Hive - Sustainability Communications & Ideas

Advertising green credentials can enhance the value of a brand, but the decision to go public must be taken carefully to avoid damaging accusations of 'greenwashing'. Complaints to the ASA on environmental grounds are up 360% on last year to 561 complaints. To help you decide whether you are ready to take that step, ask yourself these questions:

Have you taken a 360° look at your business/product covering all aspects your products environmental footprint?
If your organic wine is air freighted from Australia it may raise a few eyebrows.

Does the product/company meet commonly accepted standards or targets?
The government target is 130g/km carbon dioxide emissions, the Hybrid Lexus 4x4 is still 180g/km.

Does the company/product have a programme of challenging targets committing it to further improvements?
The Carbon Trust labelling scheme requires companies to continue to make improvements in order to continue to use the carbon labelling logo. Carbon off-setting will need to be demonstrably a last resort.

Have you used your buying power to influence the supply chain?
Brand leaders such as Tesco and M&S have raised the expectation that responsible brands will recognise their secondary impact and need to make environmental improvements.

Spin free
Have you gilded the lily? Or could you look your mum in the eye and expect her to believe the product/company is truly green?

Two codes of practice from the ASA apply: the general guidelines and the specifics relating to environmental advertising. See www.asa.org.uk.