Discover the Power of the Green Guides: Valuable Principles for Marketing Claims
Anne Oudersluys
Helping Grow Purpose-Driven Brands | Brand & Growth Strategist | Positioning & Messaging | Sustainability Marketing | Ex-P&G Brand Builder | Fractional CMO
This is the fourth article in a 4-part series on transparent, accurate environmental claims. Additional articles in the series include:
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PART 4 - Discover the Power of the Green Guides: Valuable Principles for Marketing Claims
I started writing this article solely from the lens of environmental claims, with the intent of educating brand leaders about the Green Guides. But as I dove in, I realized that the principles in the Green Guides, which are published by the U.S. Federal Trade Commission (FTC) and provide guidance to help companies avoid deceptive claims, apply far beyond environmental claims. In reality, they lay out a broad set of principles all brand leaders can adhere to, no matter our topic.
The Green Guides are a tremendously useful tool to help your organization communicate clearly and transparently. And as consumers, many of us seek to buy products that are better for the environment — my hope is that this article makes you a more informed buyer.?
There are three principles in the Green Guides introduction that should inform all marketing claims:
[Disclaimer: I am not a lawyer, and this article in no way constitutes legal advice. Please seek legal counsel if you have questions.]
What are the Green Guides?
The Green Guides were first written in 1992 as a response to the increasing number of companies making environmental claims that were vague or misleading. According to the FTC, “Sometimes what companies think their green claims mean and what consumers really understand are two different things.” Updated three times since publication, most recently in 2012, the guidance includes 1) general principles that apply to all environmental marketing claims; 2) how consumers are likely to interpret particular environmental claims; 3) how marketers can substantiate and qualify their claims to avoid deceiving consumers.
Violations of these principles can result in the FTC taking action against companies, either by banning the advertising or issuing fines. Additionally, consumers can sue companies for deceptive practices, and many have settled for millions of dollars.?
Here are some Green Guides highlights – note that if you remove the word “environmental,” most remain great principles for any marketing claim.?
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The Green Guides are a great resource because they offer several simple and easy-to-understand examples for each type of claim. The Green Guides are a useful, valuable resource, but they do not cover all aspects of sustainability — there are a lot of grey areas. The FTC is in the process of reviewing the Green Guides and is slated to release updated guidelines in 2024. These updates should provide more clarity on aspirational claims (benefits or environmental impact promised in the future); net-zero claims; “sustainable” claims; recyclable and recycled content claims; carbon offsets and climate change; and updated guidance on organic, sustainable, compostable, and degradable claims.?
How to use the Green Guides in all your marketing claims
Here is a practical example that illustrates how to apply these principles:
I was working with a client who was launching a new product, part of which included a biodegradable material that represented about half of the product materials. The initial messaging for the product focused on how the product was “biodegradable.” Because the company only had data to support the biodegradability of half the product, I considered the message to be misleading based on the Green Guides’ principles of a reasonable consumer’s interpretation. As a result, we reworked the messaging to make it extremely clear which part of the package was biodegradable and in which conditions (in this case, water).??
This article wraps up our series on transparent and accurate environmental claims. My aim was to equip business leaders who do not have a large infrastructure for claims support to navigate this space with confidence. There are real risks to making statements that are misleading or cannot be supported. Accusations of greenwashing, lawsuits, and fines erode trust, cost money, and are a distraction to the business. Understanding the framework of life cycle thinking provides a critical foundation for understanding the core principles of sustainability and how environmental claims fit within the context of a product’s total environmental footprint. The Green Guides are a free and useful resource that provide specific guidance on how to communicate in a way that is not deceptive. Armed with this series, , my hope is that you are more informed, more equipped, and more motivated to communicate accurately and transparently about the environmental benefits of your products and services.?
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This article was first published on Core Impact's website here.
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Anne Oudersluys has a passion for building businesses through conscious, purposeful branding and marketing. She is the owner and chief brand strategist of Core Impact, which helps purpose-driven companies apply the best thinking in business strategy and marketing to grow their bottom line and their social and environmental good. Anne was formerly the sustainability brand manager for Procter & Gamble. You can contact her at [email protected].
?? Strategic Program & Project Manager | ?? Driving Revenue Growth, Operational Excellence & Innovation | ?? DEI & ESG Advocate
10 个月Anne, thanks for sharing, the "How to use the Green Guides in all your marketing claims" section solidified key takeaways for me. Its an important process brands can manage better. No more greenwashing.
Anne Oudersluys, How do you plan to ensure businesses effectively implement the guidelines outlined in the Green Guides?
Brand and Marketing Advisor for mission driven companies and organizations.
11 个月Anne Oudersluys, this is a super helpful summary!