- PR
Green screen: 5 things to know about the Green Claims Code
“Eco,” “green,” and “sustainable” are often featured heavily across packaging and brand communications in the food and drink industry, and in some cases have been found to be misleading. To combat this, the Competition and Markets Authority (CMA) recently developed the Green Claims Code that aims to eliminate “greenwashing” by brand messaging. This code provides standards that published messages must adhere to, and violators will pay the price (of up to 10% of their global turnover!) [1]
There is a growing consumer skepticism when it comes to brands’ environmental claims, with a demand for genuine transparency in corporate sustainability efforts. Recent research revealed 78% of British consumers believe that brands are guilty of “greenwashing”. Additionally, 63% stated that they do not trust the sustainability claims made by brands1.
With heightened consumer and legislative pressure, how should brands navigate the Green Claims Code and ensure communications transparency?
Tell the full story.
Ensure any claims contain entirely correct information and tell the full story. If a brand claims it’s green, it must make sure everything about the brand – from sourcing to delivery – is “green,” or it must revisit its language. We’ve worked closely with a number of our clients to develop messaging that addresses every part of their supply chain and helps set out their sustainability mission. This is essential for both retail and consumer relationships now.
Be transparent.
Claims must not use language that makes the product seem “greener” than it actually is. Less is more in this case, plain and clear language is necessary. If your brand still has room to grow on its sustainability mission, this also means being proactively prepared for criticism, which is an essential role for any PR agency. Consumers and the media need clear, meaningful answers.
Compare carefully.
Brands are still allowed to make comparisons with competitors, but they must allow consumers to make a personal, informed decision, and the comparisons must be made only between products or services that satisfy the same needs. If you decide to compare your product in your messaging, you must have a thorough understanding of the entire industry to make informed claims on other brands. If you get this wrong, not only are you opening yourself up to a hefty fine, you’re also risking the reputation of your brand in both the short and long term.
Back it up.
While its clear claims need to be truthful and accurate, it’s important that these claims be substantiated with evidence. Evidence backed claims must be credible, kept up to date, and accurately communicated. For Earth & Wheat we used owned research to develop The Clean Plate Report which explored the UK’s food waste ‘culture’ and became the foundation for Earth & Wheat’s sustainability credentials.
Understand your impact.
What effect does the distribution of my products have on the environment? How are my products disposed of? These are all questions to ask before making a claim on a product’s environmental impact. Consumers have become increasingly conscious of sustainable practices, so while not every point of the product’s life cycle has to be perfect, it’s important to understand and analyse your brand’s impact from start to finish.
Ready to EARN IT.?
With the introduction of The Green Claims Code, truth and transparency are more important than ever in brand communications. Nexus is experienced in creating comprehensive strategies that deliver consistent and compliant messages in the food and drink sector. Get in touch.
[1] Sensu Insight 2023
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