Specific claims and clear definitions
“Eco-friendly,” “green,” “sustainable.” Marketers may think these general terms are so broad they don’t require substantiation, or that initial efforts to improve sustainability will back up such claims. However, the Green Guides make clear that the opposite is true: Claims that are subject to multiple interpretations require that the advertiser substantiate all reasonable takeaways.
Take a popular term like “clean beauty.” What does it mean? For most consumers, it is likely seen as vague and subjective. It could mean that no toxic ingredients are used, that the product is vegan or that the brand does not test the product on animals. Or is it referring to labor practices? Consumers need clear and precise definitions in advertising and on product packaging to identify products that align with their values and preferences to make informed choices.
Rather than using vague, broad or easily misunderstood terms, highly specific claims provide clear and tangible information about a product’s environmental benefits. Specific claims also offer consumers a precise understanding of what makes that product environmentally friendly. By stating that a product “reduces water consumption by 50%,” the public can more easily grasp the product’s impact on the environment. Additionally, specific claims are easier to verify, and businesses can provide evidence and data to support their specific claims.
Remember, a brand is responsible for all reasonable takeaways of a vague claim, making them particularly risky. That responsibility extends to influencer marketing, endorsements and PR placements as well.
Aspirational claims
Addressing aspirational claims, especially those like “net zero” that go beyond current Green Guide guidance, requires careful consideration. Businesses must have clear and achievable objectives for reaching such goals before advertising them, and set specific targets and timelines together with a plan to reach those milestones. Additionally, these objectives should be realistic and backed by sufficient investment to achieve the target, with robust monitoring to track progress.
Recently, the National Advertising Review Board, NAD’s appellate body, recommended that a major meat producer discontinue certain claims related to its goal of achieving net zero emissions by 2040 because the company was still in the exploratory stage of this effort without a concrete plan in place to achieve the goal.
Transparent partnerships
In environmental advertising, transparency about partnerships with environmental groups can be beneficial. Instead of merely mentioning these partnerships, businesses should limit their advertising to the tangible benefits they offer. This transparency not only builds trust but also helps consumers understand the genuine commitment to sustainability. Here, it’s important to position the marketing in such a way that the consumer is not misled as to the extent of the benefits of the partnership.
