What you say publicly.
WHY IT MATTERS
Unsupported environmental claims are increasingly regulated and they are challenged publicly.
WHAT MAKES A CLAIM DEFENSIBLE
It is specific It is accurate It is evidenced It is not misleading by omission
WHY OMISSION MATTERS
Highlighting one improvement while concealing larger impacts is misleading.
WHAT TO AVOID
Vague terms without definition Claims about the whole business based on one product Claims about future intentions presented as current achievement Imagery implying environmental benefit that does not exist
WHY VAGUE TERMS
Words suggesting environmental benefit mean nothing without explanation and they are challenged.
WHAT TO SAY INSTEAD
What you actually did, with the figure.
WHAT EXAMPLES SHOW
Not: environmentally friendly
But: consumption reduced by a stated amount since a stated date
WHY SPECIFICITY IS SAFER AND MORE PERSUASIVE
It can be verified and it is believed.
WHAT TO ESTABLISH
Evidence for every claim, before it is made.
WHAT TO BE CAREFUL WITH
Claims about recyclability, where local facilities do not exist Claims about materials, where only part qualifies Comparisons with competitors
WHY RECYCLABILITY SPECIFICALLY
A material recyclable in principle but not locally is not recyclable for the customer.
WHAT TO DISCLOSE
The basis of any figure.
WHAT TO ESTABLISH ABOUT OFFSETTING
What it does and does not represent.
WHY
Claims based on offsetting rather than reduction are scrutinised.
WHAT TO PREFER
Claims about actual reduction.
WHAT TO REVIEW
Claims periodically, against current reality.
