Let’s Stamp Out Greenwashing!
Why is this important?
In recent years, there has been increased recognition of misleading green claims or false information within the built environment industry. ‘Greenwashing’ can come in many different forms, from inaccurate sustainability targets to over-optimistic product specifications. The problem is widespread, with research done by the Competition and Marketing Authority (CMA) finding that up to 40% of green claims made online in 2021 could be misleading.
The construction industry contributes approximately 40% of the UK’s total carbon footprint in 2021, and the rise of greenwashing has without doubt slowed the transition to a truly sustainable built environment. Clients and homeowners alike have, at times, been subjected to poor standards of communication from within the sector and in simple terms, misleading green claims are hindering the dissemination of critical information needed to help us build more sustainably.
This is why a campaign championing responsible marketing practice is important for the industry and why any contractors, product manufacturers, architects, trade associations, merchants, distributors, developers, house-builders, educational institutions or any other type of organisation operating in the industry, are encouraged to sign the Charter.
You will commit to clear communication of what sustainability benefit your product or service offers and won’t conceal or omit information.
You will substantiate your sustainability claims with accurate, and regularly evaluated empirical evidence. You’ll commit to sharing facts, figures and statements that can be checked.
You will commit to using fair, clear and unambiguous language when providing comparisons with other products or organisations.
You will ensure you make specific statements about your organisation’s sustainability efforts and that your actions match those promises.
Here are just some of the growing number of organisations that have signed the Charter and made a public declaration to uphold responsible marketing practices.
How it works.
1 – Complete our brief (1 minute) questionnaire about your organisation and marketing practices. We will then review your responses and carry out our own analysis.
2 – If successfully reviewed, we will confirm your Charter membership. If not, we will offer you free advice about how to implement responsible marketing practices.
3 – You will then be able to promote your commitment by downloading and using the Charter logo across your marketing materials. We will also promote your membership across our own social media and email channels.
4 – Your Charter membership will be valid for 12 months, from the date you sign. At the end of the period, we will carry out a further review of your marketing practices and Green Claims Policy.
Please note: It’s free to sign the Charter.
MARKETING PRACTICE QUESTIONNAIRE
Sign the Charter
Please complete the following, simple questionnaire about your organisation’s marketing practices and procedures. We will then review your responses, before confirming your Charter membership.