The ACCC is right to pursue greenwashing – don’t get caught out
As the Australian competition regulator turns its attention to greenwashing, CEO of Pollinate, Howard Parry-Husbands, shares his top tips to avoid getting caught.
As the Australian Competition and Consumer Commission (ACCC) turns its attention to businesses and accusations of greenwashing, it’s no surprise businesses are confused about how to communicate their sustainability initiatives.
The sad truth is that, after 16 years of developing marketing campaigns as sustainability experts, we are still seeing the same mistakes being made by brands over and over again in their efforts to deliver ‘green’ communications.
Broad terms like ‘environmentally friendly’, ‘green’, or ‘sustainable’ have limited value and may mislead consumers, as they rarely provide enough information about what that exactly means in terms of the product or service consumers are considering purchasing.
