The commerce affiliation for the general public relations trade has launched a set of pointers for Asian companies to keep away from greenwashing of their communications, because the prospect of regulation looms for manufacturers making spurious sustainability claims about their services and products.
The Asia chapter of the Public Relations and Communications Affiliation (PRCA), a worldwide commerce physique that works to lift requirements in company communications, launched the Tips on Environmental Sustainability Claims on Tuesday, with 5 key ideas for manufacturers to observe – from sticking to science-based statements to avoiding cherry-picking information that portrays a model as greener than it truly is.
Sustainability knowhow is mostly low amongst public relations practioners within the area, and the rules ought to assist PR companies keep away from “greenwashing backlash” with guidelines of engagement for easy methods to mitigate reputational threat, mentioned Pamela Low, founding father of Singapore-based sustainability consultancy Tingkats, and one of many contributors to the information.
Manufacturers have virtually unfettered freedom to make exaggerated sustainability claims of their advertising and marketing communications throughout many of the area, however regulation that polices greenwashing is on the horizon, Low mentioned.
5 ideas for environmental sustainability communications
1: Make correct, science-backed statements
Keep away from statements or visible remedies prone to mislead audiences concerning the environmental elements or benefits of merchandise, or about actions taken by an organization. Environmental info should not state or indicate claims which are factually incorrect, nor ought to they overstate or exaggerate the sustainability or constructive environmental influence.
2: Be particular about terminology used
Basic environmental claims ought to both be certified or prevented. Claims comparable to “environmentally pleasant,” “ecologically protected,” “inexperienced,” “sustainable,” “carbon pleasant”, “science-based” or some other declare implying {that a} product or exercise has no influence or solely a constructive influence, ought to include a excessive normal of proof.
3: Think about context
Share details about environmental progress within the context of the entire firm or the entire life cycle of the product. Communications that consult with particular merchandise or actions shouldn’t indicate, with out acceptable substantiation, that they prolong to the entire efficiency of an organization, group or trade. It ought to be clear to what the declare relates, e.g. the product, a selected ingredient of the product, or its packaging or a selected ingredient of the packaging. The place time or house is proscribed, use different means to make qualifying info readily accessible.
4: Present incremental influence when making claims or comparisons
A pre-existing however beforehand undisclosed side shouldn’t be offered as new. Claims ought to be updated and ought to be reassessed with regard to related developments. So long as there are not any definitive, usually accepted strategies for measuring sustainability or confirming its accomplishment, no declare to have achieved it ought to be made.
Any comparative declare ought to be particular and the premise for the comparability ought to be clear. Claims shouldn’t be based mostly on the absence of a part, ingredient, function or influence that has by no means been related to the product class involved. Conversely, generic options or elements frequent to all or most merchandise within the class shouldn’t be offered as in the event that they have been distinctive or exceptional. Environmental superiority over rivals ought to be claimed solely when a major benefit could be proven.
5: Craft impactful communications that don’t omit or conceal
Craft communications that stability the possibly constructive in addition to damaging environmental elements of a model. That is particularly vital if a declare relates solely to a comparatively minor side of a product or actions. Cherry-picking info or spotlighting a sure phase of a enterprise misleads audiences to suppose {that a} model as a complete is greener than it truly is.
Supply: Tips on Environmental Sustainability Claims
