The UN Global Compact Network Australia (UNGCNA) has partnered with Publicis Groupe's sustainability consultancy Salterbaxter and digital workforce learning provider Cahoot Learning to develop an anti-greenwashing training course, for marketers and communicators.
The course, Greenwashing: Time to stop the spin cycle, was developed after the competition watchdog, the ACCC, did an internet sweep of 247 Australian businesses and found 57% were making concerning claims about their environmental credentials.
“There is increasing pressure to respond to consumer demands for environmentally responsible products and services," said Kate Dundas, executive director at UNGCNA.
"At the same time, presenting a company or its products and services as environmentally friendly when they are not undermines the trust of consumers and damages reputation.
"To avoid missteps and harness the potential of marketing as a force for good it’s critical more marketers build the know-how and confidence needed to engage on ESG topics.”
Stu Wragg, managing director of Salterbaxter Australia, said credible business action combined with creative engagement is critical to support the development and uptake of sustainable products and services.
"As public expectations that companies act on sustainability grows, marketers need to be careful not to inadvertently mislead consumers," said Wragg.
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