greenwashing

greenwashing https://climatejournal.news/ en Why was a Shell green ad banned in the UK? https://climatejournal.news/news/why-was-a-shell-green-ad-banned-in-the-uk <div class="field field--name-title field--type-string field--label-hidden field--item"><span>Why was a Shell green ad banned in the UK?</span> </div> <span class="a2a_kit a2a_kit_size_32 addtoany_list" data-a2a-url="https://climatejournal.news/news/why-was-a-shell-green-ad-banned-in-the-uk" data-a2a-title="Why was a Shell green ad banned in the UK?"><a class="a2a_button_linkedin"><img src="/libraries/bsp_social_media_icons_share/service/linkedin.svg" border="0" alt="LinkedIn" height="18" class="social-media-links-normal"><img src="/libraries/bsp_social_media_icons_share/service/linkedin_hover.svg" border="0" alt="LinkedIn" height="18" class="social-media-links-hover"></a><a class="a2a_button_facebook"><img src="/libraries/bsp_social_media_icons_share/service/facebook.svg" border="0" alt="Facebook" height="18" class="social-media-links-normal"><img src="/libraries/bsp_social_media_icons_share/service/facebook_hover.svg" border="0" alt="Facebook" height="18" class="social-media-links-hover"></a><a class="a2a_button_twitter"><img src="/libraries/bsp_social_media_icons_share/service/twitter.svg" border="0" alt="Twitter" height="18" class="social-media-links-normal"><img src="/libraries/bsp_social_media_icons_share/service/twitter_hover.svg" border="0" alt="Twitter" height="18" class="social-media-links-hover"></a><a class="a2a_button_email"><img src="/libraries/bsp_social_media_icons_share/service/email.svg" border="0" alt="Email" height="18" class="social-media-links-normal"><img src="/libraries/bsp_social_media_icons_share/service/email_hover.svg" border="0" alt="Email" height="18" class="social-media-links-hover"></a><a class="a2a_dd" href="https://www.addtoany.com/share"><img src="/libraries/bsp_social_media_icons_share/service/share_hover.svg" border="0" alt="Share" height="18" class="social-media-links-hover"><img src="/libraries/bsp_social_media_icons_share/service/share.svg" border="0" alt="Share" height="18" class="social-media-links-normal"> Share </a></span> <div class="field field--name-field-tags field--type-entity-reference field--label-inline"> <div class="field--label">Tags</div> <div class="field--items"> <div class="field--item"><a href="/tag/greenwashing" hreflang="en">greenwashing</a></div> <div class="field--item"><a href="/tag/climate-change" hreflang="en">Climate Change</a></div> </div> </div> <div class="field field--name-field-topic field--type-entity-reference field--label-inline"> <div class="field--label">Topic</div> <div class="field--items"> <div class="field--item"><a href="/topic/climate-communication" hreflang="en">Climate Communication</a></div> </div> </div> <img alt="Why was a Shell green ad banned in the UK?" title="Why was a Shell green ad banned in the UK?" class="img-responsive" src="/files/styles/news_full_main_image/public/bsp-images/news/1235.jpg?itok=UD0DEV4k" width="687" height="687" loading="lazy" typeof="foaf:Image" /> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--3658 paragraph--width--full" style=""> <div class="paragraph__column"> <p> </p> <p>News Analysis by <strong>Institute of Sustainability Studies</strong>.</p> <hr /> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--3659 paragraph--width--full" style=""> <div class="paragraph__column"> <p>Shell, the global group of energy and petrochemical companies, has come under fire for an ad campaign that promoted the company’s green initiatives. The ad campaign was banned for not reflecting that a majority of the business is based on environmentally damaging fossil fuels like petrol.</p> <p>They ran a TV, YouTube, and poster campaign pushing renewable electricity, car charging points, and wind initiatives. One of the ads read, “From electric vehicle charging to renewable electricity for your home, Shell is giving customers more low-carbon choices and helping drive the UK’s energy transition. The UK is ready for cleaner energy.”</p> <p>The Anglo-Dutch oil company has shared its goals to become a net zero-carbon energy business by 2050. However, it has also announced it will continue to grow its gas business by over 20 per cent over the next five years. Green campaigners worry that whilst Shell has set a climate strategy, it may still increase its emissions in the coming decade.</p> <p class="font-greentitle">Why was the ad banned in the UK?</p> <p>The Advertising Standards Authority (ASA) investigated the Shell ad after campaigning group Adfree Cities made a complaint.</p> </div> </div> <div class="paragraph paragraph--type--bp-columns-two-uneven paragraph--view-mode--default paragraph--id--3663 paragraph--width--full paragraph--style--42-58"> <div class="paragraph__column"> <div class="paragraph--type--bp-columns-two-uneven__2col-column1"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--3660 paragraph--width--full" style=""> <div class="paragraph__column"> <p>ASA is the UK’s independent regulator of advertising across all media, adopting the Advertising Codes created by the Committees of Advertising Practice (CAP).</p> <p>Over the past number of years, they have been increasingly focused on environment-related advertising issues and cracking down on advertisements that include misleading environmental claims and social responsibility.</p> </div> </div> </div> </div><div class="paragraph--type--bp-columns-two-uneven__2col-column2"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-callout paragraph--view-mode--default paragraph--width--full callout-style--b" id="callout-3662"> <div class="paragraph__column"> <div class="callout-body"> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--3661 paragraph--width--full" style=""> <div class="paragraph__column"> <p>The advertising authority has also banned ads in the UK by Spanish oil company Repsol and Malaysia’s Petronas for not offering complete information on their carbon reduction strategies and activities.