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( 1 ) https :// earth . org / fast-fashion-brands-greenwashing /
Consumer cynicism in the validity of sustainability claims by businesses is perfectly understandable when you consider the existence of so many high profile scandals that have dominated the headlines over the years . Who can forget the Volkswagen Dieselgate scandal ? Drivers were duped into believing that they were driving around in vehicles that were more environmentally friendly that they actually were . Shockingly the manufacturer was caught cheating on emissions tests , which is reported to have cost it more than € 31 billion to date . The fashion industry ( 1 ) is also notorious for picking and choosing aspects of operations to make them appear more environmentally conscious than they are , while ignoring other areas which negate possible progress made .
We call this greenwashing – a duplicitous marketing sleight of hand that feeds into the caring conscience of the general public to make them feel as though they are contributing to the overall drive to ‘ save the planet ’. But as we have seen with many global brands , not only does this wreck the brand itself while accumulating damages that can run into the billions of dollars , but it also severely impacts the sustainability cause itself , with many becoming disillusioned and disenchanted by the narrative and thus turning their back on it .
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As an industry , it is vital that window companies are aware of the pitfalls of making green claims which do not stand up under scrutiny - even if they are made with the best of intentions . The most prolific of claims is that of being manufactured from 100 % recyclable materials , or that it is a 100 % recyclable product . It sounds convincing – 100 % is not a number that can be argued with . But where is the science behind these claims ? And if there is no science , there can be no data , and therefore there can be no claim .
It is the science that is going to ensure that any operational change you make towards achieving carbon net zero targets maximises that investment . Without the science any claim is going to place you at risk of various legislative and reputational repercussions . Not only will it place you under the laser glare of increased scrutiny from regulatory bodies , but you are also potentially violating consumer protection laws , which could lead to fines and legal action .
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Building a brand means building trust , and if it transpires that your environmental claims are unsubstantiated , that trust is lost . Loss of trust leads to loss of sales . And we all know what happens when you start to lose sales .
So , the question remains , how do you avoid the greenwashing and still position yourself as an environmentally responsible operation that is working towards sustainability and carbon net zero ? The answer is simple , by working towards sustainability , the circular economy and carbon net zero , which in itself positions you as an environmentally responsible operation .
There are two distinct approaches to implementing environmental changes in a business . The first is a box ticking exercise , in which carbon accounting measures are introduced to comply with legislation . Although sufficient to keep regulatory bodies off your back , the mistake is that companies usually understand this as the foundation for making rather
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more sexy sustainability claims than they really are .
A more thorough approach is to see sustainability as an investment opportunity that not only meets regulatory demands , but is an opportunity to dig deep into all areas of your business with a view to making improvements that benefit your customers , benefit your operations , and benefit the environment . This more meticulous approach takes into account the cost benefit analysis of any environmental activities within the context of the business overall , rather than simply to tick a few boxes . In light of today ’ s more aware and eco-friendly markets , this more thorough approach is an opportunity to weave long term green policies to develop a circular economy within the business , which will ultimately provide the science and the data which will underpin any future sustainability claims you will want to integrate into your marketing messages .
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38 NOVEMBER 2024 |
CLEARVIEW-UK . COM |