ESG, PFAS and emerging chemicals: FTC taking aim?

Read the full story at the National Law Review.

Looking ahead to later in 2022, the Federal Trade Commission (FTC) is expected to review and update its “Green Guides“, which “…set forth the Federal Trade Commission’s current views about environmental claims. The guides help marketers [and companies] avoid making environmental marketing claims that are unfair or deceptive….” The updates to the Green Guide could prove to be significant, as the Guide was last updated in 2012, long before issues such as ESG, PFAS and emerging chemicals were at the forefront of corporate, investment world and insurer attention. Updates to the guide, however, could have significant impacts on how companies promote and market their products, and non-compliance with the Green Guide can have significant financial consequences for a company.

USDA looks for ways to standardize climate-friendly claims, opportunities & bolster local food systems

Read the full story at Food Navigator.

As a climate-smart food and beverage market emerges and consumers show a willingness to pay a premium for products touted as climate-friendly, the US Department of Agriculture is taking steps to standardize marketing claims and ensure an even playing field for stakeholders.

More companies want to be “carbon neutral.” What does that mean?

Read the full story at Vox.

Terms like “carbon negative” and “climate positive” have recently popped up in branding.

What does the term “ethical coffee” actually mean?

Read the full story at Salon.

Let’s decode phrases like “fair trade,” “sustainable” and “relationship coffee”

Good-Loop launches green ad tag to track environmental impact of digital campaigns

Read the full story at Energy + Environment Leader.

Good-Loop, the ethical ad tech company that earlier this year announced its free Carbon-Calculator to calculate the carbon footprint of online ads, has launched Green Ad Tag, allowing brands and agencies to track and offset the CO2 emissions of their digital ads in real time.

Allbirds wants people to understand their sneakers’ carbon footprint like they do calories in food

Read the full story at CNBC.

Allbirds is labeling its shoes with their carbon footprint in the hope that other companies will follow suit and lead to a reduction in greenhouse gas emissions.

Climate change and carbon emissions are difficult topics for consumers to understand, compared to plastic pollution, which appears more tangible according to Allbirds’ sustainability lead Hana Kajimura.

The fashion industry contributed 4% of global greenhouse gas emissions in 2018, per a McKinsey estimate.

FTC’s Green Guides Apply to Claims Regarding the Environmental Benefits of Simulated and Laboratory-Created Diamonds

Read the full story at JD Supra.

In April 2019, the Federal Trade Commission (FTC) sent warning letters to eight companies advertising simulated or laboratory-created diamonds. In a May 3, 2019, Business Blog item entitled “The many facets of advertising diamonds with clarity,” FTC states that according to the letters, the companies promoted their products without adequately disclosing that they were not mined diamonds. In the blog item, FTC posed questions to FTC attorney Robert Frisby regarding the best ways to ensure compliance with FTC’s Jewelry Guides. The questions include what steps companies should take if they want to advertise the environmental benefits of simulated or laboratory-created diamonds. Frisby notes that the FTC’s Guides for the Use of Environmental Marketing Claims (Green Guides) offer advice on how to make environmental claims non-deceptively and recommends that companies keep two basic principles in mind:

  1. Advertisers must have a reasonable basis for any environmental benefit claims they make for their products; and
  2. Advertisers must qualify their claims adequately to avoid deception.

Going green? Not so easy for mainstream brands

Read the full story from San Diego State University.

Recent research shows that when mainstream brands advertise using visual cues suggesting the product is environmentally friendly or ‘green’ consumers may actually evaluate the product as being less effective and switch to a more niche green brand.

To Market Sustainability, Focus on What Consumers Love, Not What They Hate

Read the full story at Sustainable Brands.

Companies marketing sustainable consumer products today have left that uninspired playbook behind. The most successful among them are starting with what people want, not what they don’t. In doing so, they’ve illuminated seven strategies that can help any sustainable brand market successfully:

Your Stakeholders Are Listening, So What Are You Saying?

Read the full story at Sustainable Brands.

Understanding who your business affects and how they affect your business is key to long-term success. If you only focus on customers, you are falling way short. To truly take your business from local to national and on to global levels, you have to consider all the ways your company interacts with the world around it and, most importantly, what stories you are telling.