</p> <p>In 2022, the authority banned other “misleading” ads, such as Tesco's plant-based burger ad, a Persil advert, and two HSBC adverts.</p> </div> </div> </div> </div> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--3664 paragraph--width--full" style=""> <div class="paragraph__column"> <p class="font-greentitle">How did Shell respond to the ads being banned?</p> <p>In response to the ad being banned, Shell spoke out, stating that the goal of the ads was to raise awareness of the variety of lower-emission energy products it offers.</p> <p>They also said that mentioning high-carbon Shell products in the ads would have been counterproductive and would have diluted the impact of the ads’ positive sustainability message.</p> </div> </div> <div class="paragraph paragraph--type--bp-columns-two-uneven paragraph--view-mode--default paragraph--id--3667 paragraph--width--full paragraph--style--33-66"> <div class="paragraph__column"> <div class="paragraph--type--bp-columns-two-uneven__2col-column1"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-image paragraph--view-mode--default paragraph--id--3665 paragraph--width--full"> <div class="paragraph__column"> <div class="field field--name-bp-image-field field--type-image field--label-hidden field--item"> <img alt="" title="" src="/files/bsp-images/paragraph/1237.jpg" width="800" height="533" loading="lazy" typeof="foaf:Image" class="img-responsive" /> </div> <div class="field field--name-field-image-title field--type-string field--label-hidden field--item">Shell defended their claims and critised the decision to ban their ad. Image: Photographic Services, Shell International Limited</div> </div> </div> </div> </div><div class="paragraph--type--bp-columns-two-uneven__2col-column2"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--3666 paragraph--width--full" style=""> <div class="paragraph__column"> <p>The ad being banned resulted in the energy company criticising the ASA’s decision.</p> <p>They said the decision to ban their ads was shortsighted and that the decision would risk slowing the UK’s desire to switch to renewable energy.</p> <p>Additionally, Shell claimed that people are aware that the company produces gas and oil they depend on today because when they fill up at their petrol stations across the UK, it is under the very recognisable Shell logo.</p> </div> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--3668 paragraph--width--full" style=""> <div class="paragraph__column"> <blockquote> <p>The ASA responded that although most consumers associate Shell with energy products derived from fossil fuels, they are also aware that businesses in these sectors are trying to reduce emissions in response to the climate emergency.</p> </blockquote> <p>hey continued by saying that advertisements like these risk misleading consumers if companies exaggerate the role that low-carbon initiatives would play in the future as part of the overall balance of an organisation’s activities.</p> </div> </div> <div class="paragraph paragraph--type--bp-columns-two-uneven paragraph--view-mode--default paragraph--id--3671 paragraph--width--full paragraph--style--58-42"> <div class="paragraph__column"> <div class="paragraph--type--bp-columns-two-uneven__2col-column1"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--3669 paragraph--width--full" style=""> <div class="paragraph__column"> <p class="font-greentitle">Summary</p> <p>The ads stated that 1.4 million homes in the UK are utilising 100 per cent renewable electricity from Shell and that they are fitting 50,000 electric vehicle chargers across the globe by 2025 and are working on wind electricity, which will power 6 million homes.</p> <p>ASA ruled that the nature of the ads gave the impression that low-carbon energy products comprised a significant portion of the energy products Shell invested in and sold in the UK last year or were likely to do so in the future.</p> <p>While Shell claims it had good intentions in sharing the available alternatives, the ASA cited Shell’s 2021 Sustainability Report, revealing that its operations produced 1,375 million tonnes of carbon dioxide.</p> </div> </div> </div> </div><div class="paragraph--type--bp-columns-two-uneven__2col-column2"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-image paragraph--view-mode--default paragraph--id--3670 paragraph--width--full"> <div class="paragraph__column"> <div class="field field--name-bp-image-field field--type-image field--label-hidden field--item"> <img alt="" title="" src="/files/bsp-images/paragraph/1238.jpg" width="800" height="533" loading="lazy" typeof="foaf:Image" class="img-responsive" /> </div> <div class="field field--name-field-image-title field--type-string field--label-hidden field--item">Investing in wind energy is amongst Shell`s future strategic plans to provide sustainable energy sources. Image: Photographic Services, Shell International Limited</div> </div> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--3672 paragraph--width--full" style=""> <div class="paragraph__column"> <hr /><p class="text-align-right"><span style="font-size:11px">Headline image: Photographic Services, Shell International Limited</span></p> </div> </div> <div class="field field--name-field-background-style field--type-list-string field--label-above"> <div class="field--label">Background style</div> <div class="field--item">Light</div> </div> <div class="field field--name-field-sponsored field--type-boolean field--label-above"> <div class="field--label">Sponsored?