An anti-greenwash guide has been launched to help advertising and PR agencies navigate the complex landscape of sustainable marketing.
The 31-page guide, which is free of charge, is called The Anti-Greenwash Guide for Agency Leaders, and has been launched by Creative for Climate, the global NGO.
The guide is designed to be an interactive and comprehensive document containing essential guidelines and practical advice to help leaders tackle greenwashing, understand the limits of the law and make steps to transform to drive positive action.
The release of the guide follows the recent news of UN Secretary-General António Guterres questioning the integrity of the advertising and PR industries for having “aided and abetted” the fossil fuel industry by misleading “massive ad campaigns” at his ‘Moment of Truth Special Address on Climate Action’ in New York City.
The guide covers the latest in regulatory frameworks, helpful tips to implement at agency level to move away from inadvertent greenwashing (including a pull-out ‘How Not to Greenwash’ checklist), and principles to guide agencies on their path away from misleading and unsubstantiated claims in communications campaigns.
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There is also a mix of settled and active case studies of greenwashing from marketing campaigns of global brands such as Primark, Unilever, Oatly, and HSBC, as well as positive examples of how to drive change at scale.
Creatives for Climate CEO and founder Lucy von Sturmer says: “Given the increasing regulatory changes, many agencies are struggling to keep up with the fast-changing laws. However, skirting the rules is the minimum standard and should not be the ultimate goal when aiming to create impactful campaigns that reflect the true nature of the climate crisis.
“This guide is designed to raise awareness about eliminating greenwashing and protecting agencies, which we hope will achieve greater transformation to steer the industry in the right direction.”