Greenwash threatens growth of the green consumer movement
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The Greenwash Guide, a new report launched today, highlights the growth of greenwash and the threat to the rise of the green consumer
A new report launched today called the ‘Greenwash Guide’ highlights the dangers of misleading consumers with green claims and how to avoid doing so. Designed for industry and consumers alike, the guide, launched by sustainability exerts Futerra, defines ‘greenwash’ as that which ‘misleads the public by stressing the environmental credentials of a person, company or product when these are unfounded or irrelevant.’
Solitaire Townsend, Chief Executive, Futerra Sustainability Communications said: “Greenwash isn’t simply annoying; it’s dangerous. Well meaning people who want to buy ‘green’ are getting confused and disheartened. During a time of economic belt-tightening if green products and services are to survive; then people have to trust them.”
Based on primary research of the top 10 advertising agencies, 39 of the major media sellers of advertising space and bespoke analysis of ASA data the report highlights some important gaps and trends in the market:
* Greenwash is growing: An analysis of ASA claims since 2004, highlighting that the number of complaints lodged and upheld relating to environmental or green claims has doubled.
* Only 1 of the top 10 advertising agencies in the UK has a greenwash policy.
* Blog buzz including the term greenwash has increased from 3 mentions in 2003 to 3734 mentions in 2008
Born out of a desire to help communications professionals get their green messaging right, the guide identifies the top ten signs of Greenwash, reveals how Greenwashing has grown over the last ten years, addresses the question of why Greenwash matters and pinpoints how to wipe away Greenwash.
The Greenwash Guide is available for download free of charge from www.futerra.co.uk.
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