Greenwash distorts environmental claims with the aim of portraying products and organisations in a ‘green’ light. Greenwash is generally understood to be used as intentionally misleading, but in many cases, companies making inaccurate claims do not intend to misinform. How do demonstrably sustainable organisations actively promote their green credentials, whilst avoiding greenwashing?
ASBP is supporting The Anti-Greenwash Charter’s Greenwash Research Initiative, gathering insights into how organisations are making sustainability claims. This research aims to identify trends, challenges, and best practices across industries. We’re asking our members to add to this invaluable research with the aim of creating a transparent, accountable landscape for sustainability communications.
The Anti-Greenwash Charter (TAGC) https://asbp.org.uk/member/the-anti-greenwash-charter has made its Green Claims Policy template publicly available to highlight that any responsible organisation making sustainability claims should adopt a clear, detailed policy. Please take a moment to contribute to this important effort by sharing your experiences and challenges with green claims.
Download the Green Claims Policy template here
In 2022 ASBP partnered with specialist communications agency and ASBP member Gusto to launch the Anti-Greenwash Charter in response to the alarming finding by the Competitions and Markets Authority (CMA) that up to 40% of green claims made online in 2021 could be misleading. You can find out more about the Charter, and why the ASBP were keen to support this initiative here.
ASBP Members who have championed The Anti-Greenwash Charter from the start: 2050 Materials (Phanos Hadjikyriakou), Bereco (Kirsty Cox), Low Carbon Materials (Jonathan Duckmanton), Perkins & Will (Asif Din), Reusefully (Simon Guy), Sisaltech (John Ferguson), The Green Register (Lucy Pedler), The School of Natural Building (Barbara Jones). To date (November 2024) ASBP Members who have completed the Charter’s verification process and published a live, verified Green Claims Policy. include: Back to Earth (Chris Bookman), Bereco (Kirsty Cox), Morgan Sindall Construction (Timothy Clement), Edward Bulmer Natural Paint UK (Edward Bulmer).