</div> <div class="field--item">No</div> </div> <div class="field field--name-created field--type-created field--label-hidden field--item">September 2023</div> <div class="field field--name-field-collaborative-content-with field--type-entity-reference field--label-inline"> <div class="field--label">Collaborative content with</div> <div class="field--item"> <a href="/partner/institute-of-sustainability-studies">Institute of Sustainability Studies</a> </div> </div> Tue, 12 Sep 2023 11:56:38 +0000 Bronagh Loughlin 274 at https://climatejournal.news Petition to end corporate greenwashing calls leaders to take action https://climatejournal.news/news/petition-to-end-corporate-greenwashing-calls-leaders-to-take-action <div class="field field--name-title field--type-string field--label-hidden field--item"><span>Petition to end corporate greenwashing calls leaders to take action</span> </div> <span class="a2a_kit a2a_kit_size_32 addtoany_list" data-a2a-url="https://climatejournal.news/news/petition-to-end-corporate-greenwashing-calls-leaders-to-take-action" data-a2a-title="Petition to end corporate greenwashing calls leaders to take action"><a class="a2a_button_linkedin"><img src="/libraries/bsp_social_media_icons_share/service/linkedin.svg" border="0" alt="LinkedIn" height="18" class="social-media-links-normal"><img src="/libraries/bsp_social_media_icons_share/service/linkedin_hover.svg" border="0" alt="LinkedIn" height="18" class="social-media-links-hover"></a><a class="a2a_button_facebook"><img src="/libraries/bsp_social_media_icons_share/service/facebook.svg" border="0" alt="Facebook" height="18" class="social-media-links-normal"><img src="/libraries/bsp_social_media_icons_share/service/facebook_hover.svg" border="0" alt="Facebook" height="18" class="social-media-links-hover"></a><a class="a2a_button_twitter"><img src="/libraries/bsp_social_media_icons_share/service/twitter.svg" border="0" alt="Twitter" height="18" class="social-media-links-normal"><img src="/libraries/bsp_social_media_icons_share/service/twitter_hover.svg" border="0" alt="Twitter" height="18" class="social-media-links-hover"></a><a class="a2a_button_email"><img src="/libraries/bsp_social_media_icons_share/service/email.svg" border="0" alt="Email" height="18" class="social-media-links-normal"><img src="/libraries/bsp_social_media_icons_share/service/email_hover.svg" border="0" alt="Email" height="18" class="social-media-links-hover"></a><a class="a2a_dd" href="https://www.addtoany.com/share"><img src="/libraries/bsp_social_media_icons_share/service/share_hover.svg" border="0" alt="Share" height="18" class="social-media-links-hover"><img src="/libraries/bsp_social_media_icons_share/service/share.svg" border="0" alt="Share" height="18" class="social-media-links-normal"> Share </a></span> <div class="field field--name-field-tags field--type-entity-reference field--label-inline"> <div class="field--label">Tags</div> <div class="field--items"> <div class="field--item"><a href="/tag/climate-change" hreflang="en">Climate Change</a></div> <div class="field--item"><a href="/tag/carbon-emission" hreflang="en">Carbon Emission</a></div> <div class="field--item"><a href="/tag/carbon-footprint" hreflang="en">Carbon Footprint</a></div> <div class="field--item"><a href="/tag/campaign" hreflang="en">Campaign</a></div> <div class="field--item"><a href="/tag/greenwashing" hreflang="en">greenwashing</a></div> </div> </div> <div class="field field--name-field-topic field--type-entity-reference field--label-inline"> <div class="field--label">Topic</div> <div class="field--items"> <div class="field--item"><a href="/topic/carbon-emission" hreflang="en">Carbon Emission</a></div> <div class="field--item"><a href="/topic/greenwashing" hreflang="en">Greenwashing</a></div> </div> </div> <img width="32" height="32" alt="Business" title="Business" class="img-responsive" src="/files/bsp-images/icons/55.svg" loading="lazy" typeof="foaf:Image" /> <img width="32" height="32" alt="Collaboration" title="Collaboration" class="img-responsive" src="/files/bsp-images/icons/53.svg" loading="lazy" typeof="foaf:Image" /> <img width="32" height="32" alt="Sustainability" title="Sustainability" class="img-responsive" src="/files/bsp-images/icons/52.svg" loading="lazy" typeof="foaf:Image" /> <img alt="Petition to end corporate greenwashing calls leaders to take action" title="Petition to end corporate greenwashing calls leaders to take action" class="img-responsive" src="/files/styles/news_full_main_image/public/bsp-images/news/607.jpeg?itok=-ARNXis2" width="687" height="687" loading="lazy" typeof="foaf:Image" /> <div class="field field--name-field-lead field--type-string field--label-hidden field--item">The Europe-wide ‘Make 2021 Count’ campaign aims to end corporate greenwashing and boost carbon accountability.</div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1972 paragraph--width--full" style=""> <div class="paragraph__column"> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1973 paragraph--width--full" style=""> <div class="paragraph__column"> <p>As the world recalibrates towards sustainability after the setbacks of the pandemic, this year could well be our last chance to keep the 1.5℃ global warming limit within our future reach.</p> <p>António Guterres, UN Secretary-General, said earlier this year that „2021 is a make-or-break year to confront the global climate emergency”.</p> <p>Despite a drop in emissions of around 5%, 2020 was not enough to reverse the trend in carbon emissions.</p> <p>However, more and more companies pledge to reduce their carbon emission, the transparency on the actual measurement remains unregulated, leaving enough room for greenwashing and misleading.</p> </div> </div> <div class="paragraph paragraph--type--bp-columns-two-uneven paragraph--view-mode--default paragraph--id--1976 paragraph--width--full paragraph--style--33-66"> <div class="paragraph__column"> <div class="paragraph--type--bp-columns-two-uneven__2col-column1"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-image paragraph--view-mode--default paragraph--id--1974 paragraph--width--full"> <div class="paragraph__column"> <div class="field field--name-bp-image-field field--type-image field--label-hidden field--item"> <img alt="" title="" src="/files/bsp-images/paragraph/603.png" width="1080" height="1080" loading="lazy" typeof="foaf:Image" class="img-responsive" /> </div> <div class="field field--name-field-image-title field--type-string field--label-hidden field--item">‘Make 2021 Count’ campaign aims to end corporate greenwashing; Image: Plan A</div> </div> </div> </div> </div><div class="paragraph--type--bp-columns-two-uneven__2col-column2"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1975 paragraph--width--full" style=""> <div class="paragraph__column"> <p>The Europe-wide <a href="https://make2021count.plana.earth/" target="_blank">‘Make 2021 Count’ campaign</a> is launched by Berlin-based green tech startup, <a href="https://plana.earth/" target="_blank">Plan A</a>, aiming to start a movement to end corporate greenwashing.