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As with any movement, there is a down side to the rise in conscious consumerism. According to the UK Government, 40% of green claims made online could be misleading. It’s a practice known as greenwashing that sees brands use clever marketing tactics to bill their products as more ethical than they are. But savvy eco consumers are wising up to ambiguous and deceptive claims, becoming more wary, doing more research and demanding answers.
“People are increasingly wary of greenwashing and asking what brands mean when they talk about sustainability,” says Louisa Ziane, chief operating officer at Toast Ale. “They want to dig deeper and see evidence. The availability of information online, particularly from brands in the fine food sector, makes that easier than in the past.”
You may be eager to share the message of your business’ eco credentials with conscious consumers, but it’s important to go about it the right way. The new Green Claims Code, developed by the Competition and Markets Authority (CMA), identifies key areas to measure your claims against, so you can be sure any green claims are genuine and won’t mislead buyers.
Read more about greenwashing in the food and drink sector here.