Rules. Love or hate them, when it comes to green claims, it’s imperative to stand by them. But here’s the thing about rules: they can stifle creativity. Dilute ideas out of fear of getting it wrong. So brands play safe. Keep quiet. Stay small.
But staying small doesn’t cut through the noise and drive the urgent action we need to make a difference. Yet 70% of marketers say their clients are “greenhushing” to avoid backlash. So, how can brands confidently communicate their sustainability efforts without greenwashing?
In this blog, we’ll explore the complexities of sustainability communications, the regulatory changes you need to know and why working with professional copywriters can help.
Understanding greenwashing and the risks
Greenwashing comes in many forms. From greenrinsing, where companies change their sustainability commitments or targets before achieving them, to greenshifting which shifts the blame onto the customer.
All greenwashing carries a significant cost, including reputational damage, hefty fines, or legal penalties. It can even contribute to environmental harm by encouraging unsustainable products or services.
And it’s not just the rule breaker who pays the price. A recent survey found that nine in 10 people in the UK don’t trust green claims made by businesses – even the ones doing good.
The complexities of greenwashing
Most people will be familiar with Oatly. The plant-based milk brand is not just popular for its rich and smooth texture but also for its involvement in raising awareness of environmental and political issues. Needless to say, we’re big fans.
But in 2021, Oatly released a high-profile series of ads claiming that its products had “73% less CO2e vs milk” and that “dairy and meat industries emit more CO2e than all the world’s planes, trains, cars, boats, etc. combined.”
Although Oatly based its claims on reliable sources, including UN research and scientific studies, the Advertising Standards Authority (ASA) banned the ads for not clearly explaining that the comparison was with whole milk and only accounted for emissions during vehicle operation, not the full life cycle.
Their response to the ban demonstrated their commitment to transparency. “It’s clear that we could have been more specific in the way we described some of the scientific data,’ Tim Knight, a spokesperson for Oatly, told the Guardian at the time.
“We’re a science-based company and take pride in being precise, but we could have been clearer. We talk about these things a lot because we want to make it easy for people to make an informed switch from dairy to oat drink.”
The changes you need to know
The UK’s Competition and Markets Authority (CMA) introduced the Green Claims Code in 2023. At the same time, the European Commission also introduced the Green Claims Directive (GCD).
Now (June 2024), the European Council has agreed on their approach to GCD. This means that:
- All green claims must be verified by a third-party independent expert before they are published.
- These independent verifiers have the authority to decide whether terms have been used accurately or if statements should be withdrawn.
- Green claims must be proven with scientific evidence.
- Environmental label schemes must be reliable, transparent, independently verified and regularly reviewed.
So what does this mean to you?
In short, this means you must disclose details and define the terms of your impact with clear evidence, set reduction targets, and regularly report on your progress.
Specifically, if you sell in the EU, you must comply with the Green Claims Directive, regardless of your business size, and provide scientific evidence for your green claims.
The UK Green Claims regulation requires a full lifecycle context, so if you don’t have a Full Lifecycle Analysis, you should consider getting one. Third-party verification might increase costs and time for marketing campaigns, so you should incorporate this into your planning. Relying on third-party standards or eco-labelling is not enough. You need robust evidence under UK regulations.
Where do we go from here?
Reflecting these changes in your communications and campaigns requires rigorous adherence to the Advertising Standards Authority (ASA).
It also requires transparent communication, accountability, and clarity in environmental claims, which is where a professional copywriter can help.
The value of professional copywriters
Experienced copywriters understand sustainability jargon and know how to translate it into clear and concise copy that resonates with audiences. Here’s why:
Contextualising the data
The biggest red flag in greenwashing is misleading the audience. Most people think that copywriters stretch the truth to make sales, but good copywriters will find the truths that connect with the reader.
Copywriters tend to be cynical, which means they ask the right questions, challenge at the appropriate times and contextualise the data so that it adds value.
Clear and concise copy
Sustainability jargon can be complicated. Copywriters make your brand an obvious choice to your audience by simplifying complex topics without diluting the message. They understand that stories are 22 times more memorable than facts, using narratives to turn data into engaging and informative content.
Connecting with the audience
Good copywriters get to know your audience, what they care about, their pain points, and how you can help. They also take the time to get to know your brand inside out, highlighting not just your achievements but the challenges you’ve faced and overcome.
According to a report by Edelman, 64% of consumers believe that brands should be transparent about their challenges and setbacks in sustainability efforts. This vulnerability is a strength and can significantly enhance brand trust and loyalty.
An example of this work in action
When Natwest became a Principal Partner for COP26, they came to us to establish integrity in their involvement. We challenged Natwest to be vulnerable and to take ownership of its role in financing fossil fuels.
Working with our strategists and copywriters, Natwest addressed their journey in a campaign video: “At Natwest, we know we haven’t always got it right. And while we’ve made some progress, our planet is telling us we’ve not done enough. It’s time for us to do more and do it quicker to help our customers.”
You can watch the full campaign video below.
If you’re struggling to navigate the new anti-greenwashing rules, start by embracing transparency. Clearly disclose your sustainability efforts, including successes and challenges. Invest in third-party verification to ensure independent experts verify all green claims and stay informed and up to date with regulatory changes.
If you’d like to work with us to communicate your sustainability efforts, whether that’s a campaign launch or reporting on your impact, get in touch: hello@enviral.co.uk
Written by
Enviral