</p> <p>Joined by industry partners, organisers of this activist campaign call on the EU to introduce universal binding transparency standards for corporate carbon emissions accounting in European companies.</p> <p>That would basically mean that once a company claims to be "carbon neutral" should be legally required to disclose its carbon footprint to the public.</p> <p>Beyond this specific action, the campaign's goal is to educate businesses and spark new conversations between professionals on what sustainability means in 2021.</p> </div> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-callout paragraph--view-mode--default paragraph--width--full callout-style--b" id="callout-1978"> <div class="paragraph__column"> <div class="callout-body"> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1977 paragraph--width--full" style=""> <div class="paragraph__column"> <p>The first step of the campaign is a petition launched on the <a href="https://www.change.org/p/make-2021-count-join-the-petition-against-greenwashing?utm_source=share_petition&utm_medium=custom_url&recruited_by_id=0de0bd60-7c12-11eb-bbc1-f9200e925bf9" target="_blank">change.org website </a>to collect as many signatures as possible, with an initial target of reaching 1000 signatures.</p> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1979 paragraph--width--full" style=""> <div class="paragraph__column"> <p>The petition will then be submitted to the European Commission with a call to action for policymakers and regulators to introduce legal measures in the fight against corporate greenwashing.</p> </div> </div> <div class="paragraph paragraph--type--bp-columns-two-uneven paragraph--view-mode--default paragraph--id--1982 paragraph--width--full paragraph--style--66-33"> <div class="paragraph__column"> <div class="paragraph--type--bp-columns-two-uneven__2col-column1"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1980 paragraph--width--full" style=""> <div class="paragraph__column"> <p>“For policymakers, we believe this petition can provide a catalyst for further regulations on transparency and definitions of true sustainable practices for corporate entities.</p> <blockquote> <p>The drafting of European and national regulations on climate action offers the best possible opportunity to seize the moment,”</p> </blockquote> <p>explains Lubomila Jordanova, CEO of Plan A, why they decided to start a petition as part of the ‘Make 2021 Count’ campaign.</p> </div> </div> </div> </div><div class="paragraph--type--bp-columns-two-uneven__2col-column2"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-image paragraph--view-mode--default paragraph--id--1981 paragraph--width--full"> <div class="paragraph__column"> <div class="field field--name-bp-image-field field--type-image field--label-hidden field--item"> <img alt="" title="" src="/files/bsp-images/paragraph/604.jpg" width="726" height="714" loading="lazy" typeof="foaf:Image" class="img-responsive" /> </div> <div class="field field--name-field-image-title field--type-string field--label-hidden field--item">Lubomila Jordanova, CEO of Plan A, lead organiser of the ‘Make 2021 Count’ campaign</div> </div> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1983 paragraph--width--full" style=""> <div class="paragraph__column"> <p>It has become virtually impossible to distinguish between companies that take impactful steps to reduce and avoid CO2 and those that only claim to act sustainably without transparently reporting any actions and results.</p> <p>Thus, greenwashing distorts the reality that the majority of EU businesses have not actually reported on their carbon reduction targets.</p> <p>In parallel, there is a growing concern that greenwashing undermines the credibility of those companies that are driving actual change. </p> <blockquote> <p>"The longer there is space for sustainability claims to be overstated, the longer greenwashing can exist and hinder real change.</p> </blockquote> </div> </div> <div class="paragraph paragraph--type--bp-columns-two-uneven paragraph--view-mode--default paragraph--id--1986 paragraph--width--full paragraph--style--58-42"> <div class="paragraph__column"> <div class="paragraph--type--bp-columns-two-uneven__2col-column1"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1984 paragraph--width--full" style=""> <div class="paragraph__column"> <p>By reporting transparently, thoroughly and credibly to the public about their emissions, companies can learn about themselves and from each other.</p> <p>They will also acknowledge that there is no quick fix for sustainable carbon reduction, but that it is a journey that requires commitment and a sense of responsibility”, says Jordanova.</p> </div> </div> </div> </div><div class="paragraph--type--bp-columns-two-uneven__2col-column2"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--video paragraph--view-mode--default paragraph--id--1985"> <div class="paragraph__column"> <div class="video-embed-field-provider-youtube video-embed-field-responsive-video form-group"><iframe width="854" height="480" frameborder="0" allowfullscreen="allowfullscreen" src="https://www.youtube.com/embed/zcGPvN_qKKg?autoplay=0&start=0&rel=0"></iframe> </div> <div class="field field--name-field-image-title field--type-string field--label-hidden field--item">The campaign is calling leaders to sign the petition to end greenwashing</div> </div> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1987 paragraph--width--full" style=""> <div class="paragraph__column"> <p>Greenwashing runs deeper than statements about carbon neutrality and generates confusion in determining whether a company is taking tangible steps towards sustainability or not.