Tag Archives: green claims
Is your brand getting the support it needs to be trusted?
by Caroline Rennie Currently Trust in institutions, corporations, and industry is at low ebb. The low general level of trust means trust is applied not in a general way, but on a case by case basis (e.g. product by product and brand by brand). In this context, slips can have a disproportionately broad impact and [...]
Who checks your claims?
by Caroline Rennie The Australian Competition and Consumer Commission has prosecuted Saab for misleading green claims – and won in federal court. The court found that Saab’s claim that planting 17 trees per car would ensure carbon neutrality for the car’s running life was untrue – the trees would only cover year one. Why is [...]
Who’s policing your environmental claims?
by Caroline Rennie Incidents like the protests around Shell’s disposal of the Brent Spar oil rig have caused many businesses to fear NGOs – worrying how they might attack their business. But as companies seek to profile their environmental credentials, they are finding their most ferocious watchdogs aren’t NGOs. They’re competitors. In a recent example, [...]