{"id":264,"date":"2022-06-21T12:10:10","date_gmt":"2022-06-21T11:10:10","guid":{"rendered":"https:\/\/dev.erjjiostudios.com\/justone\/uncategorized\/justone-letter-its-time-to-end-greenwashing-and-start-telling-the-truth-3\/"},"modified":"2023-02-14T17:15:56","modified_gmt":"2023-02-14T17:15:56","slug":"justone-letter-its-time-to-end-greenwashing-and-start-telling-the-truth-3","status":"publish","type":"post","link":"https:\/\/dev.erjjiostudios.com\/justone\/post\/justone-letter-its-time-to-end-greenwashing-and-start-telling-the-truth-3\/","title":{"rendered":"JustOne Letter: It’s time to end greenwashing and start telling the truth"},"content":{"rendered":"\n

In this next employee letter, our Senior Sustainability Consultant, Lindsey Matejczyk, takes a look at answering three big questions that are asked about greenwashing and shares key recommendations on how to spot and avoid greenwashing, and take action.<\/em><\/p>\n\n\n\n

1. What is greenwashing?<\/p>\n\n\n\n

In its simplest form, greenwashing is any form of communication that promotes deceitful or misleading information about a company\u2019s operations, services and products. It\u2019s used as a way of gaining brand reputation and customer loyalty from people who would choose to support a company for their positive sustainability claims.<\/p>\n\n\n\n

It\u2019s important that consumers are able to spot greenwashing to ensure we don\u2019t buy products based on lies. It is also crucial for communication and marketing teams to have the skills and knowledge to create messages that are impactful and honest.<\/p>\n\n\n\n

Where have we seen greenwashing take place?<\/em><\/p>\n\n\n\n

In February 2020 the Advertising Standards Authority (ASA) banned a Ryanair advertisement<\/a> over claims of greenwashing. The advert claimed that the airline was the most carbon efficient in Europe. Authorities stated that the advert contained misleading comparisons, and misuse of data to create a competitive advantage.<\/p>\n\n\n\n

We all need to be on our guard\u2026<\/em><\/p>\n\n\n\n

In 2015, Nielson\u2019s Global Corporate Sustainability Report<\/a>, found that 66% of consumers would spend more on a product if it comes from a sustainable brand, and that jumps to 73% among millennials. Whilst this is great news, it is clear that companies now have financial incentives to take action for people and the planet. With trust<\/a> in leadership, governments and society decreasing, we all need to be on high alert for fake news and potential greenwashing.<\/p>\n\n\n\n

But there is good news\u2026<\/em><\/p>\n\n\n\n

We also know that consumers, and especially millennials, are becoming more and more critical of what brands and people are claiming in public spaces. This may well result in an increased awareness of how both actions and words are perceived, and therefore a genuine commitment to authentic communications is needed.<\/p>\n\n\n\n

2. How can you avoid greenwashing and take positive action?<\/p>\n\n\n\n

–> Be able to spot greenwashing:<\/p>\n\n\n\n

Watch out for fluffy language.<\/p>\n\n\n\n