As consumers become more switched on when it comes to sustainability, we’re seeing an increasing number of greenwashing cases. From misleading or unclear recycling claims to insincere adverts, false product representation and unverifiable claims - there’s a whole world of greenwashing out there to be aware of.

Provenance and Maggie Spicer shared some valuable examples of food and drink brands being called out for greenwashing, here’s a few examples of how things can go wrong.

🥛Oatly had an advertising campaign banned for misleading green claims, relating to comparisons of Oatly’s carbon footprint with dairy milk, and referencing “climate experts” for their claim that switching to a vegan diet is the single biggest way to reduce environmental impact when in fact only one climate expert had provided their opinion.

☕️Starbucks released a ‘straw less’ lid that offered consumers an open-faced plastics lid instead of their traditional cups which have a disposable straw. However, the new lids contained more plastics than the old lid and straw combination, and the change would likely result in more plastics being sent to landfill.

🍏Innocent had an advertisement banned by the UK Advertising Standards Authority (ASA)  found that the ad misled consumers and could lead some consumers to believe that "purchasing Innocent products was a choice which would have a positive environmental impact when that was not the case".

HOW CAN YOU AVOID GREENWASHING

1. Don’t overstate your claims

2. Provide consumers with clear information on recyclability and sustainability credentials

3. Ensure you can substantiate what you’re saying

#greenwashing
#esg
#sustainability