</p> <p>This results in hesitation and represents a significant obstacle for companies wishing to start their sustainability journey.</p> <p>This moment is a chance to help businesses identify the different forms of greenwashing and find viable steps to combat them.</p> <p>Since its launch in 2017, Plan A, the main organiser of this campaign, has helped businesses steer away from greenwashing with a software that follows a scientific approach to carbon reduction and creates transparency on corporate greenhouse gas emissions.</p> <p>The campaign is supported by well-recognised companies such as ecolytiq, Green City Solutions, Onomotion, Joblift and Coya.</p> </div> </div> <div class="field field--name-field-background-style field--type-list-string field--label-above"> <div class="field--label">Background style</div> <div class="field--item">Light</div> </div> <div class="field field--name-field-sponsored field--type-boolean field--label-above"> <div class="field--label">Sponsored?</div> <div class="field--item">No</div> </div> <div class="field field--name-created field--type-created field--label-hidden field--item">April 2021</div> Tue, 13 Apr 2021 12:11:19 +0000 Anonymous 142 at https://climatejournal.news Greenwashing or force for good? Redifining the role of marketing https://climatejournal.news/news/greenwashing-or-force-for-good-redifining-the-role-of-marketing <div class="field field--name-title field--type-string field--label-hidden field--item"><span>Greenwashing or force for good? Redifining the role of marketing</span> </div> <span class="a2a_kit a2a_kit_size_32 addtoany_list" data-a2a-url="https://climatejournal.news/news/greenwashing-or-force-for-good-redifining-the-role-of-marketing" data-a2a-title="Greenwashing or force for good? Redifining the role of marketing"><a class="a2a_button_linkedin"><img src="/libraries/bsp_social_media_icons_share/service/linkedin.svg" border="0" alt="LinkedIn" height="18" class="social-media-links-normal"><img src="/libraries/bsp_social_media_icons_share/service/linkedin_hover.svg" border="0" alt="LinkedIn" height="18" class="social-media-links-hover"></a><a class="a2a_button_facebook"><img src="/libraries/bsp_social_media_icons_share/service/facebook.svg" border="0" alt="Facebook" height="18" class="social-media-links-normal"><img src="/libraries/bsp_social_media_icons_share/service/facebook_hover.svg" border="0" alt="Facebook" height="18" class="social-media-links-hover"></a><a class="a2a_button_twitter"><img src="/libraries/bsp_social_media_icons_share/service/twitter.svg" border="0" alt="Twitter" height="18" class="social-media-links-normal"><img src="/libraries/bsp_social_media_icons_share/service/twitter_hover.svg" border="0" alt="Twitter" height="18" class="social-media-links-hover"></a><a class="a2a_button_email"><img src="/libraries/bsp_social_media_icons_share/service/email.svg" border="0" alt="Email" height="18" class="social-media-links-normal"><img src="/libraries/bsp_social_media_icons_share/service/email_hover.svg" border="0" alt="Email" height="18" class="social-media-links-hover"></a><a class="a2a_dd" href="https://www.addtoany.com/share"><img src="/libraries/bsp_social_media_icons_share/service/share_hover.svg" border="0" alt="Share" height="18" class="social-media-links-hover"><img src="/libraries/bsp_social_media_icons_share/service/share.svg" border="0" alt="Share" height="18" class="social-media-links-normal"> Share </a></span> <div class="field field--name-field-tags field--type-entity-reference field--label-inline"> <div class="field--label">Tags</div> <div class="field--items"> <div class="field--item"><a href="/tag/marketing" hreflang="en">marketing</a></div> <div class="field--item"><a href="/tag/communication" hreflang="en">communication</a></div> <div class="field--item"><a href="/tag/business-practice" hreflang="en">Business practice</a></div> <div class="field--item"><a href="/tag/greenwashing" hreflang="en">greenwashing</a></div> <div class="field--item"><a href="/tag/conference" hreflang="en">Conference</a></div> </div> </div> <div class="field field--name-field-topic field--type-entity-reference field--label-inline"> <div class="field--label">Topic</div> <div class="field--items"> <div class="field--item"><a href="/topic/marketing" hreflang="en">Marketing</a></div> <div class="field--item"><a href="/topic/communication" hreflang="en">Communication</a></div> <div class="field--item"><a href="/topic/sustainable-business" hreflang="en">Sustainable business</a></div> </div> </div> <img width="32" height="32" alt="Business" title="Business" class="img-responsive" src="/files/bsp-images/icons/55.svg" loading="lazy" typeof="foaf:Image" /> <img width="32" height="32" alt="Sustainability" title="Sustainability" class="img-responsive" src="/files/bsp-images/icons/52.svg" loading="lazy" typeof="foaf:Image" /> <img alt="Greenwashing or force for good? Redifining the role of marketing" title="Greenwashing or force for good? Redifining the role of marketing" class="img-responsive" src="/files/styles/news_full_main_image/public/bsp-images/news/511.jpg?itok=TQM6UWs2" width="687" height="687" loading="lazy" typeof="foaf:Image" /> <div class="field field--name-field-lead field--type-string field--label-hidden field--item">Communication strategies can drive positive change and business growth at the same time</div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1540 paragraph--width--full" style=""> <div class="paragraph__column"> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1541 paragraph--width--full" style=""> <div class="paragraph__column"> <p>This article provides a summary of the ‘Marketing as a force for good without greenwashing’ panel discussion from the annual <a href="https://responsibleinnovation-summit.com/" target="_blank">Responsible Innovation Summit</a>, held on 20-21 October, 2020. The session focused on ways to make the most out of your communication strategy to drive positive change and business growth and how to create a mix of values, transparency and sales.