapore on Wednesday.
Don't talk about greenwash
Greenwashing is defined as the act of giving a false Chile Mobile Number List impression or providing misleading information about the environmental credentials of a product or brand .
A recent case of " greenwashing " involved a Korean cosmetics brand that wrote "Hello, I'm Paper Bottle" on the side of a bottle that was later revealed to have a coating of plastic. The steady stream of companies claiming to be “net-zero” at some point in the future has also turned heads this year.
Don't talk about greenwash
So how do companies communicate their green credentials without appearing to be greenwashing ? The first principle, according to Darian McBain, global director of corporate affairs and sustainability at the world's largest seafood company, Thai Union, is to "do it before you tell it."
If you don't have evidence to support a claim, you shouldn't communicate it.
Credible, recent data is needed to set goals, which can take months or even years to properly plan.
Darian McBain, global director of corporate affairs and sustainability at Thai Union.
Don't talk about greenwash , as it can be used by environmental campaign groups to make a company or industry appear worse than it really is, said McBain, whose company pledged to reform its operations in 2017 after a campaign by Greenpeace would highlight destructive fishing practices.
Don't talk about greenwash
He noted that since the outbreak of the pandemic, companies have been pressured to make bold sustainability statements, which is being reflected in a series of net zero emissions statements. A fifth of the world's largest companies have set net-zero emissions targets, but experts say more transparency is needed to avoid greenwashing issues .
There has also been an "avalanche" of companies talking about plastic waste, said Tom Peacock-Nazil, founder of ocean cleanup and plastics offsetting company Seven Clean Seas. Peacock-Nazil believes that this is a "totally unattainable goal" due to the shortage of PET, a type of plastic in high demand for its recyclability.
“When companies put a long timeline on sustainability goals, they are passing the buck,” Peacock-Nazil added.
I'm pretty sure the CEOs who sign these goals aren't going to be CEOs by the deadline.
Tom Peacock-Nazil, founder of ocean cleanup and plastics offsetting company Seven Clean Seas.
Don't talk about greenwash, use the right language
Companies should focus on sustainability initiatives that are important to their business to help build credibility and authenticity in their programs, shared Goulding, who questions clients extensively about their commitments and progress relative to their competitors to gauge how to tell their story. history.
'We have to identify the gaps in what they say compared to what they do,' he said, adding that he has turned away clients who, in his opinion, didn't have things in order. 'We have told them that we are not going to help them launch campaigns around something that they are asking consumers to do, but that you have not done.'
Suzy Goulding, director of marketing agency MullenLowe salt Singapore.
“While the approach to sustainability communications may vary depending on the audience, the essential ingredients are the same: honesty and transparency,” he continued.
Consumers are now more aware of sustainability, especially young people, and are more aware of companies that do not take their sustainability efforts seriously and try to cover up their weaknesses and gaps.
The potential of being caught and accused of greenwashing is increasing.
Suzy Goulding, director of marketing agency MullenLowe salt Singapore.
Don't talk about greenwash
Language is key. A study of company websites from various sectors, published in January, revealed that 40% used vague or unsubstantiated claims, such as "eco" or "green", to designate sustainable products or services, which could be misleading.
Goulding said companies have to find the right balance between telling an interesting story that engages audiences but doesn't stray from the truth.