Boycotts Over Misleading Green Claims, Starbucks’ Iconic Cup and more...

Our weekly newsletter will showcase positive sustainability stories, news from the industry, and comments and analysis from members of the FuturePlus team.

Over Half Of UK Consumers Prepared To Boycott Brands Over Misleading Green Claims

A recent survey of adults in the UK by KPMG supports the increasing body of evidence suggesting that consumers are increasingly prioritising sustainability considerations in their purchasing choices. This latest study not only found that 67% of consumers are trying to choose green and sustainability options but also revealed some interesting insights about consumer opinions on greenwashing.

Greenwashing occurs when a business makes false or misleading claims about the sustainability of its products or services. Interestingly, this new survey suggests increasing pushback from brands who are deliberately trying to deceive consumers.

54% of survey respondents said they would stop buying from a company if they were found to be making misleading claims, while 25% of Londoners said they had already made this switch after it had been revealed that a business was greenwashing.

Molly’s thoughts: “Navigating the sustainability world can be a tricky balancing act. On one hand, increasing demand for sustainability action within businesses means inaction can carry reputational risk, meanwhile, inaccurate or misleading actions can also negatively impact your business and even cause you to lose customers. “The key to success is to identify and set manageable targets and make sure all reporting is honest and transparent. For example, if your business is making a Net Zero commitment, make sure you understand the steps you will need to take to get there. “If you would like some advice on how to ensure you are avoiding greenwashing within your company, please reach out to FuturePlus, and we can offer you advice.”

?? Read more here.

Congratulations To RAD Propulsion

It’s a big congratulations to FuturePlus member RAD Propulsion after coming second in the Southampton International Boat Show ’s Exhibitor Environmental Innovation Awards, recognising exceptional exhibitors who have embraced environmentally responsible behaviour and sustainable work practices both at and outside the show.

We’re proud to help support RAD Propulsions team in their sustainable work practices.

UK-Based Businesses Neglecting ESG Data Collection

Over half of British businesses are failing to monitor their progress on environmental, social, and governance (ESG) objectives, according to a survey of 200 UK-based C-suite executives. The survey, conducted by data consultancy Profusion, revealed that 56% of leaders acknowledge they have not undertaken any substantial efforts to gather data concerning their ESG commitments, while only 36% indicated that their businesses have implemented a comprehensive and actionable plan, complete with transparent KPIs, to support their sustainability ambitions. The survey also highlighted disparities in the prioritisation of ESG focus areas among business leaders, with 70% considering environmental aspects as their top priority, while the remaining 30% were evenly divided between governance and social concerns.

Polly’s view:

"The lack of foundational ESG data collection and the absence of transparent progress-tracking methods for sustainability goals pose potential risks for numerous businesses, including hindering progress toward ESG objectives as well as the inability to report on and evidence these endeavours.

“An excessive emphasis on one aspect of sustainability while neglecting others also reflects a failure to grasp the interdependent relationship between social and environmental impacts."

Starbucks’ Iconic Cup Given 2030 Deadline

As reported in the The Seattle Times , by 2030, Starbucks wants to have phased out disposable cups globally, a decision which will look to reduce the majority of the business’ overall waste and greenhouse gas emissions.

“Our vision for the cup of the future — and our Holy Grail, if you will — is that the cup still has the iconic symbol on it. It’s just a reusable cup.” - Michael Kobori (he/him) , Head of Sustainability, Starbucks.?

Fortune reported earlier this week, that last year only 1.2 percent of Starbucks’ sales were in reusable ones, throwing uncertainty about the success of a switch from disposable to reusable Starbucks cups.

Startups Magazine: The Cereal Entrepreneur Podcast

FuturePlus won the Sustainability Award at the #HustleAwards, so our founders, Alex and Mike, recently caught up with Startups Magazine for the Cereal Entrepreneur podcast to talk about winning the award as well as what the future holds for our platform.

?? Listen here.

Campaign Group Launches Legal Challenge To Decision Not To Require Food Waste Reporting

Feedback says the food industry should be made to report how much food is going to waste.

The campaign group, whose members include Toast Brewing , DASH Water and Olio ? Share More, Waste Less , says the costs of such a system would prove cheaper for shoppers and dramatically cut food waste which currently amounts to at least 9.5 million tonnes a year.

More than two-thirds of that waste is edible, and 165,000 tonnes is suitable for redistribution.

The current voluntary approach to food waste reporting has collectively saved 251,000 tonnes of food from going to waste, worth ￡365 million since 2005. Feedback says this figure could only be improved if the measuring and reporting were mandatory.

Making Sustainability: Accessible, Affordable and Achievable

FuturePlus is a sustainability and ESG management, improvement and reporting platform that makes managing social and environmental impact accessible, affordable, achievable and trackable for every business, not just the 1%.

It helps you understand where you are, and where you want to be and, most importantly, helps you get there.

If you’d like to find out how FuturePlus can benefit your business, email [email protected]