FCA releases final anti-greenwash rule | Why companies must adopt transparency in environmental comms | Futurebuild Industry Insider Newsletter 367
Futurebuild
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I am the Co-Founder and CEO of The Anti-Greenwash Charter, ?leading the organisation in promoting transparency, accountability, and honesty in environmental communications across industries. My background in responsible communications has made me commit to ethical business practices extending to my role as the host of The Responsible Edge Podcast, where I explore the challenges and opportunities of implementing ethical and responsible practices in business.
As a thought leader in the space, my work with The Anti-Greenwash Charter has set new standards for corporate sustainability communications, influencing companies across sectors to adopt rigorous Green Claims Policies and foster a culture of radical transparency.
Why the construction industry needs to adopt radical transparency in environmental communications
The construction industry is at a pivotal moment where sustainability has transitioned from being a buzzword to an imperative. With increasing scrutiny from regulators, clients, and the general public, the industry faces a unique challenge: how to communicate its environmental efforts transparently and effectively. Greenwashing, the practice of making misleading claims about environmental benefits, has eroded trust in the industry, making it crucial for companies to adopt radical transparency in their environmental claims.?
Greenwashing – what’s true, what’s not, and does it matter?
The Anti-Greenwash Charter carried out an industry-wide survey with Futurebuild. The survey report - ‘Greenwashing – what’s true, what’s not, and does it matter?’ - includes data on how greenwashing impacts the industry reputationally and commercially, and how it stands in the way of achieving valid sustainability goals.
The survey, of 420 businesses, sheds light on green claims and key findings include:
??? ?Nearly 90% said that greenwashing is a problem.
??? ?74% say it can lead to loss of reputation.
??? ?When asked what impression greenwashing can give, over 72% see it as dishonest and unethical.?
??? ?58% would remove a supplier from the supply chain if they are accused of or found guilty of greenwashing.
??? ?72% would be prepared to pay a higher price for a product with verified green claims.
Session:?Governance as the Keystone: Fostering Synergy Between Marketing and Sustainability to Avoid Greenwashing ?
I was honoured to host a thought-provoking panel discussion titled 'Governance as the Keystone: Fostering Synergy Between Marketing and Sustainability in the Built Environment' at Futurebuild 2024. This session examined the critical role of governance in harmonising sustainability initiatives with marketing strategies, within organisations in the sector.
The panel, comprising Charter signatories, placed a special focus on how effective governance can establish a foundation for a culture where sustainability and marketing departments collaborate effectively. This is essential for ensuring authentic practices and transparent communication.
You can watch this session and others on-demand for free on the Futurebuild website.
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