</p> <hr /><p class="font-greentitle">How Has the Pandemic Influenced Marketing Trends?</p> <p>The speakers were in agreement that the pandemic has influenced a number of marketing trends, and that will have a long-term impact on the industry.</p> <p>Rosemary Walsh, Marketing Manager for <a href="https://www.frankandhonest.ie/" target="_blank">Frank and Honest Gourmet Coffee Company</a>, says, “One observation is, I don’t think we’ve ever been bombarded by as much information as we are now and I think it’s more focused when you’re at home and online.</p> <p>Two things that I would highlight as a growing trend in marketing are <strong>authenticity </strong>and <strong>sustainability</strong>.</p> <p>I think these factors will be so important for everyone working in marketing.” Brand Manager for <a href="https://www.innocentdrinks.ie/" target="_blank">Innocent Drinks Ireland</a>, Laura O’Connell joins in, saying that, “Authenticity and the ability to cope with this situation goes beyond the usual thinking of creating good products; it’s about creating a good company which is walking the talk as well.</p> <blockquote> <p>This year has been scary and confusing. People are looking for meaning, honesty and in a way having a human connection, even when it comes to brands.”</p> </blockquote> <p>Eamonn Donlyn, CEO of <a href="https://darwingoliath.com/en/" target="_blank">Darwin and Goliath</a>, says, “I’d say the general feeling is that we’ve all looked inward. This entire situation has been global, so everybody has had to deal with the same types of emotions in some form or fashion, even though everyone’s experience is different.”</p> </div> </div> <div class="paragraph paragraph--type--bp-columns-two-uneven paragraph--view-mode--default paragraph--id--1544 paragraph--width--full paragraph--style--25-75"> <div class="paragraph__column"> <div class="paragraph--type--bp-columns-two-uneven__2col-column1"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-image paragraph--view-mode--default paragraph--id--1542 paragraph--width--full"> <div class="paragraph__column"> <div class="field field--name-bp-image-field field--type-image field--label-hidden field--item"> <img alt="" title="" src="/files/bsp-images/paragraph/512.png" width="516" height="356" loading="lazy" typeof="foaf:Image" class="img-responsive" /> </div> <div class="field field--name-field-image-title field--type-string field--label-hidden field--item">Laura Costello, Senior Strategist, THINKHOUSE marketing agency</div> </div> </div> </div> </div><div class="paragraph--type--bp-columns-two-uneven__2col-column2"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1543 paragraph--width--full" style=""> <div class="paragraph__column"> <p>“The pandemic is a looking glass into our humanity, it jolts us back to how we re-centre, what’s important to us and what’s important to a business but it has also given us a lot of hope and movement, and now we’ve seen how our system is not immovable and how change is not beyond us in any shape or form”. says Laura Costello, Senior Strategist at Purpose and Planet and <a href="https://www.thinkhousehq.com/" target="_blank">THINKHOUSE marketing agency</a>.</p> </div> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1548 paragraph--width--full" style=""> <div class="paragraph__column"> <p class="font-greentitle">How Can We Use Marketing as a Force for Good?</p> <p>Marketing can be used to achieve business goals only but also can be a powerful force to tackle social and environmental problems.</p> <p>Laura O’Connell explains that Innocent is what is known as a BCorp and how this way of doing business could be the new ‘business as usual’.</p> <p>Certified <a href="https://bcorporation.net/" target="_blank">B Corporations</a> are businesses that meet the highest standards of verified social and environmental performance, public transparency, and legal accountability to balance profit and purpose. B Corps are accelerating a global culture shift to redefine success in business and build a more inclusive and sustainable economy.</p> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-callout paragraph--view-mode--default paragraph--width--full callout-style--b" id="callout-1554"> <div class="paragraph__column"> <div class="callout-body"> <div class="paragraph paragraph--type--bp-columns-two-uneven paragraph--view-mode--default paragraph--id--1553 paragraph--width--full paragraph--style--75-25"> <div class="paragraph__column"> <div class="paragraph--type--bp-columns-two-uneven__2col-column1"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1551 paragraph--width--full" style=""> <div class="paragraph__column"> <p>“In our board room at Innocent, we have two chairs, a green one and a blue one.</p> <p>One represents the environment, one represents the community.</p> <p>So, in every meeting, whether it's what are we going to order in for the office this week or if it’s a big marketing campaign, we consider those two people at the table.”</p> <p>Laura says, adding that this consideration goes all the way from governance to hiring, practices and sustainability in their supply chains.</p> </div> </div> </div> </div><div class="paragraph--type--bp-columns-two-uneven__2col-column2"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-image paragraph--view-mode--default paragraph--id--1552 paragraph--width--full"> <div class="paragraph__column"> <div class="field field--name-bp-image-field field--type-image field--label-hidden field--item"> <img alt="" title="" src="/files/bsp-images/paragraph/514.png" width="612" height="640" loading="lazy" typeof="foaf:Image" class="img-responsive" /> </div> <div class="field field--name-field-image-title field--type-string field--label-hidden field--item">Laura O’Connell - Brand Manager, Innocent Drinks Ireland</div> </div> </div> </div> </div> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1555 paragraph--width--full" style=""> <div class="paragraph__column"> <p>“One of the benefits and attractions of greenwashing is it’s almost a necessary evil in some regards because it gets the message out there and now, we see metrics that this is working so if the authenticity piece is then married up with greenwashing, greenwashing goes away.” Eamonn Dowlyn shares his opinion.