The House of Commons is currently exploring the topic; ‘Marketers’ fears of being accused of greenwashing hinders environmental progress’ in conjunction with the Chartered Institute of Marketing.
As part of this, CIM is supporting members, Marketing PRojects included, on why marketers need to be aware of growing regulations around green claims and, most importantly, things organisations can be doing to prevent and avoid accusations of greenwashing. Specifically it has issued support on:
– Green claims, greenwashing, greenhushing – what marketers need to know
– The latest research and regulatory requirements facing brands and marketers
– Marketing’s role in addressing one of the most crucial societal challenge.
Marketing PRojects MD, Jane Harrad-Roberts FCIM asked; “Whilst I applaud the ethos of truth and being legal, decent and honest, there are cases where fear of being accused of greenwashing is making organisations reluctant to state their progress. Do you think this can, or could start to be holding back progress on net zero and the ultimate end goal for all of us.”
In response Gemma Butler, CIM’s Marketing Director, published author and columnist, recognised that “If you don’t talk about it, ultimately you are reducing awareness, action and the potential to educate stakeholders and customers. Saying nothing at all isn’t an option. ” But she understood why some organisation are reluctant to say anything. Her advice was; “To look at what is being done, and where you are on your sustainability journey, get comfortable with that, goals and objectives, do they align with reality, are they achievable? You can talk about progress. Green claims don’t have to be big, broad claims. Green hushing is damaging but greenwashing is equally damaging and we have to play in that space in the middle, with guidance. We need to change mindsets and behaviours which is what marketers are ideally placed to do. We’ve done a great job in driving demand and consumption. How we talk about (sustainability, the circular economy and green issues) is really important. We cannot lose ‘what is it that our customers really care about’ and they do and need to care about green issues.”
CIM has a Sustainable Marketing Hub with a wide range of content and new online courses which cover topics such as, ‘The Sustainable Marketer’, ‘Greenwashing 101’ and ‘Effective Sustainable Communication’ but contact us if you would like more guidance or have a crisis management case developing.
