New WFA guidelines aim at resolving greenwashing menace, boosting consumer trust

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 04, 2022, 4:25 AM GMT+0

A Bubka study found that only 6.4% of consumers believe companies are being truthful when talking about contributions to combatting the climate crisis.

The World Federation of Advertisers (WFA) has collaborated with global regulators and brand leaders to publish six recommendations designed to build consumer trust. Apart from building consumer trust, these principles are designed to help brands steer clear of greenwashing accusations.

Other key points the principles cover include ensuring environmental claims do not mislead consumers and holding robust evidence for all claims made. Similarly, the recommendations also advise that marketers should avoid omitting material information in their communications, or making a general statement about certain parts of a product’s lifecycle.

“Current consumer skepticism in environmental claims and marketers’ fear of greenwashing are together the biggest obstacles to our industry being part of the solution to the climate crisis,” says Stephan Loerke, chief executive, WFA.

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