</p> <p>He feels it’s becoming a thing where consumers are not just buying the product itself but wanting to know who's behind the product, where it was produced, maybe not enough to the mass population yet but the trend is here. The actual risk to the business is doing nothing in this space.</p> </div> </div> <div class="paragraph paragraph--type--bp-columns-two-uneven paragraph--view-mode--default paragraph--id--1558 paragraph--width--full paragraph--style--25-75"> <div class="paragraph__column"> <div class="paragraph--type--bp-columns-two-uneven__2col-column1"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-image paragraph--view-mode--default paragraph--id--1556 paragraph--width--full"> <div class="paragraph__column"> <div class="field field--name-bp-image-field field--type-image field--label-hidden field--item"> <img alt="" title="" src="/files/bsp-images/paragraph/515.jpg" width="4390" height="6584" loading="lazy" typeof="foaf:Image" class="img-responsive" /> </div> <div class="field field--name-field-image-title field--type-string field--label-hidden field--item">Rosemary Walsh - Marketing Manager, Frank and Honest Gourmet Coffee Company</div> </div> </div> </div> </div><div class="paragraph--type--bp-columns-two-uneven__2col-column2"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1557 paragraph--width--full" style=""> <div class="paragraph__column"> <p>Rosemary stresses that the role of marketing is to influence and drive awareness, and she believes that marketeers can be a force for good and that it is a really important responsibility to take on.</p> <p>She acknowledges that it is tempting to go down the road of encouraging unnecessary consumption but actually having a platform to educate and influence positively is an incredible opportunity for businesses.</p> <p>Laura Costello says, “What we’ve seen with COVID-19 is trends accelerating. We’ve seen purpose become more important and actually the business of sustainability expanding out.</p> <p>It’s not just about the environment anymore, it’s about social justice, and the intersectionality of a lot of different issues”.</p> </div> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1559 paragraph--width--full" style=""> <div class="paragraph__column"> <p>She feels marketing is a brilliant tool for change because all of the marketeer processes are wrapped up in how we create change,</p> <blockquote> <p>so it’s actually an inspiring time in terms of looking at marketing as a tool for turning the tide.</p> </blockquote> <p class="font-greentitle">Avoiding the Perception of Greenwashing</p> <p>Eamonn feels there’s a risk right now for every marketer to do brand strategy around sustainability unless it’s clear that’s what your brand values are 100%.</p> <p>He thinks for the companies that are nervous about that risk, and that they should stop trying to figure out the big brand strategy around sustainability.</p> <p>Narrowing the focus on specific products as opposed to big brand ideas could be more a more effective step forward.</p> <p>Rosemary Walsh says, “We’re all learning and it kind of goes with our name, but for me, my advice would be, to be honest. Most of us are on a journey.”</p> <blockquote> <p>"The first thing that comes to my mind is focusing on one offer, one product, one plan, one thing that you have in mind. It might just be as honest as saying we’re not where we want to be right now, but this is what we plan.</p> </blockquote> <p>We do this in Innocent, and we talk about our journey to sustainability, our strategy for the next few years. It doesn’t need to be this big massive, scary strategy.” Laura O’Connell adds.</p> </div> </div> <div class="paragraph paragraph--type--bp-columns-two-uneven paragraph--view-mode--default paragraph--id--1562 paragraph--width--full paragraph--style--42-58"> <div class="paragraph__column"> <div class="paragraph--type--bp-columns-two-uneven__2col-column1"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--video paragraph--view-mode--default paragraph--id--1560"> <div class="paragraph__column"> <div class="video-embed-field-provider-youtube video-embed-field-responsive-video form-group"><iframe width="854" height="480" frameborder="0" allowfullscreen="allowfullscreen" src="https://www.youtube.com/embed/vm2GinJ_oDk?autoplay=0&start=0&rel=0"></iframe> </div> </div> </div> </div> </div><div class="paragraph--type--bp-columns-two-uneven__2col-column2"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1561 paragraph--width--full" style=""> <div class="paragraph__column"> <p>“We wanted to be honest about our commitments to sustainability; how we source our coffee from Rainforest Alliance Certified Farms that benefit forests, communities and wildlife.</p> <p>Initially, we discussed sending a film crew to South America to create an ad campaign that highlighted these efforts, but that wouldn’t be a very sustainable way to talk about sustainability.</p> </div> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1563 paragraph--width--full" style=""> <div class="paragraph__column"> <p>Instead, we took the decision to fake the footage, shooting in garden centres and paddling pools instead of flying to South America, highlighting its sustainability message with a sustainably shot ad campaign. The feedback has been fantastic.</p> <blockquote> <p>It communicates a serious message delivered with our trademark Frank and Honest humour.”</p> </blockquote> <p class="font-greentitle">Communications Strategy</p> <p>“I think there’s such value in creating a road map, you have your destination, and then the only thing I would add to that is to find your allies, build your crew and don’t feel like you have to do it alone.