In response to increasing complaints about 'greenwash', the Total Environment Centre (TEC) has developed The End of Greenwash – how to unlock the consumer potential for sustainability and The Green Cred Checklist.
TEC executive director, Jeff Angel said that 'greenwash' occurs when advertising and marketing communications misrepresent products, or even whole companies, in terms of their environmental performance and agendas.
"It exploits rising consumer concern about environmental problems and emerging demand for more sustainable lifestyles, and undermines the leadership efforts of companies with genuine green products and credible sustainability performance.
"Engineering a set of solutions to promote good marketing of sustainability, while putting an end to greenwash, requires the active support and participation of many players in the advertising world as well as action by the regulators.
"TEC has found that ultimate responsibility, usually, lies with the brand owners, their CEOs, other senior executives and marketing managers."
The End of Greenwash aims to:
- encourage businesses to identify and invest in credible products and business models that deliver enhanced environmental outcomes
- promote the adoption of best practice in making environmental claims in advertising, media statements and other corporate communication
- put an end to 'greenwash' to give consumers confidence in environmental claims and to encourage them to make ‘buying greener’ the societal norm.
Download your copy of the paper and the checklist from the Green Capital website.
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