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Terms like “net zero” and “carbon neutral” are becoming more commonplace in advertising as companies seek to promote their climate credentials. So much so that a recent pop song adopted 120 “green” slogans as lyrics to prove the point.
Unfortunately—as evidenced by the growing number of greenwashing accusations leveled at businesses—brands can’t always back up these claims. In fact, according to the European Commission, 42% are guilty of wildly exaggerating the impact of their sustainability initiatives.