</p> <p>I have learned so much through partnering with activist groups and with different clients, learning from one another. How different people approached it and coming from the agency side, it’s beneficial I think for our clients to have someone whose got their ear to the ground.” says Costello regarding her experiences working at a marketing agency.</p> <p>In Laura O’Connell’s opinion,</p> <blockquote> <p>we need to focus on what you want out of a campaign and let’s face it, marketing people want to get sales out of campaigns. Still, they also wish to create connections and loyal customers but also to communicate a bit of their brand.”</p> </blockquote> <p>Rosemary Walsh says, “I think the number one biggest challenge in communicating our sustainability agenda and our brand strategy is around doing so in a way that will actually cut through with meaning to our consumers.”</p> </div> </div> <div class="paragraph paragraph--type--bp-columns-two-uneven paragraph--view-mode--default paragraph--id--1566 paragraph--width--full paragraph--style--25-75"> <div class="paragraph__column"> <div class="paragraph--type--bp-columns-two-uneven__2col-column1"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-image paragraph--view-mode--default paragraph--id--1564 paragraph--width--full"> <div class="paragraph__column"> <div class="field field--name-bp-image-field field--type-image field--label-hidden field--item"> <img alt="" title="" src="/files/bsp-images/paragraph/516.jpeg" width="550" height="627" loading="lazy" typeof="foaf:Image" class="img-responsive" /> </div> <div class="field field--name-field-image-title field--type-string field--label-hidden field--item">Eamonn Donlyn - CEO, Darwin and Goliath, Researcher at ADAPT Research Centre</div> </div> </div> </div> </div><div class="paragraph--type--bp-columns-two-uneven__2col-column2"> <div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1565 paragraph--width--full" style=""> <div class="paragraph__column"> <p>Eamonn thinks that there was always this massive gap between what we’re selling and who is selling it.</p> <p>He explains that in the end, you have to sell what you put on the market.</p> <p>People might mix in values and sustainability to some degree, but they want quality and price first. One way to bridge the gap is to engage at a different level than sales and use other elements, like storytelling which can be extremely effective in marketing.</p> <p>So, how do you get these elements in your offer?</p> </div> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-callout paragraph--view-mode--default paragraph--width--full callout-style--b" id="callout-1568"> <div class="paragraph__column"> <div class="callout-body"> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1567 paragraph--width--full" style=""> <div class="paragraph__column"> <p>Laura Costello adds that creativity is such a powerful thing that could be added to the sustainability story and even marketing climate change in creative ways.</p> <p>One thing that comes to mind whenever you are planning a communications campaign is thinking, how does this work in the short-term but also how does this fit in with long-term strategies? How do we measure it as well?</p> <blockquote> <p>What does success will look like in terms of numbers and metrics?”</p> </blockquote> </div> </div> </div> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1569 paragraph--width--full" style=""> <div class="paragraph__column"> <p>Rosemary Walsh says, “I don’t really have a recipe as such, but for me, it’s more about sticking to your brand values and being very clear on what they are and what the brand stands for and indeed, what it doesn’t stand for.”</p> <p>“Firstly, don’t look at your offering, your business or your brand and think okay, now how do I somehow inject some sustainability in and greenwashing and all those lovely buzz words into my campaign, into my product.</p> <blockquote> <p>Go back to the DNA of who your business is and who your brand is and then make your consumers care about what you care about, and that’s where the marketing comes in.”</p> </blockquote> <p>Laura O’Connell shares her opinion.</p> </div> </div> <div class="classy-style--margin-bottom paragraph paragraph--type--bp-simple paragraph--view-mode--default paragraph--id--1570 paragraph--width--full" style=""> <div class="paragraph__column"> <p class="font-greentitle">Driving Changes in Communications</p> <p>Eamonn spoke about how he is working with e-commerce currently and talking to people about sustainability. His advice is not to be afraid to get your hands dirty. Learn about how the products are made and the story of the whole creation. These stories will help people to understand.</p> <p>Laura Costello was impatient for change to happen and decided to do a course, called Reclaiming Agency. It was about how marketers can rise and how people can change the world. This course changed her view, not just about her work but on how she was living her life.</p> <blockquote> <p>“My recipe would literally be people. You need to build up empathy in people. I think that means learning and building that awareness that this is not just something for the marketing manager to live every day, it’s for everyone.”</p> </blockquote> <p>Costello says about integrating values into branding.</p> <p>Marketing professionals are all experimenting and getting used to the idea of stepping into the territory of sustainability since we have no other option in order to keep creating value for the economy and society and to stay in business.</p> </div> </div> <div>Footer</div> Session - Responsible Innovation Summit <div class="field field--name-field-background-style field--type-list-string field--label-above"> <div class="field--label">Background style</div> <div class="field--item">Light</div> </div> <div class="field field--name-field-sponsored field--type-boolean field--label-above"> <div class="field--label">Sponsored?</div> <div class="field--item">No</div> </div> <div class="field field--name-created field--type-created field--label-hidden field--item">November 2020</div> Thu, 05 Nov 2020 11:40:22 +0000 Bronagh Loughlin 116 at https://climatejournal.news