The Coles catalogue debate is a reminder: Adland needs a greenwashing education
This week, Coles announced it was axing print catalogues. In response, The Real Media Collective claimed print catalogues are more environmentally friendly than their digital counterparts. But does that actually ring true? Christopher Sewell investigates.
This week, Mumbrella ran an article headlined: “‘Disingenuous’ Coles slammed by industry body after ceasing catalogue delivery“. It covered The Real Media Collective’s (TRMC) response to Coles’ announcement they would be terminating printed catalogues in favour of digital formats and printed point of sale copies.
And it was a prime example of why the industry needs an education in calculating carbon pollution contribution. But more importantly, why we need to be hypervigilant around greenwashing.
The comment thread was even more enlightening for its general lack of understanding about the prescribed methodology for calculating carbon pollution contribution and the ways it can and should be presented.
Excellent analysis. Much food for thought for those of us who need to weigh up similar considerations.