Tackling greenwash at corporate level

Nov 26, 2015 at 08:49 pm by Staff


Global initiative to promote the sustainability of print and paper Two Sides says it achieved a 70 per cent success rate in its worldwide anti-greenwash campaign.

Of 377 of leading global corporations researched by Two Sides, 240 were found to be using misleading greenwash statements in their marketing and communications activities. So far, 168 of these companies have removed misleading statements as a result of ongoing lobbying.

Chairman Martyn Eustace says that while the ongoing efforts are having "such a significant effect", there is no room for complacency: "There is still a great deal of work to do tackle the remaining companies that continue to mislead their customers."

Major global corporations are still using inaccurate and misleading environmental claims to encourage consumers to 'go paperless' and switch from paper-based to digital communication. This is despite legislation being introduced by the advertising standards authorities in many countries to protect the consumer from being misled.

Eustace says it is "extremely frustrating and unacceptable" and that many consumers still strongly prefer paper. "But they are being manipulated by a lack of clear and accurate information when in fact paper, based on a natural, renewable and recyclable resource, should be considered as a highly sustainable way to communicate."

In Australia, executive director Kellie Northwood (pictured) says can be a challenge engaging the right people within an organisation: "However, when we highlight the ACCC Anti-Greenwash legislation and explain that so-called environmental statements can't be made without evidence, corporates tend to understand the issue and amend their communications.

"Of the companies we have contacted 67 per cent have altered their anti-print messaging, and the remaining we continue to engage with."

In North America, Two Sides claims to have changed more than half of the misleading marketing claims uncovered.

"Paper is a renewable and recyclable product that, if responsibly produced and used, can be a sustainable way to communicate," says Eustace. "The forest and paper industries rely on sustainable forests and they are major guardians of this precious and growing resource."

Sections: Print business

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