Brands’ green terms such as “zero waste”, “carbon neutral” or “ecological footprint” are increasingly common in advertising. Companies, with the purpose of being increasingly green. Include these types of concepts. About sustainability in their messages believing that consumers will believe them at face value. Unfortunately, brands can’t always demonstrate their commitment to the planet with data. In fact, according To the European Commission. 42% of companies exaggerate the impact of their sustainability initiatives. This translates into a scenario full of greenwashing” in which consumers trust “advertising verbiage” less and less.
Consumers feel confused and deceived
One of the main sources of confusion for category email list consumers is related to carbon offsetting and zero emissions. When companies use these terms. They mean that they are buying. Emission rights (in order to exceed the permitted CO2 emission limits). Financing projects that absorb this gas (such as reforestation). According to the ASA study. Respondents said they felt “deceived” when they really understood the meaning of these concepts. The majority agreed on the need for transparency around the creative treatment of this topic. Furthermore, they insisted that brands, especially in carbon-intensive sectors such as air transport.
Greenwashing makes many brands stand out
Meanwhile, many companies Gulf Phone Number around the world believe that positioning themselves as agents fighting the climate emergency and promoting sustainability is a good option in the eyes of consumers. But “greenwashing” has its consequences. As Adweek magazine points out , Unilever, Oatly and Innocent are some of the brands that have been put on notice in the last year for this matter. HSBC has breached regulations after its ‘Climate change has no borders’ slogan posters were found to be in direct conflict with the bank ‘s significant investments in oil.