Marketers have a problem: People don’t believe the claims they make on sustainability. Now, new landmark global guidance aims to solve this issue, giving brands a framework to ensure assertions they make around the environment are credible.
The World Federation of Advertisers (WFA) has worked with global regulators and brand leaders to publish six recommendations designed to build consumer trust. The principles have also been designed to help brands avoid accusations of greenwashing, which is when a company purports to be environmentally conscious for marketing purposes but isn’t really making any notable sustainability efforts.
Key points include ensuring environmental claims don’t “mislead” consumers and that “marketers must hold robust evidence for all claims made.”
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