- Be transparent: Provide clear and accurate information about the environmental impact of products or services. Avoid vague or misleading claims, and be honest about any limitations or challenges.
- Back up claims with evidence: If making environmental claims, businesses should be able to provide evidence to support those claims. This could include third-party certifications, testing results, or scientific studies.
- Avoid exaggeration: Environmental claims should be based on verifiable facts and avoid hyperbole or exaggeration. For example, using terms like "100% eco-friendly" or "completely sustainable" could be misleading if not entirely accurate.
- Consider the whole product lifecycle: Businesses should consider the entire lifecycle of a product, from raw materials and manufacturing to distribution, use, and disposal. Environmental claims should be based on the overall impact of the product, rather than just one aspect.
- Use clear language: Avoid jargon and technical terms that may confuse or mislead consumers. Use plain language to explain environmental claims and their significance.
- Be willing to learn and improve: As the science and understanding of environmental issues evolves, businesses should be willing to update their claims and practices accordingly. This means keeping up-to-date with new information and being willing to adapt to changing circumstances.
By following these general rules, businesses can work to avoid greenwashing and build trust with consumers by providing accurate and meaningful information about the environmental impact of their products and services.