As businesses and consumers alike have become more climate and
environment conscious, demand for environmentally responsible and
ethical products has soared. The response from many businesses has
been to look for ways to brand and market their products on an
environmentally sustainable promise.
Examples of common advertising claims you have probably seen in
recent times include:
- Advertising carbon neutrality
- Highlighting the biodegradability of packaging
- Claiming that products are made with recycled materials
- Certification claims such as welfare or organic certification
claims
The pursuit of positioning businesses and brands as
environmentally conscious and sustainable has also led to an
increase in Greenwashing. This is not just a New Zealand trend.
Globally, competition and consumer regulators have become
increasingly focused on Greenwashing and related false, misleading,
or unsubstantiated claims.
